|Tanzania banks- marketing strategic|
|Financial marketing is a special part of the marketing of services,
which is used in both product sales, as in the provision of services by
It is important to take into account the specific characteristics that have the financial marketing:
Strong state regulation. This requires all banks to compete on equal terms.
This discipline has evolved as a result of changes in the financial sector such as the liberalization and internationalization in terms of regulations, significant increase competition and greater demands by the customer in terms of price and service.
In response to these changes, bank branches have left behind some of the bureaucratic tasks to consolidate as a customer and generating added value. This is because the quality of financial services:
Generates greater customer loyalty
Banks have gone from an undifferentiated strategy (no segmentation, they attack the whole market as a whole, is based on common characteristics of all consumers) to a different strategy (that is multi-segment strategy, attack with different products). Which specialize in specific customer segments, compared to the massive attention that claimed to offer.
The traditional distribution channel of supply is based on the bank branch network. The role of the branch in the company’s strategy is linked with market segmentation. Thus we have:
Full-service branches (branches Universal)
As a result of this strategic change new forms of distribution of financial services such as ATMs, internet-banking, telephone banking, among others.
Tanzania financial services Tanzania banks- Tanzania financial markets |marketing strategic | strategic