Hsbc case

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case study on hsbc

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Hsbc case

  1. 1. LOCAL BANK TO THE WORLD… SUBMITTED BY: • SAHIL GARG • SURBHI GOEL • SONAM KAUNDAL
  2. 2. INTRODUCTIONHSBC ("Hongkong andShanghai Banking Corporation")Was founded in the former British colonyof Hong Kong (in March 1865) andShanghai (one month later)1990 became the parentcompany to The Hongkong andShanghai Banking Corporation in HSBC Tower, the internationalpreparation for its purchase of Midland headquarters forBank in the United Kingdom. HSBC Holdings plc in Canary Wharf London CHITKARA UNIVERSITY, 2 CONSUMER BEHAVIOUR
  3. 3. Services provided : BankingFinancial servicesInvestment servicesFounder : Sir Thomas SutherlandNo of offices : 7,500 offices in 87countries & territoriesArea served : Worldwide HSBC World Headquarters designedOperating income : US$ by Norman Foster in London,19.037 billion (2010) United Kingdom. CHITKARA UNIVERSITY, 3 CONSUMER BEHAVIOUR
  4. 4. PRODUCTS OFFEREDFinance and insuranceConsumer BankingCorporate BankingInvestment BankingInvestment ManagementGlobal Wealth ManagementPrivate EquityCredit CardsMortgages CHITKARA UNIVERSITY, 4 CONSUMER BEHAVIOUR
  5. 5. HSBC Bank plc The Hongkong HSBC and Shanghai Finance Banking CorporationHSBC Bank BraziL HSBC HSBC GLT India HSBC HSBC Bank Mexico USA HSBC Bank Middle East CHITKARA UNIVERSITY, 5 CONSUMER BEHAVIOUR
  6. 6. QUESTIONS ……ANSWERS CHITKARA UNIVERSITY, 6 CONSUMER BEHAVIOUR
  7. 7. Q: What are the initiatives taken by HSBC to target consumers across various cultures?Ans : initiatives taken by HSBC to target its customers across various cultures are as follows Hsbc came up with new advertisement campaign branding “ The Worlds Local Bank” in all the countries in which HSBC had its operations The ad campaign was communicated through print and electronic media. The print media included : The Wall Street Journal Europe, Financial Times, National Geographic, Forbes Global, The Economist CHITKARA UNIVERSITY, 7 CONSUMER BEHAVIOUR
  8. 8. The electronic media include : CNN, CNBC, and BBCWorld .All the advertisements depicted the characteristicfeatures of that particular country in which it was shown.To promote the idea of being World‟s Local Bank , HSBCemployed local people .Language is a tool to reach wide range of customers, sothat HSBC conducted a special program to enhance thelanguage skills. diversity awareness training- this training event was forthe managers and supervisors to help them serve diversecommunities better. CHITKARA UNIVERSITY, 8 CONSUMER BEHAVIOUR
  9. 9. Q: what were the drawbacks of the „think, globally, act locally‟ strategy adopted by William Purves? What prompted HSBC to re-brand?• Ans: In late 1980s, when William Purves took over as chairperson of HSBC, it was relatively unknown outside Asia. Mr. William acquired dozen of bank brands and changed HSBC into a global bank . HSBC consolidated about a dozen brands that it had acquired, 5500 offices, and 1200 financial services subsidiaries which were spread all over the globe , with a philosophy of “think Globally ,Act Locally.” CHITKARA UNIVERSITY, 9 CONSUMER BEHAVIOUR
  10. 10. BRANDDrawbacks of CONFUSIONThink Globally HSBS went online – & challenge was to useAct Locally internet to become a borderless bank. CHITKARA UNIVERSITY, 10 CONSUMER BEHAVIOUR
  11. 11. • Bond consolidated the various brands under the HSBC brand name. • The re- branding elements wasWhat prompted associated with the risk . HSBC to • Trust element was very critical re-brand ? In the case of financial services . CHITKARA UNIVERSITY, 11 CONSUMER BEHAVIOUR
  12. 12. PRESENT SCENARIO… CHITKARA UNIVERSITY, 12 CONSUMER BEHAVIOUR
  13. 13. As of 2011 it is the worlds second-largest banking and financial services group and second-largest public company. according to a composite measure by Forbes magazine. It has around 7,500 offices in 87 countries and territories across Africa, Asia, Europe, North America and South America and around 100 million customers. As of 30 June 2010, it had total assets of $2.418 trillion, of which roughly half were in Europe, a quarter in the Americas and a quarter in Asia. HSBC is a universal bank and is organised within four business groups: Commercial Banking; Global Banking and Markets HSBCs Hong (investment banking) Kong head office, Personal Financial Services (retail banking); and also designed Private Banking. by Norman Foster CHITKARA UNIVERSITY, 13 CONSUMER BEHAVIOUR
  14. 14. CHITKARAUNIVERSITY, 14 CONSUMER BEHAVIOUR

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