MKTG320-1404A-01 Quesadra D. Goodrum Class Discussion Phase 3 Advertising and Public Relations Colorado Technical University Instructor: Heather Weller 10/13/2014 Situation Analysis A situation analysis is the evaluation of an organization’s performance. It involves the use of strategies which are for accessing how an organization is or will perform. In analyzing performance, internal and external factors are to be considered. Internal factors include strengths and weaknesses. These two affect the performance of an organization from within. External factors include opportunities and threats which affect a business from the outside environment. In combining the analysis of strengths, weakness, opportunities and treats will give the SWOT Analysis criterion which is to be used to access the performance of any organization. A bank can have its’ SWOT analysis to be able to strategize on it marketing activities on what to be done for excellent performance. For example; Strengths Weaknesses Wide range of banking services Customer loyalty and relationships High lending rates Lack of a clearly formulated marketing strategy Opportunities Threats Technology advancing paperless transactions present. Changing customer services Competition from other existing banks High taxation from the government. SWOT Analysis for National Bank From the SWOT analysis above it is clear that strengths and opportunities have a positive impact while weaknesses and threats have a negative impact on the organization. Banking Trends Banking trends are the changes which are occurring over time in the banking sector. Trends give the indication on what needs be done so as to fit in the population successfully and offer services as always. Some of such trends in the banking sector include: · Branch optimization: With increased customer demands the current bank branches are not in a position to curb the demand of the rapid increasing number of customers. The bank is looking forward to make its branches more efficient in delivering all the services to its customers at an easier way without referring them to the central bank. This will encourage more and more customers to bank within their local branches. · Driving digital: the current strategies involve traditional approaches but there is the need to improvise on digital approach, online campaigns, so as to serve the online market too. Combination of the two will be very beneficial in the banking sector since the information will cover a wider range of customers both on streets and online. Such trends if implemented will be of importance to the bank in achieving its long-term strategic marketing goals. These trends will help a bank be able to meet the demands of the customers. They will also enable the bank to earn more revenue. Analysis of achievement Involves what needs be done so as the goals set can be achieved successfully. It is setting a plan to facilitate the achievement of goals. In order to be able to serve many custom ...