title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ Ð±Ð°Ð½ÐºÐ°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of a marketing strategy for a bank
Creators: name: ÐÐ¾Ð·Ð´ÑÑÑÐ¸Ð½Ð°, ÐÐ½Ð°ÑÑÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2020
Subjects: ÐÐ»ÑÑÐ°-Ð±Ð°Ð½Ðº
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð±Ð°Ð½ÐºÐ°
Alfa-Bank
marketing
bank's marketing strategy

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ Ð±Ð°Ð½ÐºÐ°Â». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ ÑÐµÐºÑÑÐµÐ¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±Ð°Ð½ÐºÐ° Ð¸ Ð²Ð½ÐµÑÐµÐ½Ð¸Ñ ÐºÐ¾ÑÑÐµÐºÑÐ¸ÑÐ¾Ð²Ð¾Ðº Ð² Ð´ÐµÐ¹ÑÑÐ²ÑÑÑÑÑ Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÑÐµÐºÑÑÐ¸Ñ Ð¼Ð¸ÑÐ¾Ð²ÑÑ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¹. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð°ÑÐ¿ÐµÐºÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð³Ð¾ Ð±Ð°Ð½ÐºÐ°. 2. ÐÐ°ÑÑ Ð¾Ð±ÑÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð±Ð°Ð½ÐºÐ°. 3. ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð²Ð½ÐµÑÐ½ÐµÐ¹ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ ÑÑÐµÐ´Ñ Ð±Ð°Ð½ÐºÐ°. 4. ÐÑÑÐ²Ð¸ÑÑ ÑÐ»Ð°Ð±ÑÐµ Ð¸ ÑÐ¸Ð»ÑÐ½ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ, Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¸ ÑÐ³ÑÐ¾Ð·Ñ Ð±Ð°Ð½ÐºÐ° Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°. 5. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð±Ð°Ð½ÐºÐ¸-ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ Ð¸ Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ. 6. ÐÑÑÐ²Ð¸ÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ Ð² ÑÐµÐºÑÑÐµÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±Ð°Ð½ÐºÐ°. 7. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð°ÐºÑÑÐ°Ð»ÑÐ½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð³Ð¾ Ð±Ð°Ð½ÐºÐ°. 8. ÐÑÐµÐ½Ð¸ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ ÑÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÐºÑÑÐµÐ¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ ÐÐ Â«ÐÐ»ÑÑÐ°-ÐÐ°Ð½ÐºÂ», Ð³Ð´Ðµ ÑÐ¾Ð±Ð¸ÑÐ°Ð»Ð°ÑÑ Ð·Ð½Ð°ÑÐ¸ÑÐµÐ»ÑÐ½Ð°Ñ ÑÐ°ÑÑÑ ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°: ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð°Ñ Ð¸ Ð±ÑÑÐ³Ð°Ð»ÑÐµÑÑÐºÐ°Ñ Ð¾ÑÑÐµÑÐ½Ð¾ÑÑÑ, ÑÐ°ÑÑÐ¾Ð´Ñ Ð±Ð°Ð½ÐºÐ° Ð½Ð° ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ, ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð´Ð°Ð½Ð½ÑÐµ. Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð½Ð°Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ ÑÐ°ÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ°Ðº ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹, ÑÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ð¹, Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ð¹, Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð¿ÑÐ±Ð»Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð¸ ÑÑÐ°ÑÐµÐ¹, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ñ, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, PEST-Ð°Ð½Ð°Ð»Ð¸Ð·, SEO-Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ°Ð¹ÑÐ°. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð° Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÑÐµÐºÑÑÐ°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð±Ð°Ð½ÐºÐ° Ð´Ð¾ 2021 Ð³Ð¾Ð´Ð°, Ð²ÑÑÐ²Ð»ÐµÐ½Ñ ÐµÐµ Ð½ÐµÐ´Ð¾ÑÑÐ°ÑÐºÐ¸. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÐµÐµ ÑÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð² ÑÐ²ÑÐ·Ð¸ Ñ ÐºÑÐ¸Ð·Ð¸ÑÐ½ÑÐ¼Ð¸ ÑÑÐ»Ð¾Ð²Ð¸ÑÐ¼Ð¸ 2020 Ð³Ð¾Ð´Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾ÑÐµÐ½ÐµÐ½Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð´Ð°Ð½Ð½ÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹.
description: The subject of the graduate qualification work is âDevelopment of a marketing strategy for the bankâ. This work is devoted to the analysis of the current strategy of the bank and making adjustments to the current banking marketing strategy based on the current global changes. Tasks that were solved in the course of the conducted marketing research: 1. Analyze the theoretical aspects of the activities of a commercial bank. 2. Give a general description of the bank. 3. Analyze the external and internal environment of the bank. 4. Identify the strengths and weaknesses, opportunities and threats of the bank using SWOT analysis. 5. Analyze competing banks and their marketing development strategies. 6. Identify problems in the bankâs current marketing strategy. 7. Develop an up-to-date marketing strategy for the development of a commercial bank. 8. Evaluate the effectiveness of measures to improve the current strategy. The work was carried out on the basis of Alfa-Bank JSC, where a significant part of the factual material was collected: financial and accounting statements, bank expenses for advertising and marketing activities, statistical data. In the process of writing the work, such research methods were used as comparative, static, analytical, study of publications and articles, generalizations, SWOT analysis, PEST analysis, SEO site analysis. As a result, the current strategy of the bank until 2021 was analyzed, and its shortcomings were identified. Recommendations for its improvement were developed in connection with the crisis conditions of 2020, and the effectiveness of these proposals was assessed.