SEGMENTATION OF CORPORATE CLIENTS IN A BANK Cover Image

SEGMENTATION OF CORPORATE CLIENTS IN A BANK
SEGMENTATION OF CORPORATE CLIENTS IN A BANK

Author(s): Miroslav Sponer
Subject(s): Business Economy / Management, Financial Markets
Published by: Masarykova univerzita
Keywords: Segmentation; segmentation criteria; segment; bank strategy; corporate client;
Summary/Abstract: The goal of this paper is to define applicable segmentation criteria for corporate banking clients based upon analyses of corporate client needs. In the first section, I summarize the principles of segmentation and segmentation specifically as it relates to bank strategy. I further analyze client needs and developments in business in the Czech Republic. Applicable segmentation criteria are proposed based upon corporate client need analyses and on a comparison of the segmentation criteria used by leading financial institutions in the Czech Republic and the European Union.

  • Page Range: 207-213
  • Page Count: 7
  • Publication Year: 2012
  • Language: English