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Marketing Planning Introduction Hong Kong and Shanghai Banking Corporation (HSBC) is one of the biggest financial institutions in the world in terms of asset possession. It has a wide network of branches in the interior regions of different cities around the globe (Euromonitor, 2012)…
HSBC has a network of 6,600 offices in all these regions. It is a public limited company headquartered in England (HSBC, 2013a). This bank was originally established with the aim of facilitating trade between two most important trade partners in the world during the mid 19th century; China and the countries in Europe. The Chinese economy had been progressing for all these 150 years, due to which, since the 19th century the bank has occupied a good position to reap real benefits from the rapid GDP growth of the Chinese economy. However, the financial break down that occurred in the last decade, increased regulatory activities and led to higher scrutiny of the financial transactions taking place all over the world. In 2012, the HSBC bank faced strong regulation by the international organizations. Public scrutiny can potentially cost the bank many billion dollars. This paper presents a marketing plan for the bank framed according to the SOSTAC structure. Organizational structure Organizational structure refers to the relationships that are established in any firm. It refers to the hierarchical structure within the organization. Hierarchy is created with the organization by way of the rules set down for the functionalities and responsibilities at different levels of the organization and also the way in which the relationships are maintained among the employees at different levels. ...
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