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Marketing Essential - Assignment Example
Pages 10 (2510 words)
Marketing Plan for the Kenya Commercial Bank Course Number: Date Due: Financial Summary A close analysis on the figures of the local commercial banks in the year 2001 showed that Kenya Commercial bank still leads in the assets, loans giving and the deposits in many parts of the world…
The return on assets of the bank was only 0.65% as compared to the average industry return approximated to be only 0. 81%. According to research, this low performance was due to the low interest from the public sector, that gives about 48% of the deposits and 28% of the loans (Thomas 2001). The country's government, in its proposed housing report has given a directive to the Bank to give 100% mortgage finances to its civil servants for three years (Roger 2000). The strategic plan of the Bank for the period starting 2001 to 2004 does not however include this directive from the government, as the competition for the deposits is still high . This situation therefore is a clear indication that the Bank has a great task to manage and give funding for this kind of loan deposits if it's to work with the guidelines of the Central Bank. The government, however, has given the Bank an opportunity to increase its market share as the deal would generate more money. Therefore, there need to raise the required money through deposits, while giving the Bank a greater market share in the local industry and increase the profits for the bank in the coming three years. This has been analyzed by looking at both the internal and external factors. ...
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