banking marketing, banking marketing tools, SWOT analysis, strategic planning, marketing strategies, competitive environment


Introduction. The banking market is one of the most important and integral components of a modern market economy. Therefore, there is growing interest in various aspects of banks' activities and methods of managing them. Banks have gradually become the main intermediaries in the redistribution of capital, in ensuring the continuity of the economic reproduction process. The conditions of increasing competition and commercialization of activity dictate the need for reorganization of structures, development of flexible market strategies, segmentation of the banking services market, development of new segments, services and methods of service.

Scientific research hypothesis. Negative external and internal factors have a significant impact on the formation of the banking environment. In order to gain competitive advantage, build an effective organizational and management structure, achieve high results of core business, meet customer needs, banks need to implement strategic management tools and methods. The relevance of the topic is related to the ability of a particular bank to use all its existing and potential benefits to build a model for further development.

The purpose of the article is to use the basic tools of banking marketing for a practical study of the activities of JSC Bank Alliance, namely: to analyze its status in the financial market and position among other banking institutions, identify its opportunities and threats, analyze the marketing environment, etc.

Research methods: formal-logical (comparison of analogies, modeling), economic-statistical (grouping) and content-logical (analysis and synthesis).

Results. The article deals with the basic banking marketing tools that influence the efficiency of banking institutions. A situational analysis of the bank is conducted as one of the possible ways of researching and evaluating the activity of the bank and displaying links with the external environment. An internal analysis of the bank was conducted, including studies of financial and organizational aspects of operation, which highlighted the strengths that have a positive impact on the banking institution, and the weaknesses that are most vulnerable and need to respond quickly with the necessary measures to minimize their impact. A study of the bank's external environment made it possible to identify opportunities that the bank could use to achieve its goals and threats that the bank has no influence from, which are exerted by the negative environment. Possible combinations of indicators of each field of the SWOT matrix that affect the bank's competitiveness are investigated.

Conclusions. The proposed SWOT analysis matrix for Bank Alliance makes it possible to streamline the processing and analysis of information, facilitates management decisions to formulate the overall strategy of the bank, taking into account all the features.


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Author Biography

Vita I. Dovbush, Kyiv National University of Technologies and Design

PhD, Associate Professor of Department of Entrepreneurship and Business, Kyiv National University of Technologies and Design, Ukraine