RHB Credit Card Marketing - Dissertation Example

Drugan, my project supervisor from The University for guiding me on the project proposal and widen my knowledge to compile the project.Many thanks to Mr. Vellan at RHB Bank Sales and Marketing, Bangsar ,Kuala Lumpur, Malaysia for sharing vital information and helping me to solve many problems in the process of this project. I would like to convey my special thanks to my family who has always been behind me and without them, I would not be where I am today.

Thank You very much. Contents Page1. Introduction 1.1. Objective of the Study. 6 1.2. General Objective 61.3. Project Objective. 62. Literature Review2.1 Significance of Study.. 6&7 2.2 Scope of Study.. 73. Methodology3.1 Research Design 83.2 Type of Research 83.3 Research Approach. 93.3 Research Strategy 93.4 Identification of the Sample Population. 103.5 Sample Technique and Sample Size.. 104. Findings and Analysis 4.1 Classification of Data.. 10 4.2 Data Collection Method10 4.3 Data Analysis.11 4.4 Limitation of Study.. 115.

RHB Bank and Credit Card Services 5.1 An Overview of Banking Sector in Malaysia 12&13 5.2 Company Description - RHB14 - 20 5.3 Strategic Plan and Focus.. 21 5.4 Core Competitiveness. 22-25 5.5 Product Market Focus 26 - 31 5.6 Marketing and Product Objectives 5.7 Marketing Program..31 5.7.1 Product Strategy 31&32 5.7.2 Pricing Strategy.. 33&34 5.7.3 Promotion Strategy..34-36 5.7.4 Distribution Strategy. 37&38 5.8 Financial Data and Projection 5.8.1 Past Projection 39-41. 2.1 Significance of the Study: I have referred to several journals and books to retrieve information about the international banking system.

The performance and financial standing of RHB Bank has been borrowed from different banking reports, and the annual reports of the financial institute itself. The credit card banking system has been thoroughly reviewed and explained, and opinion of several Asian economists have been consolidated to develop firm understanding of the importance and advantages of banking through credit card. The article has hinted at evolution of modernized banking system, and it is hoped that RHB Bank shall be among leading institutes to take an initiative to modernize the banking system.

At present, RHB Bank is operating in the country with huge number of credit cards holders. But the current trend of the credit card indicates a rising rivalry among the different competitor in the industry. Hence, a good number of RHB Bank card holders are not continuing with the bank but switching to its competitors mainly because of better facilities such as more credit limit, less fees and charges etc. This might not cause a great deal of losing profit of the RHB Bank however it is a matter of bank reputation.

To have an insight from the practical credit cardholders of RHB Bank. At the same time, emphasize on the different existing product and services offered by the bank for their valuable cardholders. Therefore, this study tries to give some suggestion of new product introduction.