The Marketing Strategy Research Of Finance Lease Business Unit Of Rabobank In China

Being one of top banks in the world, RaboBank has been expecting to bring into China its finance lease business which has a strong competitive edge all over the globe. But this finance lease business hasn't developed as smoothly as projected since its launch in 2006. Even though Rabobank had already exploited many mature and competitive products during past a few decades, Rabobank's lack of in-depth knowledge concerning the China leasing market put the bank into a less aggressive position. The thesis focuses on the analysis on Rabobank's China marketing strategy of its finance lease business, in order to explore an effective way to drive the bank out of its bottleneck in terms of the development of its leasing business in China.This thesis comprises six major chapters, i.e. introduction, present operation analysis, 5C analysis, STP framework, 4P matrix and implementation. Chapter 1, introduction, outlines the background, purpose, ideas and methods. Chapter 2, present operation analysis, goes through the development history of Rabobank's finance lease business and focuses on analyzing key issues of its marketing strategy in China. Chapter 3, 5C analysis, finds out the marketing opportunity for its finance lease business in China with a thorough study of the content, customer needs, company resources and skills, competitors and collaboration. Chapter 4, STP framework, segments Chinese finance lease market, identifies its target customers, and finally selects an accurate market position for its finance lease business in China. Chapter 5, 4P matrix, provides specific suggestions on product, place, promotion and pricing about marketing strategy. Chapter 6, implementation, brings some advices on the above new marketing strategy from the perspectives of company structure, finance budget and implementation tracking.On top of applying traditional marketing analysis tools such as 5C, STP and 4P matrix, the author also made market research on customer needs and competitors'marketing strategy in finance lease market. After presenting a clear picture of Rabobank's marketing strategy on finance lease business in China, identifying the orientation of its marketing strategy and providing suggestions for improvements, the thesis aims to serve as a theoretic support for the further development of Rabobank's finance lease business in China.