Title

Transformation of mass market segment in SCB [EMBA Project] /

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Small Medium Enterprises, wholesale banking , consumer banking

Executive Summary

This report formulates the transformation journey plan of SME Mass market segment for Standard Chartered Bank. The report looks into detailed transformation agenda,which is built around customer sub-segmentation, channel placement, development of customer value proposition, operating rhythm and customer communication and digitalization strategy. Program: EMBA Photocopying is prohibited. To be used within library premises. Methodology note: Research is based on internal source of information and also involve formulation of questionnaires.

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