Marketing Audit report of HSBC Global

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Word Count

2000 words




4 Days

Assignment Criteria

The next stage of the marketing audit is for you to evaluate the opportunities and threats that exist for your chosen organisation.   Referring to the chapters 2, 4, 5 and 6 of the text, and with the use of secondary research, please provide informed answers to the following questions:

1.     What is happening to market size, growth, geographical distribution and profits?

2.     What are the major market segments? What are their expected rates of growth? Which are the high opportunity and low opportunity segments?

3.     How do different groups of customers make their buying decisions? In the case of a not for profit organisation, this would be decisions to use its services.

4.     Who are the major competitors? What are their strengths and weaknesses? What are their sizes and trends in market share?


  • be able to find relevant and important information about organisations, their industries and marketplaces from secondary sources;
  • be able to evaluate the key marketing aspects of segmentation, targeting and positioning (STP) and be able to analyse an organisation's approach to STP;
  • be able to apply the marketing mix and aspects of branding and positioning to a specific target market and be able to evaluate competitors' programs.

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Assignment Solution


HSBC is a global banking and financial services firm with its headquarters in London, UK. It's name is a short form for Hong Kong and Shanghai Banking Corporation. The company operates with the tagline: 'The World's Local Bank' signifying the flexibility and adaptability that it adapts to meet the requirements of its global customers(, 2014). The company is listed both on the Hong Kong stock exchange as well as the London Stock Exchange and considers both of them as its primary markets. The secondary listings are in the New York stock exchange, the Bermuda Stock Exchange and Euronext Paris.

Marketing Mix /or Market Trends

The market size of the company has been gradually expanding, with a present global presence across of 87 countries in 7500 offices. The geographical distribution is organised across 6 regions, namely, Europe, Hong Kong, Asia-Pacific, Latin America, North Africa and the Middle East. The company is ranked 3rd in terms of net assets, and 25th in total market value and has a market capitalization of $207 billion(, 2014). The number of shareholders of HSBC are 220,000 and are spread across 124 countries(, 2014)

The profit structure of the company has been showing quite positive trends as described below.

The performance of HSBC has been quite satisfactory. As seen in Figure 1, the profit after taxes has been 9% higher in 2013 (, 2013), as compared to 2012.

Customer Purchase Decision Making

In order to understand the purchase decision of the customers, we would need to analyse the type of customers and service portfolio of the organisation.

There are four kinds of customers for HSBC are customers for Commercial Banking, Global Banking and markets customers, also called as Investment banking customers, Global private banking customers, and lastly the Retail banking and wealth management customers (, 2014).

Global banking and markets

This includes three types of customers, namely, Governments, Corporates, and institutes. The services offered to these customers are in the form of advisory services, financing services, securities services, prime services and trading and sales (, 2014).

The purchasing decision of these customers is influenced by the fact that:

  • HSBC has a strong international network to connect markets covering high-growth
  • Apart from global knowledge, the relationship managers are adept at local knowledge as well.
  • The long experience of HSBC in equity and debt capital markets gives it an edge. Similarly, the experience in structured derivatives gives effective confidence to the institutions and corporate clients.

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