Marketing Analysis of HSBC Premier Services Case Study

Marketing Analysis of HSBC Premier Services - Case Study Example This is accompanied by an international debit card to help customers access their fund internationally. The customers have an unlimited access to a relationship manager to take care of all their concerns. On request, all customers are provided with an independent financial advisor (IFA) to advise on further accounts management, opening, borrowing and savings. Specific account holders have access to family travel insurance as they travel all over the world. (HSBC Bank UK, 2008, Online) The banking communication is also accessible through out the day with customer being able to call or use internet to make enquiries. Any overdrafts below 500 do not attract any interest. Any overdrafts above 500 and below 5000 will attract interests with the latter being the upper limit for overdrafts allowed. Customers are not required to pay for the set up of the account. However there is a 9.9% EAR surcharged. The overdrafts ceiling is subject to review on a case by case basis. (HSBC Bank UK, 2008, Online) The HSBC have acknowledged that the internet transaction technology came with its challenges. Thus they have put up robust measure to protect the customers against the vice of identity and transaction theft. Customer will therefore not be subjected to any charges of overdrafts occasioned by online theft. Finally customer's have the privilage of cashing a check of upto 2000 for a paid in cheque over the counter. (HSBC Bank UK, 2008, Online) How the product/company is performing (brand share, sales etc) In the UK, the HSBC has felt the impact of the bottom of the cycle. The HSBC Premier has been targeting the commercial properties segment which in the last quarter of 2007 was impacted by the pricing problem. This period saw the capital values go down 11.8% as an extension drop from the Q2 of 2007. (Investment Property Data Bank, 2007, Online)(HSBC Premier, 2008. p.1-7) But since the momentum of capital value reduction is going down, it can be justifiably noted that the HSBC Premier Property Market is moving to the bottom of the cycle. The share capital value declined by about 2% in January 2008 in comparison to the 4.2% in December 2007. Thus the capital share value is picking up positively towards a fair value. (HSBC Premier, 2008. p.7) This correction has had an impact on the market sales even with the prices declining further. The customers have therefore been overreacting to the sale buy buying more capital through HSBC Premier Services. These increased sale could be risky to the economy of UK as the retailers could be working on false values of property. If this outlook is exploited by the impending development plan at the central London, there could be a bleaker and more suppressed rental value for houses. Overall the market is suffering from weakened currency, slowed equity market, mixed performance of the mortgage loans, unstable interest rates and harsh economic conditions (HSBC Premier, 2008. p.7) The brands targets, segment appeals and available marketing competition in that banking sector HSBC Premier is targeting a range of middle to upper income class customer. This is evident in their setting of minimum overdrafts and maximum overdrafts. The second evidence is in the way the respective overdrafts will be subjected to interest rates and