Reference no: EM132943017

CIB Case-Study

CIB is a banking institution, operating in Egypt since 1980. The bank provides a wide range of services to retail and corporate customers. NCC was able to serve its current customers with its current marketing strategy. However, the management believes that there is an opportunity for the bank to increase its (20%) market share by developing its distribution mix (e.g. online banking, mobile banking, call centers.... etc.) as well as offering a comprehensive skills building training program front line employees. The training provided is meant to build customer trust, enhance existing customer relationships and better implement the marketing strategy. The bank recruits a marketing consultant to conduct a research aiming to clarify whether the proposed activities (distribution & training) would lead to the required increase in the market share or not.

Required:

1.    Define the research problem.

2.    Identify the key variables (dependent and independents) relevant to the case under study and develop a theoretical framework to reflect the relationships between these variables.

3.    Develop TWO hypotheses that reflect the relationships between the variables and identify the type of each.

4.    Is this an exploratory, descriptive or causal study? Why?

5.    Identify sources of data, which used in the research. Give Examples.

6.    If the consultant decides to use focus groups as the main method for data collection, criticize this decision.