Ymh Marketing Plan

Ymh Marketing Plan

Sample that you can edit and save yourself time and money

 

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Free Sample Executive Summary of a Marketing Plan

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This is the Executive Summary section of a Full Example Marketing Plan available on this site for free download. This executive summary presents an overview of the situation faced by institution and the methodology used in identifying strengths, weaknesses, opportunities and threats in order to come up with the best marketing strategies to take the institution forward to success. Go to the sample marketing plan executive summary.

 

 

Sample Marketing Plan Executive Summary

A review of the comparative figures of the local commercial banks as at fiscal year-end 2000 revealed that the Sample Bank Ltd continues to hold the leading position in the industry with 34% of assets, 38% of loans and 35% of deposits. Its loans-to-deposits ratio at 76% is also at an acceptable level within the Central Bank’s guidelines of 75% to 85%. Despite its strong position, however, Sample Bank Ltd could not achieve the level of profitability of its competitors. Our return on assets (RAO), for instance, was only 0.65% compared with the average industry return of 0.81%. Our research has shown that the poor result was due mainly to low interest spread earned from the Public Sector, which accounts for 48% of our deposits and 28% of our loans, and receive concessionary interest rates.

The Government of the country, shareholder of the Bank, as part of its proposed housing development program for the country, has directed the Bank to approve 100% mortgage financing for public servants amounting to $65 million over the next three years. The Bank’s five years strategic plan for the period 2001 to 2005 does not include this estimated growth, and the competition for deposits is currently very tight. This situation therefore represents a daunting task for management to secure the required funding for these loans if it is to maintain a level of liquidity within the Central Bank’s guidelines. On the other hand, however, it has created a golden opportunity for the Bank to increase market share in other areas and to make more money.