ActivoBank : a new market opportunity

• Autor(a) principal: Matos, Maria Marques Nunes de
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/18383
• topic: Business strategy; Segmenting; Targeting; Entrepreneurship; Online banking; Estratégia empresarial; Segmentação; Empreendedorismo; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

ActivoBank (AB) has identified a new business opportunity to diversify the bank’s offer within the business client segment. The project’s goal is to develop a portfolio of products and services targeting start-ups, micro and small enterprises (MSE). This case study presents the early steps of the business plan for the strategic diversification. Given the identified new business opportunity, market and customer analysis were made. Forecasts of the size and profitability of the target segment were prepared in order to assess its potential. The research confirmed the existence of an under-served segment in the banking industry. However at the same time, is not straightforward that the bank will succeed in targeting it. In line with this conception, a deeper, customer-centric and process-driven methodology is recommended. This process aims to ensure a better alignment between customer processes and financial services. This case study, however, does not reach any conclusion regarding whether or not the bank should invest on targeting this new segment.