Santander Totta : using the momentum to become a relevant market player in the Institutional Clients' segment

• Autor(a) principal: Coelho, Angela Filipa André
• Data de Publicação: 2011
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/7819

This dissertation intends to develop a case-study illustrating the moment when Santander Totta decided to create a proposal to act on the Institutional Clients segment. The decision was made in 2007, a time of changes in external conditions in the banking sector. On the one hand, an international financial crisis was emerging, leading to higher difficulties in maintaining the banking levels of liquidity. On the other hand, the ongoing evolution of new technologies, allowing to bettering fit the clients' needs with higher adaptability of products and services. Santander Totta realized this was an opportunity to act within a relatively unknown segment for the bank. They decided to start the market research about the Institutional Clients segment to understand how the project could move forward. The case describes the various factors to take into account, which should be analyzed by the students in order to develop a segmentation proposal and a plan of actions for the new Division.