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英国留学生国际管理Managing marketing assignment

时间:2019-05-06 14:58来源:未知 作者:anne 点击:
1.0 Introduction 引言
Virgin Money,个人金融服务公司,由常年创业者Richard Branson先生创建,母公司Virgin Group的标志性红颜色旨在体现时尚和金融稳定(英格兰,2014年)。此外,由于抵押贷款销售强劲,Challenger Bank Virgin Money的年利润增加了一倍多,并将达到在本月底输入富时250指数(Dunkley,2015年)。然而,根据英国竞争与市场管理局(Competition and Markets Authority)的数据,英国四大银行业巨头——劳埃德银行集团(Lloyds Banking Group)、苏格兰皇家银行(Royal Bank of Scotland)、巴克莱银行(Barclays)和汇丰控股(HSBC Holdings)——占英国个人经常账户的77%,这是英国新的竞争和消费者监督机构。根据CMA的数据,四大银行还控制着英格兰、苏格兰和威尔士350万商业往来账户的80%,以及北爱尔兰的90%。在英国,只要客户保持其账户为黑色,没有透支,经常账户通常是免费提供的。英国金融市场仍存在竞争。因此,本文拟从理论模型和当代文献入手,对维珍的营销策略进行深入分析,探讨数字营销的方法,探讨品牌经营的伦理价值,探讨品牌影响力。
Virgin Money, Personal Financial Service,founded by perennial entrepreneur Sir Richard Branson, the signature scarlet hue of parent Virgin Group aims to connote both hipness and financial stability(England, 2014).In addition,Virgin Money, the challenger bank, has more than doubled annual profits on the back of strong mortgage sales and is set to enter the FTSE 250 index at the end of the month(Dunkley, 2015). However, The U.K.'s four biggest banking incumbents -- Lloyds Banking Group, Royal Bank of Scotland, Barclays and HSBC Holdings -- account for 77 percent of the nation's personal current accounts, according to the Competition and Markets Authority, the U.K.'s new competition and consumer watchdog. The Big Four also control 80 percent of the 3.5 million business current accounts in England, Scotland and Wales, and 90 percent of those in Northern Ireland, according to the CMA. In the U.K. current accounts are typically offered free of charge as long as customers keep their account ledgers in the black, with no overdrafts.There is a still competition in the UK financial markets. Therefore, this essay would like to focus on the thorough analysis on the Virgin Money on the marketing strategy according to the theoretical models and contemporaryliterature, examining the digital marketing approach, exploring on the ethical value on the brand operation and discussing on the brand influence.
2.0 Theoretical models and contemporary literature 理论模型与当代文学
SWOT, PESTLE and Porters Five Forces analysis SWOT、研杵和搬运工五种力分析
SWOT analysis is based on the situation of internal and external environment and conditions. S (strengths), W (weaknesses) are internal factors, O (opportunities), T (threats) are external factors (Srdjevic et al,2012).It is to research and compose a list the major internal advantages and disadvantages, external opportunities and threats in a matrix form, so that all the major aspects could be analyzed as pairs. Then it makes that to draw a conclusion on the series of appropriate conditions to help management level to make decisions. Business strategy should be a comprehensive combination of the internal strengths and weaknesses such as “what we can do", and external opportunities and threats combination under the overall concept of competitive strategy. Using this approach, a comprehensive, systematic, accurate research can be developed on the basis of research, planning and development strategies appropriate countermeasures.
pestle analysis(见图1)是这六个类别的缩写,它综合分析了一家公司的情况(Zalengeraet al,2014)。它们是:政治、经济、社会、技术、法律和环境。SWOT分析与研杵分析相结合,对多个维度进行了更深入、更准确的分析,因为每个重点都涉及不同的关键方面。PESTLE analysis, see Figure 1, is the abbreviation of initials of the six categories, which analyzes a firm’s conditions in a comprehensive way (Zalengeraet al, 2014). They are: political, economic, social, technological, legal and environmental. The combination of SWOT and PESTLE analysis provides further and more accurate analysis on multiple dimensions, since each emphasis and covers different key aspects. 
Porter's five forces model, see figure 3, gathers and analyzes a lot of different factors together in a simple model, in order to analyze the basic competitive dynamics of an industry. Five forces model identifies five main sources of competition, including suppliers and buyers bargaining power, the threat of potential entrants, threat of substitutes, and finally, competition from among companies in the same industry.In any industry, whether domestic or international, whether the production is products or services, the competition law will be reflected in the five competitive forces. Therefore, Porter's five forces model is a strategic analysis tool companies develop competitive strategies often use.According to Vorthman (2008), SWOT focuses on the positive and negative factors of both internal and external, and on the other hand, PESTLE is able to cover and analyze more aspects. As can be seen in the Figure 1 and 2, the combination of the SWOT and PESTLE analysis can be used. Meanwhile, Porter's five forces model is able to cover the marketing and completion situation. Therefore, the comprehensive analysis combining SWOT, PESTLE and Porter's five forces will illustrate the situation clearly.
Figure 1: the SWOT and PESTLE analysis
Figure 2: the framework of PESTLE and SWOT analysis.
Figure 3: Porters Five Forces
Political: The UK has created a single financial regulator to control the bank, security and insurance.In addition, the government of the UK has replaced the central bank as a bank regulator. Therefore, the UK government encouraged the development of the financial institution.
Economic: The UK economy will grow by 2.4% in 2015, well below the 3.1% growth expected this year. Therefore, Virgin money should make the strategy on the slowed development economic.
Social: English is the official language, however, Scots used by is 59.5%, Muslim is 4.4%, Hindu is 1.3%, other is 2%, none is 25.7%, and unspecified is 7.2% in the UK (CIA, 2015). In addition, the population of the UK is 63,742,977 (CIA, 2015). Therefore, also should maintain for main language, and could focus on neutral service without stimulate relation. 
Technological: The Big Four also control 80 percent of the 3.5 million business current accounts in England, Scotland and Wales, and 90 percent of those in Northern Ireland, according to the CMA. In the U.K. current accounts are typically offered free of charge as long as customers keep their account ledgers in the black, with no overdrafts.There is a still competition in the UK financial markets.  Therefore, Virgin money had limited space for saving accounts. 
Legal:The biggest reforms to the UK banking sector in a generation become law on the respective of the supervision, structure, culture and competitions. Therefore, the perfectly legal could offer a safety and fair environment.
Environment: The UK’s current issue of financial environment is as low as the interest rate in the level of 0.5%, which is keep unstill up to the six years. Therefore, environment is not good for the saving accounts. 
Highly capable and efficient parent company 
Can explore into other banking divisions like priority banking, etc.
Offers a wide range of financial products due to which they add more and more customers every year
Advantage of being under a famous conglomerate
Supervised by Prudential Regulation Authority
Offers services like Finance, Banking, Mortgages
Little presence in few countries other than UK
Not a listed company and hence it would become difficult to raise capital

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