BNP Paribas : creation of a data base about top-of-the range customers

Résumé du document

BNP Paribas is a bank which boasts a strong financial structure, a large portfolio of brands, and expertise in terms of the new banking distribution channels, and the use of new technologies. It is also a powerful efficient financial service group created through a successful merger, with solid roots in Europe, leading positions in Asia and an active presence in the United States. The period of probation has been done in the branch of Versailles. Each branch follows the global politics. But they are also autonomous in their management and are managed by different divisions, like the 'Sales promotion' division is aimed to promote the bank towards customers and their prospects. The proposed mission is to create a data base of customers from the top-of-the-range, in the town of Versailles. In a few words, potential customers for the branch of Versailles have to be found. Moreover, this project has a commercial dimension of preparation for its different prospects.

Extraits

[...] Finally, I will share my personal reflexions about the training and the company. Presentation 1.1 BNP Paribas group BNP Paribas in brief The 2nd most profitable bank in the Euro zone, with net income of EUR 4.12 billion for the year 2000, up on 1999 or before restructuring costs. Sustained profitability growth, with a return on equity of and a cost/income ratio of making BNP Paribas one of the most efficient bank in Europe. BNP Paribas posted net income of 4.12 billion Euros in 2000 : this net income figure ranks BNP Paribas number one among French banks and number two among all French companies, behind TotalFinaElf. [...]

[...] And BNP Paribas Capital BNP Paribas capital spearheads the Private Equity activities. BNP Paribas also offers a comprehensive range of property-related products and services in France and has teams specialised in managing portfolios of quoted stocks and sovereign risks. Table 1 : Distribution between Core Businesses and Group Functions BNP Paribas Worldwide BNP Paribas is present in 87 countries and structures the world's major financial markets. Today, BNP Paribas has one of the leading international banking networks. Moreover, the complementary nature of its commercial and financial activities also means BNP Paribas now plays an integral part in Corporate and Investment Banking, International Retailing Banking and Asset Management. [...]

[...] BNP Paribas Versailles bought to the Ministry of Finance and Economy a data basis with all the richer persons in Versailles, called Cresus. Then, the BNP Paribas sent a mail to all the persons from the data basis, presenting the services of BNP Paribas to people having an interesting patrimony. Every thing was done to seduce the reader : they used a nice paper, nice colours (Appendix A). However, this action made no benefits. Not even one customer. After, an analyse of this data basis ; we could put in evidence that the population was an old one. [...]

[...] Everybody can write on his normal cheques an amount in another currency. Then the Versailles Group pay the local bank, and this one could honour the payment. Drafts and Bills of Exchange It permits for the customer to have a term of payment. The bank only must inform the customer when maturity is reached. These are not frequent actions. Transferred are the most important bank operations used for international operations. Documentary Collection Import (Appendix This secured mode of payment occurred when a salesman gives all the documents to a bank (transport, insurance, bill . [...]

[...] It is ure that all the member son this organisation are on the very high top of the range. But, this category will be very difficult to target. Actually, they only give their confidence to people coming from their same background. According to the director of the branch, in BNP Paribas Versailles there is only one person who could deal with them. The society of Versailles' Friends represents of the data basis. Clubs Last but not least, the clubs (Rotary Club, Lions Club) are full of fortunate people. [...]