Marketing plan for the complete computer system integration of Credit Agricole's services branchs

Résumé du document

The banking sector especially the French banking sector is being placed on the first screen on the economical market. Banks are no more a place where you just put your money in. They are offering more and more services and are focusing more and more on consumers and their way of consumption to become the first interlocutor for consumers. Another growing trend, a more global trend, is the explosion of the internet and computers. More and more households have their own computer, and the most important fact is that more and more households consider the computer as a major part of their day-to-day organization. This report will focus on the Credit Agricole bank. This bank has been created at the end of the nineteenth century as a mutual organization mostly for farmers, which allow them to get a loan from the money of their counterparts. One important fact is also that they were the first of their kind and helped a lot in the development of French agriculture.

Extraits

[...] Aware of their business units, we can now focus on their marketing mix: o Product: The credit Agricole, as seen before, is providing to its consumers a wild range of product and services to answer all their need, from insurances to financial service, the core product being the retail banking. They are present under the Credit Agricole's name and the LCL brand. Page 10 sur 24 The chart7 below shows us the importance of each business sector: o Price: In France, prices of the bank industry are registered by the states and the European bank. Therefore all banks offer more or less the same price range. [...]

[...] It should resonate with all members of the organization and help them feel proud, excited, and part of something much bigger than themselves. A vision should stretch the organization's capabilities and image of itself. It gives shape and direction to the organization's future. Visions range in length from a couple of words to several pages. I recommend shorter vision statements because people will tend to remember their shorter organizational vision.” I have chosen this definition as the credit Agricole vision is expanded in time and represent to me something that need to be done and respect each working day by each employee. [...]

[...] The strategic implication of a computer system merger In appendix 1 I have put an article that I have found on a web newspaper, which introduces the actual situation of the Credit Agricole in term of computer system merging. The article that you may find in Appendix 2 have the same subject but comes back three years sooner but explain better the actual economical interest for the company to do so. I would say that the most important for the Credit Agricole is not to lose any money because of its particularity to be organized in different entities. [...]

[...] Political factors The corporate governance of listed companies is defined by the AFEP-MEDEF reports. Internal rules and a Director's Charter implement the Group's policy. Association Française des Entreprises Privées (Association of French Private-Sector Companies) and Mouvement des Entreprises de France (French Business Confederation) manage this policy The interest rates and the European money depend of the willing of the Central European Bank (BCE) which the CEO is at our time Mr Trichet. Economical factors The subprime crisis has aumented the risk for the banks, even in Europe, and the Bce has injected some liquidity in the market during the past two months millions euros). [...]

[...] We will also focus on their strategy which is to become a leader in Europe. Page 3 sur 24 Introduction The banks sector and even more the French bank sector is being place on the first screen on the economical market. Bank are not anymore a place where you just put your money in, they are offering more and more services and they are focusing more and more on the consumers and their consumption way to become the first interlocutor for consumers. [...]