Samenvatting

This paper was written in order to come up with the solutions for the marketing strategies of the international department of the departments of Haute-Vienne and Creuse of The Banque Populaire Centre Atlantique.
In the primary research, a major problem was defined and the central and sub-questions were formulated. The internal analysis, which includes company profile and current marketing strategies of the bank, showed that the main problem is the insufficient number of services provided in English.
Moving further, the external analysis was meant to look through the external aspects which influence the performance of the international department. Firstly, the target market was analyzed, using a survey among the existing international clients of the bank and the expert consultations. Thus, it became clear who is the typical international client of The Banque Populaire, which new target groups, namely a 'periodical' client, could be reached and what a foreign customer expects from his French bank, e.g. brochures and website available in English. Secondly, the competitor analysis served as an indicator of the ability of The Banque Populaire to beat its competition and improve its weak points. It turned out that the bank has got quite a strong position on the French market with the need for improvement in the English speaking services area.
The SWOT analysis and Marketing mix added up the missing points in the marketing analysis and summarized the internal and external aspects in order to be able to continue with the recommendations. The SWOT gave a very detailed description of the strengths, weaknesses, opportunities and threats and the corresponding strategies were suggested, such as hiring staff with good language skills.
In the final part of the paper five recommended steps are described. They are supposed to update the existing marketing strategies of the bank. The international department should focus on increasing the advertisement by means of improving the website, distribution policy of the brochures and the policy of hiring the staff.
Hopefully, this paper with its analysis and recommendations will be useful for the international department of the bank and will serve for increasing the number of foreign clientele.