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Identifying The Optimal Product Strategy By Applying Portfolio Segmentation Methods – Case Of Smes In Banking Sector

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  • Nămolosu Simona - Mihaela

    (Academy of Economic Studies Bucharest, Marketing Faculty)

  • Cetină Iuliana

    (Academy of Economic Studies Bucharest, Marketing Faculty)

Abstract

Small and Medium Enterprises (SMEs) are a high potential target for banks to attack, but also a risky segment; high potential because the need for financing is increasing, but risky because the crisis affected a lot the solvability and profitability of these companies. On the other hand, loan facilities are some of the most complex banking products (if we analyse diverse financing needs of small companies, but rather due to the analysis and approval processes in banks). In defining strategic alternatives for financing products for SMEs, the following steps are essential: evaluating potential market segments and/or sub segments, always focusing on the general and particular commercial objectives of the bank, analysing the strategies used by the major competitors and last, but not least: developing motivational systems for the employees of the branches - the main distribution channel for a banking product.

Suggested Citation

  • Nămolosu Simona - Mihaela & Cetină Iuliana, 2014. "Identifying The Optimal Product Strategy By Applying Portfolio Segmentation Methods – Case Of Smes In Banking Sector," Balkan Region Conference on Engineering and Business Education, Sciendo, vol. 1(1), pages 121-126, August.
    • Handle: RePEc:vrs:brcebe:v:1:y:2014:i:1:p:121-126:n:26
    DOI: 10.2478/cplbu-2014-0026
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