Essay格式范文：SWOT Analysis of HSBC Bank

Essay格式范文-匯豐銀行SWOT分析，essay怎么寫？尤其是有特定實(shí)證對(duì)象，還需要用到SWOT分析方法的留學(xué)作業(yè)，本文就是一篇含有這方面要求的Essay寫作范文，主要內(nèi)容是講述匯豐銀行是世界上最大的銀行和金融服務(wù)機(jī)構(gòu)之一。它在歐洲、亞太地區(qū)、美洲、中東和非洲建立了業(yè)務(wù)。1991年，匯豐控股公司在英國成立，總部設(shè)在倫敦。1999年，該公司確立了其國際品牌名稱，這確保了該集團(tuán)的企業(yè)標(biāo)志成為世界各地的熟悉景象。匯豐將其品牌名稱與競爭對(duì)手的品牌名稱區(qū)別開來，它描述了匯豐與眾不同的獨(dú)特特征，即“世界本地銀行”。截至2004年12月31日，其總資產(chǎn)價(jià)值為6600億美元。它在全球擁有9500多個(gè)辦事處。它在不同的國家和地區(qū)雇傭了超過253000名員工。

Task 1
HSBC is known as one of the largest banking and financial services organization in the world. . It has established businesses in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. In 1991, HSBC holdings were incorporated in England, with its head office based in London. In 1999, the company established its international brand name, which ensured that the Group’s corporate symbol became a familiar sight all across the world. HSBC differentiates its brand name from those of its competitors by describing the unique characteristics which distinguish HSBC, namely being, ‘The world’s local bank’. As at 31st December 2004, its total asset was valued at 660 billion. It has over 9,500 offices worldwide. It employs over 253, 000 people, across different countries and territories. Its shares are held by around 200,000 people in some 100 countries and territories. The company’s shares are also traded on most of the world’s renowned stock exchanges, namely, London, Paris, New York, and Bermuda stock exchanges respectively. The HSBC group provides a comprehensive range of financial services namely:
其股份由約100個(gè)國家和地區(qū)的約200000人持有。該公司的股票也在世界上大多數(shù)著名的證券交易所交易，分別是倫敦、巴黎、紐約和百慕大證券交易所。匯豐集團(tuán)提供全面的金融服務(wù)，即：
Personal Financial Services:個(gè)人金融服務(wù)
It has over 100 million personal consumers’ worldwide (including Consumer Finance customers). It provides a full range of personal finance services, including current and savings accounts, mortgages, insurance, loans, credit cards, pensions, and investment services. It is one of the world’s top ten issuers of credit cards.
它在全球擁有超過1億個(gè)人消費(fèi)者（包括消費(fèi)金融客戶）。它提供全方位的個(gè)人金融服務(wù)，包括活期和儲(chǔ)蓄賬戶、抵押貸款、保險(xiǎn)、貸款、信用卡、養(yǎng)老金和投資服務(wù)。它是世界十大信用卡發(fā)行商之一。
Consumer Finance:消費(fèi)金融
The Company’s Finance Corporation’s consumer finance business ensures point of sale credit to consumers, and lends money and provides related services to meet the financial needs of everyday people. In 2004, it completed the integration of its former household businesses.
公司金融公司的消費(fèi)金融業(yè)務(wù)確保向消費(fèi)者提供銷售點(diǎn)信貸，并提供貸款和相關(guān)服務(wù)，以滿足日常人的金融需求。2004年，它完成了對(duì)以前家庭企業(yè)的整合。
Commercial Banking:商業(yè)銀行
HSBC is a leading provider of financial services to small, medium-sized and middle market enterprises. The group has over two million such customers, including sole proprietors, partnerships, clubs, and associations, incorporated businesses and publicly quoted companies. In the UK, 209 Commercial Centre were launched to provide improved relationship management for higher value small-medium-sized enterprise customers, while in Hong Kong, Business Banking Centres, were expanded to provide a one-stop service.
匯豐銀行是為中小型市場企業(yè)提供金融服務(wù)的領(lǐng)先提供商。該集團(tuán)擁有200多萬這樣的客戶，包括獨(dú)資企業(yè)、合伙企業(yè)、俱樂部和協(xié)會(huì)、注冊(cè)企業(yè)和公開上市公司。在英國，成立了209個(gè)商業(yè)中心，為高價(jià)值的中小型企業(yè)客戶提供更好的關(guān)系管理，而在香港，擴(kuò)大了商業(yè)銀行中心，以提供一站式服務(wù)。 
Corporate Investment Banking and Markets:公司投資銀行和市場
Tailored financial services are provided to corporate and financial clients. Business lines include Global Markets, Corporate and Institutional Banking, Global Transaction Banking, and Global Investment Banking. Global Markets includes foreign exchange, fixed income, derivatives, equities, metals trade, and other trading businesses. Corporate and Institutional Banking covers relationship management and lending activities. Global Transaction Banking includes payment and cash management, trade services, supply chain, securities services, and wholesale banknotes businesses. Global Investment Banking involves investment banking advisory, and investment banking financing activities.
為企業(yè)和金融客戶提供量身定制的金融服務(wù)。業(yè)務(wù)范圍包括全球市場、公司和機(jī)構(gòu)銀行業(yè)務(wù)、全球交易銀行業(yè)務(wù)和全球投資銀行業(yè)務(wù)。全球市場包括外匯、固定收益、衍生品、股票、金屬貿(mào)易和其他交易業(yè)務(wù)。公司和機(jī)構(gòu)銀行業(yè)務(wù)涵蓋關(guān)系管理和貸款活動(dòng)。全球交易銀行業(yè)務(wù)包括支付和現(xiàn)金管理、貿(mào)易服務(wù)、供應(yīng)鏈、證券服務(wù)和批發(fā)紙幣業(yè)務(wù)。全球投資銀行業(yè)務(wù)涉及投資銀行咨詢和投資銀行融資活動(dòng)。
Private Banking:私人銀行
HSBC is one of the world’s top private banking businesses, providing financial services to high net worth individual and families in 70 different locations.
匯豐銀行是世界頂級(jí)的私人銀行業(yè)務(wù)之一，為70個(gè)不同地點(diǎn)的高凈值個(gè)人和家庭提供金融服務(wù)。       
Task 2
While a business plan describes what your business is and intends to be, a marketing plan focuses onchange.A marketing plan is essential to every business because itdescribes how you plan to attract and retain customers.
雖然商業(yè)計(jì)劃書描述了你的業(yè)務(wù)是什么和打算是什么，但營銷計(jì)劃書的重點(diǎn)是改變。營銷計(jì)劃對(duì)每個(gè)企業(yè)都至關(guān)重要，因?yàn)樗枋隽四?jì)劃如何吸引和留住客戶。
SWOT Analysis SWOT分析
(S)trengths:優(yōu)勢(shì)
HSBC group offers a comprehensive range of financial services in Bangladesh.
Personal Financial Services:It has over 100 million personal consumers’ worldwide (including Consumer Finance customers). It provides a full range of personal finance services, including current and savings accounts, mortgages, insurance, loans, credit cards, pensions, and investment services. It is one of the world’s top ten issuers of credit cards.
匯豐集團(tuán)在孟加拉國提供全面的金融服務(wù)。             
個(gè)人金融服務(wù)：它在全球擁有超過1億個(gè)人消費(fèi)者（包括消費(fèi)者金融客戶）。它提供全方位的個(gè)人金融服務(wù)，包括活期和儲(chǔ)蓄賬戶、抵押貸款、保險(xiǎn)、貸款、信用卡、養(yǎng)老金和投資服務(wù)。它是世界十大信用卡發(fā)行商之一。
Commercial Banking: HSBC is a leading provider of financial services to small, medium-sized and middle market enterprises. The group has over two million such customers, including sole proprietors, partnerships, clubs, and associations, incorporated businesses and publicly quoted companies. In the UK, 209 Commercial Centre were launched to provide improved relationship management for higher value small-medium-sized enterprise customers, while in Hong Kong, Business Banking Centres, were expanded to provide a one-stop service.
商業(yè)銀行：匯豐銀行是為中小企業(yè)提供金融服務(wù)的領(lǐng)先提供商。該集團(tuán)擁有200多萬這樣的客戶，包括獨(dú)資企業(yè)、合伙企業(yè)、俱樂部和協(xié)會(huì)、注冊(cè)企業(yè)和公開上市公司。在英國，成立了209個(gè)商業(yè)中心，為高價(jià)值的中小型企業(yè)客戶提供更好的關(guān)系管理，而在香港，擴(kuò)大了商業(yè)銀行中心，以提供一站式服務(wù)。
Corporate Investment Banking and Markets: Tailored financial services are provided to corporate and financial clients. Business lines include Global Markets, Corporate and Institutional Banking, Global Transaction Banking, and Global Investment Banking. Global Markets includes foreign exchange, fixed income, derivatives, equities, metals trade, and other trading businesses. Corporate and Institutional Banking covers relationship management and lending activities. Global Transaction Banking includes payment and cash management, trade services, supply chain, securities services, and wholesale banknotes businesses. Global Investment Banking involves investment banking advisory, and investment banking financing activities.
企業(yè)投資銀行和市場：為企業(yè)和金融客戶提供量身定制的金融服務(wù)。業(yè)務(wù)范圍包括全球市場、公司和機(jī)構(gòu)銀行業(yè)務(wù)、全球交易銀行業(yè)務(wù)和全球投資銀行業(yè)務(wù)。全球市場包括外匯、固定收益、衍生品、股票、金屬貿(mào)易和其他交易業(yè)務(wù)。公司和機(jī)構(gòu)銀行業(yè)務(wù)涵蓋關(guān)系管理和貸款活動(dòng)。全球交易銀行業(yè)務(wù)包括支付和現(xiàn)金管理、貿(mào)易服務(wù)、供應(yīng)鏈、證券服務(wù)和批發(fā)紙幣業(yè)務(wù)。全球投資銀行業(yè)務(wù)涉及投資銀行咨詢和投資銀行融資活動(dòng)。
Private Banking: HSBC is one of the world’s top private banking businesses, providing financial services to high net worth individual and families in 70 different locations.
私人銀行業(yè)務(wù)：匯豐是世界頂級(jí)的私人銀行業(yè)務(wù)之一，為70個(gè)不同地點(diǎn)的高凈值個(gè)人和家庭提供金融服務(wù)。       
(W)eaknesses:劣勢(shì)
HSBC in Bangladesh has been affected by the world-wide financial uncertainty and instability. Equally customers both private and business of all financial institutions now have serious concerns and doubts about the security of their own monies and investments. Trust in HSBC and its management is at an all time low and it needs to address this, in order to alleviate customer concerns, build trust again and re-establish bank’s own brands and market positions.
孟加拉國的匯豐銀行一直受到全球金融不確定性和不穩(wěn)定性的影響。同樣，所有金融機(jī)構(gòu)的私人和商業(yè)客戶現(xiàn)在都對(duì)自己的資金和投資的安全性感到嚴(yán)重?fù)?dān)憂和懷疑。對(duì)匯豐銀行及其管理層的信任度一直很低，它需要解決這一問題，以減輕客戶的擔(dān)憂，再次建立信任，重新建立銀行自己的品牌和市場地位。
(O)pportunities:機(jī)會(huì)
HSBC could build renewed customer confidence and this will rebuild and retain their current customer’s trust. It will also gain customers from other banks and financial organizations who do not target and address these customer concerns.
匯豐可以建立新的客戶信心，這將重建并保持當(dāng)前客戶的信任。它還將獲得其他銀行和金融機(jī)構(gòu)的客戶，這些銀行和金融組織不會(huì)針對(duì)和解決這些客戶問題。
Objectives 目標(biāo)
The aim of HSBC is to rebuild and retain customer trust and re-establish its brand and market position for the future.
匯豐的目標(biāo)是重建和保持客戶的信任，并為未來重新建立其品牌和市場地位。             
Marketing Strategy:營銷策略
Towards the end of 2003, HSBC launched ‘Managing for Growth’, a strategic plan that provides HSBC with a blueprint for growth and development during the next five years. The strategy is evolutionary, not revolutionary. It builds on HSBC’s strengths and it addresses the areas where further improvement is considered both desirable and attainable.
2003年底，匯豐推出了“為增長而管理”，這是一項(xiàng)戰(zhàn)略計(jì)劃，為匯豐提供了未來五年的增長和發(fā)展藍(lán)圖。該戰(zhàn)略是漸進(jìn)的，而不是革命性的。它以匯豐的優(yōu)勢(shì)為基礎(chǔ)，并解決了認(rèn)為需要和可以進(jìn)一步改進(jìn)的領(lǐng)域。
HSBC concentrates on growing earnings over the long term at a rate which will place it favourably when compared with its peer group. Also it focuses on investing in its delivery platforms, its technology, its people and its brand to support the future value of HSBC as reflected in its comparative stock market rating and total shareholder return (‘TSR’). HSBC remains committed to benchmarking its performance by comparison with a peer group.
匯豐專注于長期收益的增長，其增長速度將使其與同業(yè)集團(tuán)相比處于有利地位。此外，它還專注于投資其交付平臺(tái)、技術(shù)、人員和品牌，以支持匯豐的未來價(jià)值，這反映在其比較股票市場評(píng)級(jí)和股東總回報(bào)中。匯豐仍致力于通過與同行集團(tuán)的比較來衡量其業(yè)績。
Budget:預(yù)算
HSBC has to ensure that it has sufficient finance available to rebuild and retain customer trust and re-establish its brand and market position for the future.
匯豐必須確保其有足夠的資金來重建和保持客戶的信任，并在未來重新建立其品牌和市場地位。
Task 3
Based on the marketing plan, we can communicate to our target audience in Bangladesh the rebuilding and retaining of customer trust and re-establishment of the HSBC brand and its market position for the future in many ways. We can do advertisement in many ways. Those ways are as follows:
根據(jù)營銷計(jì)劃，我們可以通過多種方式向孟加拉國的目標(biāo)受眾傳達(dá)重建和保持客戶信任、重新建立匯豐品牌及其未來市場地位的信息。我們可以用多種方式做廣告。這些方法如下：       
Advertisement:廣告
We can include the advertisement on the newspaper as the advertisement is relatively long lasting. It is also cheaper that way.
We can distribute leaflets to people’s homes through the post. Leaflets are long lasting and it can be distributed to specific customers.
We can use the internet as a medium for advertising. We can have our own website, on which we can advertise and tell potential customers about us and our offer.
我們可以在報(bào)紙上刊登廣告，因?yàn)閺V告的持續(xù)時(shí)間相對(duì)較長。這樣也比較便宜。             
我們可以通過郵局向人們的家中散發(fā)傳單。傳單經(jīng)久耐用，可分發(fā)給特定客戶。             
我們可以把互聯(lián)網(wǎng)作為廣告的媒介。我們可以有自己的網(wǎng)站，我們可以在網(wǎng)站上做廣告，并向潛在客戶介紹我們和我們的報(bào)價(jià)。
Promotion:促銷
We can give discount to the customers.
We can reduce the interest rates.
We can distribute free samples either nationally or in a local area. In this way prospective customers may be interested.
We can produce brochures and catalogues describing our business. This will give the impression of our quality organization.
我們可以給顧客打折。             
我們可以降低利率。             
我們可以在全國或當(dāng)?shù)胤职l(fā)免費(fèi)樣品。這樣，潛在客戶可能會(huì)感興趣。             
我們可以制作介紹我們業(yè)務(wù)的小冊(cè)子和目錄。這將給我們的質(zhì)量組織留下印象。       
Direct Response Programs:直接響應(yīng)計(jì)劃：
We can introduce the option of credit card that is customers can do shopping by the use of their credit card.
We can allow people their bills in our organization that is HSBC.
我們可以引入信用卡選項(xiàng)，即客戶可以使用信用卡購物。             
我們可以允許人們?cè)谖覀兊慕M織，即匯豐銀行中支付賬單。       
Sponsorship:贊助
We can sponsor a cricket tournament like the World Cup in Bangladesh.
We can sponsor the cultural events like Pohela Baishakh.
We can sponsor the events like Book Fair.
我們可以贊助孟加拉世界杯這樣的板球比賽。             
我們可以贊助Pohela Baishakh等文化活動(dòng)。             
我們可以贊助書展等活動(dòng)。
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