Analysis of marketing strategies in closed economy conditions in the banking industry

The impact of sanctions on the banking industry has been the impact on foreign exchange reserves, the increase in the risk of financing the bank, restrictions on withdrawals from the bank's financial resources abroad, increased credit risks. In this regard, the purpose of this study was to develop and present Bank Mellat marketing strategies taking into account the five competitive forces of the bank and the impact of sanctions on these forces. The statistical population of the study is ۵۰ experts of Bank Mellat in Tehran, which has been used with two questionnaire tools in the field of strong competitive components for Bank Mellat in the conditions of sanctions and then evaluating the strategic position of these competitive components. In order to determine the superior competitive components of the mean comparison test and to examine the strategic position of each of the strong competitive components in the conditions of sanctions that were determined in the previous stage, internal, external environment and action and strategic position evaluation matrices were used. The results showed that from the component that creates competition, ۱۰ components from other components have more competitive power in closed economy conditions and all ۱۰ components were approved. From the point of view of experts in the area of strategic position, they have been aggressive for this bank. Among these, the two competing components "changing customers 'tendency to invest in the stock market instead of bank deposits" and "customers' incentives to make a profit from their capital" have the best and most aggressive position in this matrix and "application change cost" Bank Mellat services and products have had the least aggressive position in this matrix. The results also showed that the most important competitive power for Bank Mellat in closed conditions is "power "Customer bargaining" and "the power of alternative products and services", which is quite logical given the current economic and financial uncertainties for customers to use banking services.

کلیدواژه ها:

Marketing Strategy ، Closed Economy ، Bank Mellat