Essay格式范文：SWOT Analysis of HSBC Bank

Essay格式范文-汇丰银行SWOT分析，essay怎么写？尤其是有特定实证对象，还需要用到SWOT分析方法的留学作业，本文就是一篇含有这方面要求的Essay写作范文，主要内容是讲述汇丰银行是世界上最大的银行和金融服务机构之一。它在欧洲、亚太地区、美洲、中东和非洲建立了业务。1991年，汇丰控股公司在英国成立，总部设在伦敦。1999年，该公司确立了其国际品牌名称，这确保了该集团的企业标志成为世界各地的熟悉景象。汇丰将其品牌名称与竞争对手的品牌名称区别开来，它描述了汇丰与众不同的独特特征，即“世界本地银行”。截至2004年12月31日，其总资产价值为6600亿美元。它在全球拥有9500多个办事处。它在不同的国家和地区雇佣了超过253000名员工。

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:
其股份由约100个国家和地区的约200000人持有。该公司的股票也在世界上大多数著名的证券交易所交易，分别是伦敦、巴黎、纽约和百慕大证券交易所。汇丰集团提供全面的金融服务，即：
Personal Financial Services:个人金融服务
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.
它在全球拥有超过1亿个人消费者（包括消费金融客户）。它提供全方位的个人金融服务，包括活期和储蓄账户、抵押贷款、保险、贷款、信用卡、养老金和投资服务。它是世界十大信用卡发行商之一。
Consumer Finance:消费金融
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.
公司金融公司的消费金融业务确保向消费者提供销售点信贷，并提供贷款和相关服务，以满足日常人的金融需求。2004年，它完成了对以前家庭企业的整合。
Commercial Banking:商业银行
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.
汇丰银行是为中小型市场企业提供金融服务的领先提供商。该集团拥有200多万这样的客户，包括独资企业、合伙企业、俱乐部和协会、注册企业和公开上市公司。在英国，成立了209个商业中心，为高价值的中小型企业客户提供更好的关系管理，而在香港，扩大了商业银行中心，以提供一站式服务。 
Corporate Investment Banking and Markets:公司投资银行和市场
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.
为企业和金融客户提供量身定制的金融服务。业务范围包括全球市场、公司和机构银行业务、全球交易银行业务和全球投资银行业务。全球市场包括外汇、固定收益、衍生品、股票、金属贸易和其他交易业务。公司和机构银行业务涵盖关系管理和贷款活动。全球交易银行业务包括支付和现金管理、贸易服务、供应链、证券服务和批发纸币业务。全球投资银行业务涉及投资银行咨询和投资银行融资活动。
Private Banking:私人银行
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.
汇丰银行是世界顶级的私人银行业务之一，为70个不同地点的高净值个人和家庭提供金融服务。       
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.
虽然商业计划书描述了你的业务是什么和打算是什么，但营销计划书的重点是改变。营销计划对每个企业都至关重要，因为它描述了您计划如何吸引和留住客户。
SWOT Analysis SWOT分析
(S)trengths:优势
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.
汇丰集团在孟加拉国提供全面的金融服务。             
个人金融服务：它在全球拥有超过1亿个人消费者（包括消费者金融客户）。它提供全方位的个人金融服务，包括活期和储蓄账户、抵押贷款、保险、贷款、信用卡、养老金和投资服务。它是世界十大信用卡发行商之一。
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.
商业银行：汇丰银行是为中小企业提供金融服务的领先提供商。该集团拥有200多万这样的客户，包括独资企业、合伙企业、俱乐部和协会、注册企业和公开上市公司。在英国，成立了209个商业中心，为高价值的中小型企业客户提供更好的关系管理，而在香港，扩大了商业银行中心，以提供一站式服务。
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.
企业投资银行和市场：为企业和金融客户提供量身定制的金融服务。业务范围包括全球市场、公司和机构银行业务、全球交易银行业务和全球投资银行业务。全球市场包括外汇、固定收益、衍生品、股票、金属贸易和其他交易业务。公司和机构银行业务涵盖关系管理和贷款活动。全球交易银行业务包括支付和现金管理、贸易服务、供应链、证券服务和批发纸币业务。全球投资银行业务涉及投资银行咨询和投资银行融资活动。
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.
私人银行业务：汇丰是世界顶级的私人银行业务之一，为70个不同地点的高净值个人和家庭提供金融服务。       
(W)eaknesses:劣势
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.
孟加拉国的汇丰银行一直受到全球金融不确定性和不稳定性的影响。同样，所有金融机构的私人和商业客户现在都对自己的资金和投资的安全性感到严重担忧和怀疑。对汇丰银行及其管理层的信任度一直很低，它需要解决这一问题，以减轻客户的担忧，再次建立信任，重新建立银行自己的品牌和市场地位。
(O)pportunities:机会
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.
汇丰可以建立新的客户信心，这将重建并保持当前客户的信任。它还将获得其他银行和金融机构的客户，这些银行和金融组织不会针对和解决这些客户问题。
Objectives 目标
The aim of HSBC is to rebuild and retain customer trust and re-establish its brand and market position for the future.
汇丰的目标是重建和保持客户的信任，并为未来重新建立其品牌和市场地位。             
Marketing Strategy:营销策略
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，汇丰推出了“为增长而管理”，这是一项战略计划，为汇丰提供了未来五年的增长和发展蓝图。该战略是渐进的，而不是革命性的。它以汇丰的优势为基础，并解决了认为需要和可以进一步改进的领域。
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.
汇丰专注于长期收益的增长，其增长速度将使其与同业集团相比处于有利地位。此外，它还专注于投资其交付平台、技术、人员和品牌，以支持汇丰的未来价值，这反映在其比较股票市场评级和股东总回报中。汇丰仍致力于通过与同行集团的比较来衡量其业绩。
Budget:预算
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.
汇丰必须确保其有足够的资金来重建和保持客户的信任，并在未来重新建立其品牌和市场地位。
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:
根据营销计划，我们可以通过多种方式向孟加拉国的目标受众传达重建和保持客户信任、重新建立汇丰品牌及其未来市场地位的信息。我们可以用多种方式做广告。这些方法如下：       
Advertisement:广告
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.
我们可以在报纸上刊登广告，因为广告的持续时间相对较长。这样也比较便宜。             
我们可以通过邮局向人们的家中散发传单。传单经久耐用，可分发给特定客户。             
我们可以把互联网作为广告的媒介。我们可以有自己的网站，我们可以在网站上做广告，并向潜在客户介绍我们和我们的报价。
Promotion:促销
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.
我们可以给顾客打折。             
我们可以降低利率。             
我们可以在全国或当地分发免费样品。这样，潜在客户可能会感兴趣。             
我们可以制作介绍我们业务的小册子和目录。这将给我们的质量组织留下印象。       
Direct Response Programs:直接响应计划：
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.
我们可以引入信用卡选项，即客户可以使用信用卡购物。             
我们可以允许人们在我们的组织，即汇丰银行中支付账单。       
Sponsorship:赞助
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.
我们可以赞助孟加拉世界杯这样的板球比赛。             
我们可以赞助Pohela Baishakh等文化活动。             
我们可以赞助书展等活动。
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