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Banking 1st Century Bank

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Submitted By qevin
Words 3452
Pages 14
Executive Summary
With the increased competition in the banking industry, due to the entrance of private companies in the industry and also the current globalization trend in which the world looks more like a global village than a big wide area we have seen banks especially retail banks adapt more and more strategies to either attract customers or retain customers. Banks have reinvented their marketing strategies to not only spur their rapid growth but also to ensure that they remain profitable in a business sector that has the greatest level of competition. This paper, therefore, seeks to evaluate and analyze the current marketing strategies of the 1st century bank as well as try to offer recommendations of other marketing strategies that the bank can either start using or stop using. This is to ensure its future survival and ascertain that it can remain effective, relevant, and trustworthy to not only win more customers but also gain new ones.

Introduction
The 1st century bank was founded in the year 2004, with the aim of serving communities of the Los Angeles state particularly those living in the western part of the state. The bank founders saw that the current existing banks within the area had lost the personal touch that banks were supposed to have with its clients; hence, they formed a bank that would re-establish the focus on attentive personal service, with local decision-making and the ability to ensure the success of its clients.
The bank was established on the principles of personal approachability, flexibility, responsiveness, and distinguished services, with its main target group being professionals, entrepreneurs, family-owned enterprises and closely held business, as well as high net worth persons by restoring the personal touch or feel into their experience in banking. However, over the years the bank has experienced tremendous growth that

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