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Case: Bank of Desert

In: Business and Management

Submitted By carrot
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Case 2- Bank of Desert,

1) The consultants’ approach was superior to the system Bank of Desert had been using. In the current system the profit growth target for each branch was 10% per year and the performance in the branches were measured with number of product sales and cross sale/total retail accounts ratio. At the end of the year the results from these two measures were compared with the targets set in the annual planning process. The evaluation and the targets were set by the top management of the firm and the bonuses were paid based on the branches’ percent achievement of the target.

The system that the consultants proposed was based on a comparison between a branch’s performance and its market opportunity potentials. With this system each branch should be able to achieve its goals given its location, size and operating conditions. The old system with its 10% annual profit growth target on the other hand could favour some branches, for example it could be easier for some branches in growing areas to attract new customer (i.e. increase the number of sales) than branches in saturated areas (i.e. areas where the branch has already served its customers in many years and where the customers are already using the majority of the products that the branch can offer).

The new system measures the potential of growth for each branch and because it is based on the markets average performance it should not be impossible to achieve these growth goals. The consultants’ proposal involved three metrics customer mix (profitability of the products purchased by customers of different type and classifying the customers into four categories 1- outstanding to 4-unprofitable customers), market penetration (BoD’s penetration rate in a market compared to the company’s average penetrations rate) and customer retention (the branch retention rate compared to the clusters

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