Marketing Strategies of International Banks under Conditions of Uncertainty

This master’s thesis answers the question of what marketing strategies can be applied by international banks in conditions of uncertainty. To be able to answer that question, current studies of marketing strategies were reviewed, then marketing strategies for operating in conditions of uncertainty were highlighted. Since banking industry offers products and services, different from consumer ones, specifics of banking marketing have been reviewed. In order to develop recommendations for international banks on marketing strategies for uncertainty times, the marketing strategy of retail banks was analyzed with the focus on Citibank as one of the biggest international banks. The strategies on the Global and Russian markets were analyzed and compared. Also, the marketing mix comparative analysis was conducted among Citibank and the rivals. Moreover, there are finding on opportunities, which uncertainty conditions can provide to banks in the paper. On the basis of the conducted analysis, certain recommendations for international banks were developed for a marketing strategy creation in times of uncertainty.