Case Study of Raiffeisen Bank. Application of the Banking Marketing Mix

Abstract

This case study explores the application of the banking marketing mix at Raiffeisen Bank, a major financial institution operating in Romania. The study examines the bank's history, mission, and strategic approach to customer retention. A SWOT analysis is conducted to identify key strengths, weaknesses, opportunities, and threats. Furthermore, the research analyses customer behaviour through a market study, providing insights into demographic trends and service preferences. The study also highlights Raiffeisen Bank’s innovative marketing strategies, such as digital transformation, referral programs, and targeted promotional campaigns. The findings offer a comprehensive overview of how Raiffeisen Bank adapts to the dynamic financial market and enhances customer experience.