| Author | Rungnapa Phangpunga |
| Note | A company project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration (Executive) in Management of Technology and International Business |
| Publisher | Asian Institute of Technology |
| Abstract | The purpose of this company project was to formulate mid term strategy for re-designed of the Corporate Banking Business in the Siam Commercial Bank.,PCL (SCB), after the Bank admired of the changes of environment of banking business in Thailand.
In the 21st century competitive landscape, the fundamental nature of competition has changed by the globalization. Challenges for the Corporate Banking Group (CBG) are defined by both internal and external challenges.
In this report will focus on the internal analysis of pursuing the reader to think about how the corporate banking employs its strategic planning for growth and retention its business strategies. Focused on how the corporate banking migrate and evolve their sales management process practices and employment the new organization.
SCB will pursue an active and competitive strategy to expand its business opportunity. It will be concerned with providing a challenging and rewarding professional environment for its staffs, expanding its relationships with new clients and strengthening the relationships of existing clients, and providing superior returns to its shareholders. Growth will not sacrifice quality nor compromise prudent market risk policies.
Recommendation provided base on the key strategies applied from my experience as the Relationship Manager of the Corporate Banking Group, merged with standard model. It’s all about how to be successful in corporate banking - for growth, the same tend to pop up; increase wallet share, improve customer satisfaction, serve customer more cost-effectively, and know customers ’s need so that the banks can offer the right product at the right time. The bank will require a strong talent pool to implement and control system, which influence to the corporate ’s strategy, business or functional level can lead to success to be the bank of choice and toward to be No.1 in corporate banking.
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| Year | 2007 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Venkatesh, Sundar; |
| Examination Committee(s) | Igel, Barbara;Kauranen, Ilkka ; |
| Scholarship Donor(s) | The Siam Commercial Bank., PCL ; |