| Author | Napalada Yothaphant |
| Note | A project study submitted in partial fulfillment of the requirements for the degree of
Executive Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | This research investigates the problem of Wealth Banking products in TMB bank Plc and its
impact on creating competitive advantage in Thailand. Wealth Banking at TMB is not
growing sufficiently to be competitive in Thailand.
So far, the problems Wealth Banking are having are in terms of deterrent of low growth of
Asset under Management (AUM). We have a problem with products on offer and would
like to know the products that Wealth Banking clients would like to invest in and the products
that we need to develop. The research matches what we offer to client needs. The other
issues investigated are the operations staffs and procedures as well, because customer
behavior in Thailand is still to make transactions at the branches with familiar people.
TMB WB has changed three management teams of Wealth banking Department because of
the poor performance, based on client feedback by professional survey. Currently the TMB
WB is operated by, the third team which has Priority Banking experiences.
It is concluded that some strategic implementation approaches would work for the Wealth
Banking Department, such as segmentation, coordination, promotion and provide range of
products line more in line with customer needs. |
| Year | 2010 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive)-(EMBA) (Publication code = ESM) |
| Chairperson(s) | Muller, Logan; |
| Examination Committee(s) | Dimmit, Nicholas J.;Winai Wongsurawat; |