Marketing New Product

－——Banco Santander bank

Prepared by: Yang Zhan (Alice)
Prepared on: 10th September 2015

Summary

Background
Spain has the largest financial group in Latin America, one of the world's third-largest bank and fourth largest bank profits, as well as international development of the world's most successful bank, which is Spain's Banco Santander. Santander founded in 1857. By the end of 2013, total assets reached 1.1156 trillion euros, net profit of 4.37 billion euros the year. Santander's network around the world, mainly in continental Europe, Latin America and the United Kingdom three major markets. Its business scope relatively broad international business, retail business, the company's business, SME business, asset management, private banking, university finance business, consumer credit. Santander international development started late, but come from behind. In the 1990s, through the implementation of its expansion strategy of large-scale overseas acquisitions, fast emerging as a major international bank. Santander international development a lot of success factors, including the use of special geographical advantages, with European countries and Latin America as a starting point and focus, seize the favorable opportunity to carry out mergers and acquisitions and cooperation, and to enter the local market is a critical step. Manage and operate Santander bank the most importance step is make good strategy by manage this company, through these strategies let customers knows this bank and make a choice that are best for them.
As a success and famous bank on the world, Santander bank think around many factors their bank thus make some good strategies to operate and manage their bank.
From research knows the heart of the bank strategy that