Instructions

HSBC

HSBC wants to be known as the 'world's local bank'. this tagline reflects HSBC's positioning as a globe-spanning financial institution with unique focus on serving local markets. originally the Hong Kong and shanghai Banking Corporation Limited, HSBC was established in 1865 to finance the growing trade between China and the united kingdom. it is now the second-largest bank in the world. Despite serving over 100 million customers through 9,500 branches in 79 countries, the bank works hard to maintain a local presence and local knowledge in each area. its fundamental operating strategy is to remain close to its customers. As HSBC chairman sir John Bond said, 'our position as the world's local bank enables us to approach each country uniquely, blending local knowledge with a worldwide operating platform.' the bank's advertisements in its 'world's Local Bank' campaign depict the way different cultures interpret the same objects or events. the bank pulls its worldwide businesses together under a single global brand with the 'world's Local Bank' slogan. the aim is to link its international size with close relationships in each of the countries in which it operates. HSBC spends $600 million annually on global marketing, which it consolidated in 2004 under the WPP group of agencies. going forward, it will be seeking to leverage its position as 'the world's Local Bank' to improve on its $12.2 billion brand value, which placed it 32nd in the 2013 interbrand Best global Brands rankings.

Discuss the segmentation and positioning strategy of HSBC bank in different countries.(500-700 words)