Development and promotion of the new banking product. Case: Multi Account
Stols, Mikelis (2015)
Stols, Mikelis
Mikkelin ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015111016139
https://urn.fi/URN:NBN:fi:amk-2015111016139
Tiivistelmä
The main target of the research was to find out and analyze whether the new product Multi account developed for AS Citadele bank is going to succeed and be desired on the local market in Latvia.
The thesis consists of several parts which together create a logical overview of a new product development process and its market promotion activities which are described in detail in the theoretical framework.
The empirical part describes the history and current operations of AS Citadele bank, its share on the market of banking services in Latvia and current market situation in the country. The development process of Multi account and its market promotion activities are described in this part as well.
The research data was collected by means of a questionnaire. For this purpose a certain amount of random respondents were questioned. The questionnaire was designed for receiving the primary data from the respondents concerning their financial behavior.
The conclusions were drawn up as a summary with the author’s recommendations for AS Citadele bank. The conclusions part has summed up and represents the results of this thesis, regarding a new product development and its market promotion at AS Citadele bank.
The thesis consists of several parts which together create a logical overview of a new product development process and its market promotion activities which are described in detail in the theoretical framework.
The empirical part describes the history and current operations of AS Citadele bank, its share on the market of banking services in Latvia and current market situation in the country. The development process of Multi account and its market promotion activities are described in this part as well.
The research data was collected by means of a questionnaire. For this purpose a certain amount of random respondents were questioned. The questionnaire was designed for receiving the primary data from the respondents concerning their financial behavior.
The conclusions were drawn up as a summary with the author’s recommendations for AS Citadele bank. The conclusions part has summed up and represents the results of this thesis, regarding a new product development and its market promotion at AS Citadele bank.