Business Strategies for Entering a New Market Segment Employed by a Large Bank: Analysis of the Internal Environment

The objective of the study is to assess the resources, opportunities and constraints of the Bank to enter the new micro small business (MSB) segment. In order to fulfill the objective, the following tasks need to be accomplished: To define the essence and role of marketing as an integral part of the internal environment in the system of strategic management and banking activities. To study and generalize scientific and theoretical works of domestic and foreign researches on the problems of organization of marketing research in the conditions of developing markets. To estimate methodical possibilities and economic practice of organization of marketing researches in the system of management of strategic development of banking environment. To conduct marketing research of trends and factors of dynamics of the Bank's development with the use of innovative technologies. To identify and characterize the most effective marketing tools for increasing the Bank's market activity by analyzing the results of primary marketing research. To develop and substantiate the model of marketing promotion of a business product/business project. To develop scientific and practical recommendations on implementation of effective marketing technologies in the practice of strategic management of the Bank's activities. Theoretical and practical significance of the research conducted in this paper is to use the findings to apply more effective methods and solutions in the field of marketing research in order for the Bank to enter a new market segment. Approbation of the thesis. Materials of the thesis were presented by the author at the XLII International Multidisciplinary Conference "Prospects and Key Tendencies of Science in Contemporary World", Madrid, Spain, 2024. Degree of scientific development of the problem. The most famous points of view on the allocation of factors of the internal environment, is developed by P. Doyle, F. Steer. Doyle, F. Stern, M. Mescon, M. Albert and F. Hedourie, EW Mainardes, LS Rodrigues, Richard J. Varey, Nicholas J. Ashill theory, according to which the main variables of the internal environment are goals, objectives, structure, technology, as well as people. The issues of assessment of the internal environment are disclosed in scientific economic works: Ignatyeva L.P., Klochkov A.Y., Isaenko A.V., Komarov O.E., Lavrishcheva E.E., Milova Y.Y., Moiseenko A.A., Necheukhina N.S., Platonov A.M., Sidorin A.V., O.S. Vihansky. The origins of this issue originate in the first half of the 20th century in the works of Bogdanov A.A. and Ludwig von Bertalanffy, but the importance for enterprises was realized only in the 60's with the growing crisis situations in the economy. Currently, there are a variety of methods for studying and analyzing the environment, the choice of the optimal one ensures the successful promotion of the business environment. The scientific novelty of this study is that for the first time in the Bank an in-depth study in the field of marketing was conducted, which allowed to assess all the resources of the Bank's internal environment to determine the opportunities and limitations of entering a new market segment. The object of the study is the internal environment of the Bank. The subject of the study is the marketing tools of the Bank's internal environment. This work consists of an introduction, three chapters, conclusion, list of used sources and appendices. The first chapter reviews theoretical approaches to the analysis of the internal environment of a banking organization. The concept of internal environment and its role in the banking environment are disclosed. Methods and tools of analyzing the internal environment and marketing functions are described. The relevance of the application of marketing audit of the internal environment of the bank is substantiated. The features of risk analysis in the internal environment of the bank are presented. The second chapter presents a brief description of the Bank and products for small and medium-sized businesses. The current marketing strategy of the Bank is analyzed. The efficiency of the Bank's activities in the realization of resource support and opportunities to enter a new segment is assessed. The third chapter presents the results of SNW-analysis: the key parties of the Bank. The Bank's balanced scorecard is drawn up. The model of marketing promotion of business product/business project is substantiated. Practical recommendations for improving the Bank's marketing activities based on the analysis of the internal environment are developed and described. The key words: bank, internal environment, marketing audit, research.