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

The master's thesis examines the development of a marketing strategy for the entry of a large bank of Kazakhstan into a new segment of the micro- and small-business market. At the moment, the bank does not segment this market as a separate one. Now this segment is included in the segment of small and medium-sized businesses. The purpose of the study is to study external factors affecting the company, growth rate and market volume, competitive environment and consumer demand in order to further take into account all of the above factors in developing a strategy for entering the IMB segment. The research methodology is based on working with secondary data (desk research) and working with primary data (empirical research, including in-depth interviews). Such methods of analyzing the external environment as PESTEL analysis, calculation of market volume (PAM TAM SAM SOM), benchmarking and in-depth interviews were used. The results of the study became a fundamental factor in developing a strategy for the bank’s entry into a new segment.