SEGMENTATION OF CORPORATE CLIENTS IN A BANK
SEGMENTATION OF CORPORATE CLIENTS IN A BANK

Author(s): Miroslav Sponer
Subject(s): Business Economy / Management, Financial Markets
Published by: Masarykova univerzita nakladatelství
Keywords: Segmentation; segmentation criteria; segment; bank strategy; corporate client;
Summary/Abstract: The goal of this paper is to define applicable segmentation criteria for corporate banking clients based upon analyses of corporate client needs. In the first section, I summarize the principles of segmentation and segmentation specifically as it relates to bank strategy. I further analyze client needs and developments in business in the Czech Republic. Applicable segmentation criteria are proposed based upon corporate client need analyses and on a comparison of the segmentation criteria used by leading financial institutions in the Czech Republic and the European Union.

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