5. INTERNAL ANALYSIS
5.1 Introduction
In this chapter, an analysis of Deutsche Bank’s internal environment will be conducted, using primary and secondary data from a number of internal company sources.
5.2 Company profile
Company overview
Deutsche Bank in the Netherlands is an international universal bank made up of several divisions: Asset & Wealth Management, Corporate Banking & Securities, Global Transaction Banking and Private & Business Clients. The focus here is the Global Transaction Banking (GTB) division’s TF/CMC department. Their most important client segments are: Mid Cap and Large Cap. The focus for this marketing plan is on the Mid Cap segment, which consists of clients whose mother company is of Dutch origin, is an international player, and has turnover upwards of EUR 50 million (L. Hedges, personal communication, November 7th, 2014).
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However, this department is not of importance to this specific marketing plan.
Finances
Revenue developments in the past 3 years are as follows: in 2011 Deutsche Bank’s net revenue (after provisions for credit losses) was €31,389m, in 2012 it was €32,015 and in 2013 it was €29,860m (AG, Deutsche Bank Facts and Figures, 2014), (Deutsche Bank, 2014). For Deutsche Bank N.V.’s profit and loss account please refer to chapter 5.5 on page 33.
Ratings for Deutsche Bank, carried out by established rating agencies, can be compared to those of competitors (see CH4) (Deutsche Bank A.G., 2014).
Short Term Long Term
Moody’s P-2 A3
S&P A-1 A
Fitch F1
Our new strategy was to look at our customers’ total holding and figure out how to deepen their relationship with the bank if they had potential. “Case study page 8”
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