Services Marketing

Executive summary

In its motion to move forward, Jyske Bank faces continous challenges with regard to profitability, although overall profitability is good and relatively stable. Jyske strategizes a presentation of visibile and distinctive alternative to more traditional providers  of financial services.

The bank calls the initiative "Jyske Difference", an objective to be as close to the customer as possible. Customers are changing behavior - more self-reliant while demanding personal service.

With the new initiative, the bank offer better deal to meet the modern types of consumer. With Jyske Difference, Jyske Bank signals that we are more than a bank.

The objective of this report is to evaluate the service marketing core value of  Jyske Bank. By identifying these critical issues, we could well analyse the strategies taken by Jyske in its defensive approach towards creating a competitive edge. We also analysed and gave recommendation in context with the issues stated in the case by using Service Marketing Theoriies to further escalate or even enhance Jyske's competitive positioning level by meeting the needs of the customers.

2.0 Introduction

Jyske was established in Year 1967 with the merger of  four Danish banks. In the beginning of  90's, Jyske realised the need of change to build a competitive as to the emerging trend of the competition. 

Jyske’s differentiation is a turnkey improvement plan that escalated its performance being from a low profit, unremarkable and conservative running organization similar to its rivals to a bank having a competitive edge.  Jyske Bank is the place where customers become smarter, inspired, and experience a straightforward atmosphere."

    3.0 Critical Issue

3.1. Management Focus

[pic]

To treat the three groups of stakeholders (shareholders, customers and employees) with equal respect,attach great importance. This is illustrated by three equally big overlapping circles which must remain in...