Strategic positioning in banking industry: Evidence from banking industry

Abstract

Strategic positioning has always been a key tool for managers to analyze the position of the firm in different attributes in comparison with competitors. With regard to fierce competition in banking industry, the aim of this study is to analyze the position of Bank Melli Iran with 5 public and private rivals in 6 attributes. The sample of this study was 387 Bank Melli Iran customers. The results of this study were in 14 perceptual maps in which the positions of Bank Melli Iran attributes have been shown compared with bank’s key competitors. The results showed that Bank Melli Iran had strong position and came to the first place in attributes like price, physical equipment and location and security. Moreover, Bank Melli Iran has to improve its position in attributes with no better position.

Keywords

• Perceptual Map
• Banking industry
• Strategic positioning
• Bank Melli Iran