Market Research proposal
Uploaded by jwahii on Aug 16, 2005
Table Of Contents:
1 Commercial Bank of Africa’s (CBA) Background Information: 4
1.1 History: 4
1.2 Current Situation: 5
1.2.1 Banks In Kenya 5
1.2.2 Commercial Bank of Africa (CBA) Latest Development: 5
1.2.3 Services Offered By Commercial Bank of Africa (CBA): 6
1.2.3.1 Corporate and Institutional Banking: 6
1.2.3.2 Personal Banking: (Current and Savings Account): 6
1.2.3.3 General Services: 7
1.2.4 Situation that Lead To Marketing Research: 7
2 Literature Research: 8
3 Problem Definition: 11
3.1 Decision Problem: 11
3.2 Research Problem: 11
3.3 Research Objectives: 11
4 Research Design Methodology (Primary Data): 12
4.1 Exploratory Research (Qualitative Research): 12
4.1.1 Interviews: 13
4.2 Descriptive Research (Quantitative Research): 14
4.2.1 Survey Method That Can Be Used: 15
4.2.1.1 Telephone: 15
4.2.1.2 Mail: 16
4.2.1.3 Internet Survey: 16
4.2.1.4 Personal Method: 17
4.3 Issues Of Discussion: 18
5 Time Frame: 19
6 Study Limitations: 22
6.1 Random Sampling Errors: 22
6.2 Administrative Errors: 23
6.2.1 Data Processing Error: 23
6.2.2 Interviewer Error: 23
6.2.3 Interviewer Cheating: 23
7 Budget 24
8 References: 25
8.1 Books: 25
8.2 Brochures: 25
8.3 Journals (On-line): 25
8.4 Newspapers: 25
8.5 Personal Communication: 25
8.6 Websites: 26
9 Appendix: 27
9.1 Interview Questions: 27
9.2 Questionnaire: 28
Project Title:
To investigate ways of increasing the market share for Commercial Bank of Africa (CBA)
1 Commercial Bank of Africa’s (CBA) Background Information:
1.1 History:
It was in 1962, that the Commercial Bank of Africa (CBA) Limited was started in Dar-es-Salaam, in Tanzania. Branches were quickly set up in Kenya (in Mombasa and Nairobi cities) and Uganda (in Kampala city). In 1967,Tanzania nationalised all the banks. This made CBA to incorporated itself in Kenya (CBA, 2005, http://www.cba.co.ke).
In 1971, Uganda, sold off its branch in Kampala. This eventually made CBA to begin its business as the main subsidiary of the Societe Financiere pour les pays D’Outre Mer (SFOM), which was a consortium bank that was based in Sweden. SFOM had interests throughout Africa with financial institutions (CBA, 2005, http://www.cba.co.ke).
The SFOM consortium members included the Banque National de Paris, Bank Bruxelles Lambert, Commerz Bank, and The Bank of America. Eventually, Bank of America obtained shares from all the SFOM members. This made CBA to be a subsidiary of the Bank of America (CBA, 2005, http://www.cba.co.ke).
Around 1980 to about 1984, The Bank of America established new disciplines and global systems in CBA. Eventually in late 1984 the Bank of America sold the bulk of its shares to the local investors, but was still allowed to manage CBA, due to an agreement and a small amount of interest it still had for CBA (CBA, 2005, http://www.cba.co.ke).
The Bank of America finally sold all it’s shares so as to make CBA to be owned completely by Kenyan investors (CBA, 2005, http://www.cba.co.ke).
1.2 Current Situation:
1.2.1 Banks In Kenya
In 2003, Kenya officially had fifty-one banks. (Market Intelligence, 2003 from http://www.mi.co.ke/business_and_finance/banking/banking_survey.asp).
During the period of 2001 and 2003, six banks were either merged or went under liquidation. In 2001 Standard Chartered Bank was rated one of the best banks ever followed by Citibank and Commercial Bank of Africa respectively. In 2002, Citibank was rated the best bank followed by Standard Chartered. Commercial Bank of Africa retained its third...