Market structure analysis: a foundation for developing and assessing bank strategy

Abstract

Knowledge of how consumers perceive alternative banks on important attributes provides a foundation for understanding market structure. Market structure analysis can assist the bank in identifying potential opportunities in differentiation and in assessing the viability of low cost as a competitive advantage. This paper presents the results of a study that utilized perceptual mapping to assist in analyzing market structure and in developing marketing strategies based on this knowledge. The success of the strategies was tracked and assessed by a replication of the market structure analysis five years later.

Citation

Young, M.R. (1999), "Market structure analysis: a foundation for developing and assessing bank strategy", International Journal of Bank Marketing, Vol. 17 No. 1, pp. 20-25. https://doi.org/10.1108/02652329910254019