Maybank Business Strategy

g) What is the organization’s corporate level strategy?

Corporate level strategy is related to the strategic decision that an organization makes that will affect the whole organization. There are three types of corporate level strategies that are implemented by the organization which are the growth strategy, stability strategy and renewal strategy. The corporate level strategy that is used by Maybank is the growth strategy. Growth strategy is a plan used to enlarge the consumer market of an organization. Concentration, vertical integration, horizontal integration and diversification are the criteria that are place under the growth strategy. Maybank is classified under concentration because it is competing within a single industry which is the

Each business unit will have its own business strategy in order to satisfy customers and bring profit to the organization. There are 4 types of business strategy which are cost leadership, cost focus, differentiation focus and differentiation leadership strategy. Maybank has many different businesses which have its own strategy. For example, Maybank Investment Banking was formed to take charge of all the investment banking services. Maybank’s Investment Banking uses the differentiation leadership strategy. This is because they are targeting a large market share in the whole industry in order to obtain a competitive advantage over their competitors. The services offered by Maybank are catered to their customers’ needs and wants. Maybank offers a wide range of investment banking and stockbroking products and services through two of their business pillars which are Investment Banking and Advisory and Equities. They provide services such as equity capital markets, corporate finance and retail and institutional securities broking. There is a RM6 million increase of profit from RM205 million in 2013 to RM211 million in 2014. This shows that Maybank is capable in gaining profit while providing customers with more

Maybank Islamic Banking is using differentiation leadership strategy. They are always creative and innovative in coming up with new products for their customers and providing their customers with extra privileges. Their products and services are also customized for their customers. For example, together with Maybank’s mission of “Humanising Fiinancial Services”, Maybank Islamic MasterCard Ikhwan Card-i cardholders will be able to enjoy 5% cash back on petrol and groceries on Friday and Saturday. The bank has registered 11.324 new cardholders and they are optimistic in enlarging their market share by 2-fold by June 2015. Maybank Islamic also launched a Private Banking Account-I (PBA-i), a current account to meet the banking needs of their high net-worth customers. PBA-i not only provides its customers personalized banking facilities but also extra perks such as fascinating profit rates and suites of exclusive advantages. This shows that Maybank is improving their products to serve their customers