Critically analyses the key strategic issues the firm
1. Identifies a potential target market for Santander’s retail banking’s future international expansion strategy. (This means that you must not choose a market already served by Santander’s retail banking; doing so will result in failing this assignment).
2. Identifies the macro-environmental characteristics of this market.
3. Critically analyses the key strategic issues the firm faces in expanding into this market (opportunities and threats in the firm’s external environment plus strengths and weaknesses in the firm’s internal environment).
4. Recommends actions to be taken to ensure that this strategic international expansion is a success for the firm.
*Retail banking is when a bank executes transactions directly with consumers, rather than corporations or other banks. Services offered include savings and transactional accounts, mortgages, personal loans, debit cards, and credit cards. The term is generally used to distinguish these banking services from investment banking, commercial banking or wholesale banking.
You are strongly advised to structure your report in the same order as the assignment tasks set out above.
