COMPANY HISTORY INTRODUCTION

The HSBC group is one of the largest banking and financial services organisation in the world. The group has around 10,000 offices in 82 countries and territories in Europe, Asia pacific region, Americas the middle east and Africa, serves over 125 million customers has assets of US $ 1.861 billion. HSBC Rank’s fifth largest as a company in Forbes Global 2000; it also has the distinction of being one of the leading companies in banking. HSBC headquarters is located in the London's Canary Wharf on the HSBC tower. The founding member of HSBC is The Hongkong and Shanghai Banking Corporation, which was established by Thomas Sutherland, a Scot, in 1865. HSBC origins in India date back to 1853, when the mercantile was established in . The bank has since steadily grown in reach and services offerings, keeping pace with the evolving banking and financial needs of its customers. In India the bank offers a comprehensive suite of world class product and services to its corporate and commercial banking clients as also to a fast growing personal banking customer base. HSBC has a history of helping millions of customers globally to meet their financial goals. They have understood the importance and functioning of different markets through their experience in international trade. As a result, HSBC has grown into a company or banking institution that has the deepest respect for different cultures and people connected to these cultures. Their motto is to look at their customers as individuals and strive towards providing them with a personalized service that will fit each of their specific needs.

A GLOBAL PEDIGREE

HSBC Investments draws upon a long history of serving clients of the HSBC Group, tracing its roots back to the foundation of the Hongkong and Shanghai

1 Banking Corporation in 1865. The HSBC Group has identified asset management as a key constituent of the HSBC Group’s wealth management strategy and at HSBC Investments; we have been dedicated to managing assets on behalf of our clients for more than 30 years. In 1994 the HSBC Group recognised the increasingly global nature of financial markets, would create the need for a credible global asset management organisation to ensure delivery of the best possible solutions for clients. In response, the separate regional asset management businesses of HSBC were unified to create a single powerful investment manager aimed at delivering global investment capabilities combined with significant local expertise. In 2001, following the integration of CCF and its investment businesses into HSBC, a new global strategy was launched for asset management. The strategy aimed to create a core proprietary global investment management business – HSBC Asset Management, operating alongside a series of Specialist investment businesses, namely: Sinopia for quantitative and structured products, HSBC Specialist Investments for property and infrastructure investments, and HSBC Multimanager for best-in-class ‘open architecture’ investments and HSBC Alternative Investments

for single-manager hedge fund strategies. More recently, in 2004, following a strong period of growth in HSBC’s investment businesses, a new strategy was announced for the investment businesses of HSBC. The strategy is intended to position HSBC for market leadership in the provision of investment solutions that meet client needs and involved a reorganisation of HSBC’s investment businesses including HSBC Asset Management and HSBC Investment Management, leading to the creation of: HSBC Investments.

A CONCISE HISTORY

1973 HSBC forms Hong Kong based Wardley as a wholly owned merchant banking subsidiary. 1986 The European arm of HSBC Asset Management is conceived with the purchase

2 of James Capel, a leading and well established international securities company. The addition of New York based Marinvest establishes the US arm of HSBC Asset Management. 1992 Consolidation in Europe with the acquisition of the Group. 1994 Regional companies are brought together under the name HSBC Asset Management, a single investment manager offering global investment capability combined with significant local expertise. 2000 HSBC Group purchases CCF Bank, France Capital Management in Paris joins HSBC Asset Management. 2001 The market for asset management solutions has grown rapidly and investors’ requirements have become ever more sophisticated. In response to this, the asset management business of HSBC was re-organised at the end of 2001 to provide a full range of sophisticated services under the name Asset Management Services, comprising the core business, HSBC Asset Management and several specialist companies offering complementary investment management services.HSBC Asset Management completed its acquisition of China Securities Investment Trust Corporation, Taiwan's premier asset management company, in August.HSBC Asset Management (India) Private Limited is incorporated in December 2001.

2002 New investment and marketing office established in India. Co-operation with HSBC Trinkaus Capital Management and its parent HSBC Trinkaus & Burkhardt.HSBC Asset Management (India) Private Limited, the Investment Manager to HSBC Mutual Fund launches its first four schemes in December 2002. 2003 Integration of Bital's fund management business in Mexico following its purchase by HSBC. 2004 Integration and development of investment management activity in Bermuda following the acquisition of Bank of Bermuda. On 1st December HSBC announces a reorganisation of its investment management businesses as part of a new strategy designed to drive further

3 growth. 2005 HSBC Asset Management is replaced by HSBC Investments and HSBC Halbis Partners during 2005

BOARD OF DIRECTORS

S K Green, Group Chairman Age 58. An executive Director since 1998; Group Chief Executive from 2003 to May 2006. Joined HSBC in 1982. Chairman of HSBC Bank plc, HSBC North America Holdings Inc. and HSBC Private Banking Holdings (Suisse) SA. A Director of HSBC France and the Hongkong and Shanghai Banking Corporation Limited. Group Treasurer from 1992 to 1998. Executive Director, Corporate, Investment Banking and Markets from 1998 to 2003. Chairman of the British Bankers' Association.

D J Flint, CBE Group Finance Director Age 52. Joined HSBC as an executive Director in 1995. Non-executive Chairman of HSBC Finance Corporation. A non-executive Director of BP p.l.c. and a member of the Consultative Committee of the Large Business Advisory Board of HM Revenue & Customs. Chaired the Financial

4 Reporting Council's review of the Turnbull Guidance on Internal Control. Served on the Accounting Standards Board and the Standards Advisory Council of the International Accounting Standards Board from 2001 to 2004. A former partner in KPMG.

KG Morgan Age 61. A non-executive Director since October 2006. A member of the Remuneration Committee. Non-executive Chairman of SNC-Lavalin Group Inc. A member of the Board of Trustees of the Fraser Institute and the Energy Advisory Board of Accenture Limited. A non-executive Director of HSBC Bank Canada from 1996 to April 2006. Founding President and Chief Executive Officer of EnCana Corporation until December 2005 and Vice Chairman from December 2005 to October 2006.

D J Shaw, Adviser to the Board Age 61. An Adviser to the Board since 1998. . A Director of the Bank of Bermuda Limited and HSBC Private Banking Holdings (Suisse) SA. A non-executive Director of Kowloon development Company Limited and Shui On Land Limited. IMPORTANCE AND SIGNIFICANCE OF HSBC PRODUCTS AND SERVICES

The banking industry has changed from a conventional banking to a new age modern banking. Now a customer doesn’t walk into a bank just for depositing the cash or withdrawal. They go to a bank to avail entire financial planning services ranging from investing into a equity fund to reducing there tax liability.

5 HSBC was one of the first bank to understand the ever enhancing need of its customers, hence HSBC came of with its various products and services which are focused on providing solutions to there valuable customers.

Our Vision: To be the leading international Bank in Turkey. Our Mission: Throughout our history, we have been where the growth is, connecting customers to opportunities. We enable businesses to thrive and economies to prosper, helping people fulfill their hopes and dreams and realize their ambitions. This is our role and purpose. Our Values: • Our values describe how we interact with each other, with customers, regulators and the wider community. Our business principles set the standard by which we set our strategy and make commercial decisions. Together our values and business principles form our character and define who we are as an organisation and what makes us distinctive. They describe the enduring nature of how we do business. Each employee is expected to bring these values and business principles to life through their day-to-day actions and to make a commitment to put these values at the heart of how they behave. • In addition, all employees are expected to act with courageous integrity in all they do. This means having the courage to make decisions based on doing the right thing but without ever compromising the ethical standards and integrity on which the company was built. HSBC's values and business principles are underpinned by this guiding principle.

HSBC Values HSBC Business Principles Dependable and do the right thing • Financial Strength - maintain • Stand firm for what is right, deliver capital strength and liquidity on commitments, be resilient and • Risk-Management - be enterprising trustworthy and commercial, understand and be • Take personal accountability, be accountable for the impact of our decisive, use judgment and common actions, take prudent decisions sense, empower others • Speed - be fast and responsive, make principles-led decisions Open to different ideas and cultures • Performance-focus - drive leading, • Communicate openly, honestly and competitive levels of performance, transparently, value challenge, learn act with urgency and intensity , from mistakes prioritise, simplify • Listen, treat people fairly, be • Efficiency - focus on cost discipline inclusive, value different and process efficiency

6 HSBC Values HSBC Business Principles perspectives • Quality - pursue excellence Connected to customers, communities, • Customer-focus - provide regulators and each other outstanding customer experience • Build connections, be aware of • Integrated - align the Group and external issues, collaborate across break down silos boundaries • Sustainability - take a long-term • Care about individuals and their outlook, understand impact of actions progress, show respect, be supportive on stakeholders, brand and reputation and responsive

Objectives of the company Like all banks, HSBC is in business to make a profit. Yet returning the maximum investment to its shareholders is not the sole focus of this global financial institution. From its roots in rural Asia to its advancement to a global corporation, HSBC has maintained a core focus on basic principles. Achieving its aims and objectives by adhering to its values has allowed HSBC to maintain both profitability and high ethical standards. HSBC Capital Guard Portfolio The value of a fine piece of art generally increases over time. HSBC Portfolio Management Services has introduced HSBC Capital Guard Portfolio, the first Capital Guaranteed portfolio in India from HSBC. Guaranteed by HSBC Bank plc, this portfolio is ideal for investors who wish to gain from a potential equity upside, yet seek a capital guarantee on the investment amount. The key strengths of this product are:

o 100% Capital Protection Guaranteed – 100% of initial investment back at maturity (after 4 years). For the guarantee to be applicable, the investor will need to remain invested till maturity o 100% Initial Equity Exposure – We offer optimal allocation to actively managed equities aimed at Capital Appreciation

7 o Profit Lock-in Mechanism – The portfolio endeavours to capture upside by providing a 3% lock-in for every 10% increase in initial portfolio o Easy Liquidity – 4 year tenor with liquidity provided through the tenor of the product (subject to applicable exit loads) o Minimum Investment Amount – Rs 25 lacs Guarantee has been provided by HSBC Bank plc subject to terms and conditions. Please refer to Disclosure Document / Client agreement / Risk Factors before investing.

1.1.1 Principal subsidiaries The HSBC building in Manila, Philippines

Asia Pacific • HSBC Bank Armenia • HSBC Bank Australia Limited • The Hongkong and Shanghai Banking Corporation Ltd o Ltd o HSBC Bank (China) Company Ltd • HSBC Bank Malaysia Berhad • HSBC Bank Philippines Ltd • HSBC Bank India • HSBC Bank Indonesia • HSBC Bank Bangladesh • HSBC Sri Lanka • HSBC Bank Pakistan • HSBC Bank Vietnam

Oraganisation structure

8 . Marketing Strategy HSBC should implement the market penetration and product development strategy by capturing current account market share from other financial institutions that have been

9 weaken from the economic crisis. Besides that, the launch of the new prepaid card would be a step towards product development that would be useful to counter non-traditional financial institutions that are poise to enter the current account market. The market development strategy can also be carried out at a later date by bringing the new and tested prepaid card product into other geographical markets like China and India. This would be in line with HSBC’s slogan of being the ‘World’s Local Bank’ and would also take advantage of HSBC’s global network in more than 79 countries.[1] In relation to the Porter Generic model, HSBC should aim at using a broad based differentiation strategy to capture market share from ailing financial institutions. 4. Target Market 4.1. Market Segmentation and Targeting A market segment should consists of a group of customers who share a similar set of needs and wants (Kotler. Etal, 2009).[2] A market segment must be accessible, measurable, large enough and profitable in order to be worth targeted by an institution. The new prepaid card should be offered as a ‘naked solution’ that all segment members value (Anderson & Narus, 1995).[3] Ways of segmenting the market should include geographical and demographic segmentation. The new HSBC prepaid card should be launched in the United Kingdom first before being extended into other geographical regions. A time lag of half a year would be enough to test the effectiveness of the product as a method to obtain a higher market share for current accounts. Demographic segmentation on the other hand should be focussed on age and income. Special attention should be focussed on young individuals opening their first current accounts and high net worth customers. 4.2. Market Positioning Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market (Ries & Trout, 2000).[4] Data taken from SWOT and PESTEL analysis of HSBC enables marketers to define the points-of- difference and points-of-parity associations. Points-of-difference are attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competitive brand. In the case of HSBC, the bank is known to be a truly global bank with an international branch network. Points-of-parity are associations that are not necessarily unique to the brand but may in fact be shared with other brands (Brunner & Wänke, 2006).[5] There are two types of points-of-parity, namely, category and competitive points-of-parity. Category points-of- parity includes HSBC being a reputable financial institution and also a bank entrusted with fiduciary responsibility. In terms of competitive points-of-parity, HSBC must be seen to ‘break even’ with other financial institutions in terms of service quality. (See appendix 2) 5. Marketing Mix Marketing for financial services pose distinctive challenges to marketers because services are intangible, inseparable and cannot be inventoried. An expanded marketing mix is required to fully answer the differences between product marketing and marketing for

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