By Christine Ennew, Trevor Watkins, Mike Wright

Written to counterpoint "Marketing monetary companies" by means of a similar authors, this casebook offers particular functional functions for the foundations, thoughts and methods built in that textual content. Ten longer situations and ten brief situations conceal purposes in development societies, banks, insurance firms, unit/investment trusts, property organization and company monetary companies provisions

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T h e growth of Allied Irish Banks over its first twenty-five years can be illustrated as follows: Assets Employees Bank branches 1966 1991 IR£270m 2,600 430 IR£16,000m 14,000 650 In the Republic of Ireland, the b a n k could justifiably claim to be the ' n u m b e r o n e ' bank, with a 'bank' market share of some 40 to 45 per cent, its closest rival being the Bank of Ireland. In N o r t h e r n Ireland the situation was somewhat different: Allied Irish Banks held only 12 per cent of the market, a similar figure to the Bank of Ireland.

31 per cent, a stronger performance than that of the industry at large. In terms of the return on equity, however, our performance has been less satisfactory with the post-tax return remaining relatively static in recent years. Consequently the Allied exhibited a belowaverage capital radio in 1987. In recognition of this, the society raised £ 1 0 0 m of subordinated debt capital in 1988. 78 per cent of assets. 2 per cent of total income between 1984 and 1987, and this compares very favourably with the industry average.

If we face a capital constraint then we have two options: either to a m e n d the 'mission statement' or to convert to P L C status if it is felt that adequate capital could b e raised as a PLC 34 Report of the Marketing The Case Studies Director ' T h e society must consider the kind of supplier of retail financial services it seeks to be. I believe the emphasis should be on supplying products to meet customer needs profitably. T h e r e are two reasons for this. First, our traditional business areas, mortgages and savings products, are becoming more like commodities.

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