Managing financial institution’s marketing - case of the conversion of Swiss franc to Croatian kuna

Na početku pisanja rada odmah skrećem pozornost da rad nije vezan za pravni dio (akt) „konverzije“ valute, nego isključivo na utjecaj marketing na rast prihoda i povećanje dobiti društva. Marketing je zadovoljenje potreba koje ima profitabilan karakter, a počinje tržišnom razmjenom. Smatra se i dinamičnim područjem poslovne ekonomije kao i upravljačkim i društvenim procesom koji stvaranjem, ponudom i razmjenom proizvoda koji ima vrijednost, daje pojedincima ili grupama ono što im je potrebno kako bi zadovoljili svoje želje. Marketing se smatra i organizacijskom funkcijom i procesom koji za cilj ima stvaranje i komunikaciju te isporuku vrijednosti potrošačima. Marketing se bavi potrebama i željama pojedinaca i pronalaženjem načina zadovoljenja njihovih potreba. Veliku važnost ima marketing banaka jer su banke važan aspekt nacionalnog gospodarstva. Poslovne su banke razvile najsuvremeniji izraz marketinškog djelovanja – strateški marketing, čiji je zadatak voditi bankovnu organizaciju kao kontinuirano obnovljivi proces s ciljem usklađivanja djelovanje banke s tržišnom okolinom banke. U sklopu marketinga banaka, bitan je marketing miks koji označava program nastupa na tržištu, odnosno on se definira kao sredstvo nastojanja ostvarivanja ciljeva od strane gospodarskog subjekta, a ujedno je i izbor te kombinacija različitih elemenata marketinga postavljenih radi ostvarivanja ciljeva. Marketing miks obuhvaća proizvod, cijenu, distribuciju i promociju u sklopu koje je bitno oglašavanje. Mnogi građani, koji su uzeli stambene kredite u CHF, našli su se velikim problemima te je povodom toga bila pokrenuta marketinška kampanja putem televizije, tiskanih medija te oglašavanja, čime je došlo do odobravanja prvih kredita za refinanciranje iz švicarskog franka u hrvatske kune. U radu su nabrojani proizvodi banke, kao i sam proces donošenja odluka.Firstly, I would like to turn your attention to the fact that this paper is not bound to the legal act of the currency conversion, but is explicitly bound to the impact of marketing on income growth and society's income increase. Marketing is a profitable meeting of needs which begins with market exchange. It is considered to be a dynamic field of business economy. Marketing is a managing and social process which creates, offers and exchanges products with value so that these products can meet the needs of individuals and groups. It also has an organisational function with the goal of creating, communicating and delivering values to the consumers. Marketing deals with the needs and wishes of individuals, and with finding ways to meet their needs. Marketing plays a major role in the banking sector because banks make up a large aspect of the national economy. Business banks have developed the most contemporary expression of marketing activities: strategic marketing whose aim is to lead a banking organisation through a continuously renewable process in order to coordinate it with the bank’s market surrounding. An important part of the banking sector’s marketing is the marketing mix which marks the programme of appearance on the market i.e. it is defined as means of endeavour to accomplish the economic operator’s goals. At the same time, marketing mix is a choice as well as a combination of different marketing elements set to accomplish goals. It covers a wide range of products, prices, distribution and promotion which makes up a big part advertisement. Many citizens, who have taken up housing loans in Swiss franc, have faced great difficulties which have initiated marketing campaigns on TV, in the newspapers and on the radio. These campaigns led to the approval of refinanced loans i.e. converted loans from Swiss franc to Croatian kuna. The paper lists bank's products, as well as the decision making process itself