Internal diagnosis

To highlight Nagelmackers strengths to capitilize and weaknesses to correct we will proceed by analysing its marketing mix. In our case the 7P Marketing Mix is more suited than the 4P :

Nagelmackers has the image of a experienced bank. It exists since 1747 and has gone through the time without difficulty to provide services to their clients. It has a strong and recognized stable and experienced brand image.

Nagelmackers was for some years a subsidiary of Delta Lloyd group and continues to have a cooperative relationship with this group since its acquisition by Anbang Belgium Holding. It therefore has a huge support from these two large multinational groups.

Brief overview

Here is a clear picture of the strengths and weaknesses of the company :

Strengths:

• Experience and Stability of the brand image

• Part of a large group

• Full range of banking products

• Access conditions available

• Many branches in Flanders

Weaknesses:

• Few branches in Wallonia

• Internet canal undeveloped