Page 34 - A&T BANK ANNUAL REPORT 2012

GENERAL INFORMATION
CORPORATE MANAGEMENT
FINANCIAL INFORMATION
SALES AND MARKETING
A&T Bank is seen as both a pioneer in foreign trade with the MENA region,
and a competitive bank in domestic activities.
Following the Changes in MENA Region
In 2012, A&T Bank continued to provide its customers
with corporate and commercial products and services via
its seven branches. The adverse events, which began in
2011 and spread throughout the Middle East and North
Africa, encouraged the Bank to develop alternative market
strategies. Accordingly, in 2012, A&T Bank focused on the
domestic dynamics of its target markets and increased
its efforts toward new customer acquisition and brand
positioning. The Bank also placed emphasis on domestic
corporate and commercial banking. A&T Bank, which
has supported the real sector for more than 35 years, by
considering its clients as business partners, is seen as
both a pioneer in foreign trade with the MENA region, and a
competitive bank in domestic activities.
Following the completion of the infrastructure work on
marketing processes and systems begun back in 2011,
2012 was a successful year for A&T Bank. The Bank has
become a more customer-oriented organization, acquired
new customers and developed a more diversified client
network. Additionally, the Bank enhanced its product range
in line with customer expectations, while managing to offer
its products and services at competitive prices. Initiated
by the Sales and Marketing Division in 2010, performance
measurement projects on branch, customer and product
bases were completed in 2011. And in line with efforts to
enhance the product range, new cash management and loan
products were developed. Within the context of cooperation
with various institutions to ensure product diversification, a
new agency agreement was signed with insurance company
Ziraat Sigorta. Meanwhile, the opening of the Güneşli Branch
enabled the Bank to provide more effective services to its
clients on the European side of Istanbul.
Toward Customer Oriented Growth
Within the framework of the strategic plan approved by the
Board of Directors, the Division launched various projects
to expand the product range, determine customer value
propositions, bring the internet banking application into
operation, build strategies to penetrate target markets,
and advance customer segmentation and company
management design. A&T Bank also continued to strengthen
its cooperation with multinational and national companies
operating in Turkey’s leading sectors, thereby expanding its
business volume by virtue of the added value created by both
the local and global experience of its robust shareholders.
In 2013, within the framework of the Bank’s strategic
plan, the Sales and Marketing Division targets achieving
customer-oriented growth, the adding of new products
to its existing product range, bringing its Internet banking
application into service and attaining greater penetration of
new markets. The primary focus area will be its activities
in the Middle East and North Africa by taking advantage of
its experience and expanding correspondent network in
the region. Meanwhile, achieving a greater market share in
domestic corporate and commercial banking will also feature
among the Division’s priorities.