Case Study of BCR BANK: Application of Financial-Banking Marketing

Abstract

The evolution of Banca Comercială Română (BCR) as a key financial institution in Romania has been marked by strategic acquisitions, technological advancements, and market-driven innovations. This paper analyses BCR's historical development, its banking services, and the application of financial marketing strategies to enhance corporate client engagement. Using SWOT analysis (Kotler & Keller, 2016), the study assesses BCR's banking application and its role in digital transformation. Furthermore, a market study via an online questionnaire (Zeithaml, Bitner & Gremler, 2018) provides insights into customer satisfaction and preferences, which form the basis for BCR's marketing strategies. Findings suggest that BCR's emphasis on digital banking (Grönroos, 2007) and customer retention (Porter, 1985) strengthens its competitive advantage in Romanian financial market.