Marketing plan for The Bank of Nova Scotia

M D Milne

American Bankers Association, 1992, vol. 06, issue 01

Abstract: This award-winning paper from the ABA Graduate School of Agri- Finance and Banking describes how the Bank of Nova Scotia (Picture Butte, Alberta) set out to increase its banking relationships with viable farm operators in its market area through market analysis and development of a strategy to enlarge market share. To define its market area, the bank used natural boundaries on the 1986 County Map as well as a government-provided enterprise list. Market area producers were categorized as Customer, Prospect, Customer/Prospect, or Government Lands. Recognizing that the existing customer base most significantly impacts the bank's agricultural loan portfolio growth, the branch aims to focus on strengthening relationships with current customers. As solicitation of new prospects requires substantial time and expense, The Bank of Nova Scotia will first concentrate on large accounts and carefully select prospects.

Keywords: Agricultural; Finance (search for similar items in EconPapers)
Date: 1992
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Persistent link: https://EconPapers.repec.org/RePEc:ags:abajal:336243

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