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nominated

Consulting Project Europe+ Management Designfor Raiffeisen Schweiz Genossenschaft

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EUROPA+ CONSULTING PROJECTMarket Research andManagement Design 2017

New Sales Channel Strategiesin a Swiss Major BankRaiffeisen Schweiz Genossenschaft is one of the leading retail banks in

Switzerland. To keep up with the fast changing environment and digitalisa-

tion, an international project team at the FHS St.Gallen was instructed to

conduct market research in the Asianmarket in order to formulate new sales

strategy opportunities and banking approaches.

Raiffeisen SchweizGenossenschaft St.GallenRaiffeisen Schweiz Genossenschaft is the thirdlargest cooperative bank in Switzerland. Raiff-eisen serves its 3.7 million customers with 270cooperatively structured banks in 977 differentbranches all over Switzerland. The bank offersa broad range of products and services. Mo-reover, a unique strength of the bank is the lo-cal proximity to its clients and its trustworthin-ess, as well as exclusive advantages for mem-bers.

ProceedingBased on primary and secondary research, anoverview of the Asian banking and financemarket was generated. For the primary re-search, the project team conducted ten quali-tative interviews with experts from the bankingsector in Asia. The interviews were either heldin Korean, English or German. Moreover, atwo-stage research design with Swiss experts

was implemented to elaborate the solutionsregarding their feasibility.

ResultsDerived from primary and secondary research,the project team summarised strategic andnew sales channel solutions. Next, several fil-ters were used to assess them. Firstly, all solu-tions were assessed according to their suitabi-lity in the Swiss banking market. In a furtherstep, the strategic solutions were rated andevaluated according to a SWOT analysis andSwiss experts. The sales channels solutions, onthe other hand, were assessed according to autility analysis and Swiss experts. Moreover,they were set in context with the current situa-tion of Raiffeisen and lastly, the remaining sixsolutions were described in detail and differentapproaches for the implementation were ela-borated.

www.fhsg.ch/praxisprojekte

Project team (f. l. t. r.)Min-gi Ha, KNU, South KoreaSojin Lee, KNU, South KoreaSandra Tobler, FHS St.Gallen, SwitzerlandNicole Schneider, FHS St.Gallen,Switzerland, Project LeaderSinthusa Arumugam, FHS St.Gallen,SwitzerlandSeonghye Lee, KNU, South Korea

ClientRaiffeisen Schweiz GenossenschaftSt.Gallen, St.GallenJohannes Wieser, Head of Sales Conceptwww.raiffeisen.ch

The students were able toidentify relevant measuresthat could be implementedinto the sales channel stra-tegy of Raiffeisen, with theaid of an analysis of the

Asian banking sector. Overall a project thatcould be expected of consultants with fiveto seven years of experience.

CoachFHS St.GallenDr. Ronald Ivancic

The project team dealtwith the challenging fieldsof banking, finance anddigitalization in a veryprofessional way. Havingthe goals in mind, the

consulting process, the research design andthe development of solutions were structu-red very well. As a result, the team providedvaluable insights into the Asian Banking andFintech Markets and proposed clear lever-ages for Raiffeisen in order to refine theirSales-Channel-Strategy.

Structural Approach for Solution Finding.

Source: own illustration.

SecondaryResearch

Primary Research

Sales Channels

Utility Analysis

Swiss Expert Filter

Raiffeisen Filter

Final Solutions

Swiss Expert Filter

Final Solutions

Strategic Solutions

SWOT Analysis

Solutions which can be implemented in

Switzerland