This is a group assignment. The scenario: Your group represents the sales and marketing department of BRAND X – a bank that is only in the business of providing financial products to businesses. You have been asked by your senior Board to identify a market segment within the Islamic (or conventional) corporate credit card market, which you believe will offer attractive revenue opportunities, and develop a compelling sales and marketing plan which exploits its potential. The company has not been active in the segment previously. Your research shows that BRAND A is the segment leader, with the majority of…
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