MBA Senior Proposal

Name: Youssef Harika

ID:
In order to implement my education and academic background in a way that may benefit my
country, I had a new idea that may be implemented across Lebanon. Due to the harsh situations
that are facing my country, I decided to create a company that would help create a better relation
between the Lebanese banks and customers in a way that would decrease the numbers of
conflicts that are happening nowadays in the banking sector.
Since I was able to gain a strong background in marketing and especially digital marketing, I
decided to create a company that would provide all kinds of digital services for Lebanese banks
and credit unions, that would save both time and money for both parties, and would probably
play a major role in diminishing all kinds of violence and abuse that banks are facing nowadays
due to the current political and economic situations. Digital solutions and techniques will cover
all banks services from A to Z with no need to visit the branch.
my company is specialized in developing digital marketing programs specialized in the banking
sector, by developing online service, social media channels and applications with full features
that will benefit the bank by diminishing the possibility of any conflict in the branch, by working
on making all banking procedures via virtual branch and by online system.
My senior project outline is as follows:
Outline
-Acknowledgment…………………………………………………………………………………2
-Abstract…………………………………………………………………………………………...6
-Chapter 1: Introduction:
1.1 Overview………………………………………………………………………………………7
1.2 Need of the project…………………………………………………………………………….7
1.3 Problem definition…………………………………………………………………………….8
1.4 Scope of the project…………………………………………………………………………...8
1.5 Objective of the research…………………...…………………………………………………8

-Chapter 2: Banking Digital Marketing

2.1 History of Marketing in the banking sector…………………………………………………9
2.2 Banks marketing mix………………………………………………………………………..10
2.3 Digital marketing channels …………………………………………………………………13
2.4 Bank’s marketing strategy ………………………………………………………………….17
2.5 Lebanese banks sector and digital marketing………………………………………………19

-Chapter 3: The Company

3.1 Company description………………………………………………………………………..21
3.2 Company name selection……………………………………………………………………21
3.3 Startup cost …………………………………………………………………………………22
3.4 Growth requirement and Capital needed …………………………………………………...23
3.5 Human resources requirement ……………………………………………………………..24

-Chapter 4: Digital Marketing Plan

4.1 Mission statement ………………………………………………………………………..…27
4.2 Goals and objectives …………………………………………………………….……….....27
4.3 Market Analysis ………………………………………………………………..…………..27
4.4 Business Analysis ………………………………………………………………………….28
4.3 Marketing mix strategy……………………………………………………………………..28
4.4 Banks services and benefits ………………………………………………………………..30

-Chapter 5: Financial Analysis

5.1Business Analysis……………………………………………………………………………33
5.2 Breakeven Analysis and Chart………………………………………………………………34
5.3 Balance sheet……………………..…………………………………………………………34
5.4 Income Statement……………………………………………………………………..…….36
5.5 Cash flow…………………………………………………………………………………….38
5.6 Capital Strusture……………………………………………………………………………..39
-Chapter 6: Conclusion and Recommendations
6.1 Conclusion…………………………………………………………………………………40
6.2 Recommendations …………………………………………………………………………40
6.3 Limitations …………………………………………………………………………………42
6.4 Future research …………………………………………………………………………….42

References ……………………………………………………………………………………43
List of tables

Table 2.1 Advantages and disadvantages of Mobile application……………………………………………………………15

Table 3.1 Startup-cost……………………………………………………………………………………………………………………………22

Table 3.2 Human resources and requirements ……………………………………………………………………………………..24

Table 5.1: Fixed costs……………………………………………………………………………………………………………………………33

Table 5.2: variable costs……………………………………………………………………………………………………………………….34

Table 5.3: Breakeven Analysis………………………………………………………………………………………………………………34

Table 5.4.: Income Statements for the First Three Years……………………………………………………………………….35

List of Figures

Figure 3.1: Logo “B-Click”……………………………………………………………………………………………………………………..21

Figure 4.1: Marketing Mix …………………………………………………………………………………………………………………..29