Summary

For successful functioning of the bank in modern conditions, it is necessary to develop a development strategy and harmonize operational management procedures with procedures for marketing strategic planning and management.

Strategic marketing planning is one of the most important types of planning in the enterprise, closely related to strategic corporate planning. The goal of strategic marketing planning is to identify the most promising areas of the company's activities, which is typical for the corporate level and the level of strategic business units.

The strategy of banking marketing is a generalized model of the actions necessary to achieve the bank's long-term goals by coordinating and distributing financial resources on the basis of the principles and functions of banking marketing in order to ensure profitability
Strategic planning of bank marketing is a general corporate process that provides a unified direction of efforts of all members of the banking institution to determine the priority methods of the bank's work in order to form effective credit, deposit, investment and interest policies.
Strategic orientation of bank marketing is investigated by the majority of domestic and foreign scientists as a process of strategic marketing planning. Strategic planning is considered as a category, subordinated to bank management, and, as a general corporate function.

Strategic planning is one of the most effective levers of management of a commercial bank, since this system covers all spheres of its activity and all its structural subdivisions.
The process of developing strategies is designed to ensure successful and efficient operation of the bank in the financial market and to direct efforts of all divisions of the bank to accomplish the assigned tasks. Development of the bank's development strategy is carried out by those who ultimately will be responsible for its implementation. Thus, the strategic planning tasks are transformed into a clear, continuous process of strategic management of the bank's activities.

A well-formulated mission and concept of the bank contribute not only to attracting customers and improving relations with the bank's partners, but also increase the interest and loyalty of its employees, and also increase the purposefulness and effectiveness of the organization's strategic development.

The mission is the basis for formulating strategic goals that will form the basis of corporate and business strategies. The difference between the strategy and the concept and mission is that the strategy is not an abstraction, it is a set of concrete actions combined with a business concept of development that can lead the bank to create a real competitive advantage that will be stored for a long time. The optimal strategy is to ensure the effective life and development of the organization under any economic circumstances.

Among the variety of strategies of many banks can be identified several of the most common and popular, which in practice lead to the successful achievement of the goals: innovative (innovative) strategies, aggressive expansion strategies to new markets, diversification strategies.

The main stages related to the development of the bank's marketing strategy are: preparation of analytical economic reviews, identification of target markets, collection and processing of internal information, formulation of bank's objectives, gathering information on target markets, marketing mix development, strategic planning, in the market, working adjustments to the marketing strategy.

In practice, especially in banks with established business traditions and principles of work, the development of a marketing strategy is associated with the recognition of the absence of this important economic tool in the arsenal of the bank's management.