Evaluation the role of marketing in Maltese banks through the McKinsey 7-S Framework

Abstract

Purpose- The purpose of this dissertation is to explore the marketing function of Maltese banks through the McKinsey 7-S framework. Research Methodology- In-depth structured interviews with bank representatives were conducted to explore the banks' use of marketing through the McKinsey 7-S framework. Existing literature on the framework was used to create the research question. Findings- The findings reveal the role of the marketing function in the organisation. These include how marketing is used to devise the banks' strategy, how the structure, style, staff training, shared organisational values and organisational skills of the banks reflect a marketing orientation, and how the marketing function supports or is supported by other departments within the bank. Research Limitations- The findings provide a general understanding of the role of marketing in the Maltese banks. A more in-depth research of each variable of the McKinsey 7-S framework is required to provide a more concise idea of the role of marketing in these organisations. The research has excluded banks which specialise in trade finance and/or banks which are registered in Malta but do not actively operate in the Maltese market. Originality/Value- Marketing is not just advertisements and promotions. Anticipating what consumers want, having the right staff with the right skills, and having efficient and flexible systems and/or structure are paramount for an organisation which wants to follow a marketing orientation.