Getting Share of Voice Without Share of Wallet– How a Midsize Company can Compete Against Industry Giants–the Experience of Fidelity Bank Using CSR
Over the years, well established companies have often made it very difficult for new ones to spring up and flourish. In instances where new companies spring, efforts aimed at promoting their products and services end up promoting existing ones. For example, Coca-Cola has become a brand name for all soft drinks, Peak Milk for all milk, Indomie instant Noodles for all fast food, among several other instances. These instances provide practical insights on the challenges that await new entrants into the market. Consequently, this study provides an overview of how a midsized company can compete against industry giants and flourish in a competitive business world. In doing so, the paper narrowed on the banking sector with specific attention on the Fidelity Bank experience. It is hoped that this paper will serve as a blue print for young entrepreneurs to succeed in a highly competitive business environment.