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This dissertation intends to develop a case-study illustrating the moment when
Santander Totta decided to create a proposal to act on the Institutional Clients segment.
The decision was made in 2007, a time of changes in external conditions in the banking
sector. On the one hand, an international financial crisis was emerging, leading to higher
difficulties in maintaining the banking levels of liquidity. On the other hand, the
ongoing evolution of new technologies, allowing to bettering fit the clients' needs with
higher adaptability of products and services.
Santander Totta realized this was an opportunity to act within a relatively unknown
segment for the bank. They decided to start the market research about the Institutional
Clients segment to understand how the project could move forward.
The case describes the various factors to take into account, which should be analyzed by
the students in order to develop a segmentation proposal and a plan of actions for the
new Division.