BANK RECAPITALIZATION AS A MARKETING STRATEGY IN A COMPETITIVE BANKING INDUSTRY:A STUDY OF UNITED BANK FOR AFRICA(UBA)PLC

ABSTRACT
The Nigerian banking system was at no time immune to reforms. This was
confirmed by the central bank of Nigeria in her 2006 Annual report.The
proliferation of banks in the country over the past decade or two have
resulted in banks developing various strategies to survive despite the
competition that threatened to drag them under.In Nigeria, most banks hav e
not lived up to expectations of providing better and adequate goods and
services to their customers,they have low capital base thereby forcing some
of them to fold up,with people’s money and other valuable items .

Therefore,
bank recapitalization as part of the strategy adopted by the central bank of
Nigeria(CBN) to raise the capital base of the banks in the country, with the
aim of strengthening and consolidating the banking sector came at the right
time.Today’s United Bank for Africa Plc(UBA), is the result of the merger of
the Old UBA,Standard Trust Bank(STB) and subsequent acquisition of
Continental Trust Bank(CTB). The work employed both primary and
secondary methods of data collection technique and made use of percentages
and Z-Scores for the analysis. The study has shown among other factors that
Bank recapitalization is an effective tool for marketing management in UBA
Plc and that marketing is actually a high level integration of several functions
designed to sense, serve and satisfy consumers while meeting the goals of
the organization.The study recommends fundamentally that the Bank’s

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