Marketing of Banking Services Under the Regime of Recapitalization: A Case Study of the Nigerian Banking System

financial intermediaries, the banks provide the
platform for the transfer of funds from surplus economic units to deficit
ones thereby helping in facilitating business transactions and economic
development. Since the funds being deployed by the banks are largely
owned by third parties (usually the depositors), it becomes necessary for
such funds to be prudently and efficiently managed so as to ensure the
sustenance of the confidence of the depositors in the banking system,
ensure that the financial system remain sound at all times and ensure that
the risk of bank failures is minimized.
The proliferation of banks in the 1990s brought about a stiff competition
.,which eventually culminated in a wave of change sweeping through the
entire banking system. This wave of change led to the death of 'arm-chair
banking' and impressed on every bank official the imperatives of constant
monitoring of developments in the environment; identifying and analyzing
threats with a view to converting them to opportunities as the surest way
to ensuring not just the survival but the growth of their banks as well.
Of recent, the Central Bank of Nigeria (CBN) has directed all operators
within the Nigeria - banking system to raise their capital base to N25
billion within eighteen months with compliance deadline of 3lSt December
2005.
This recapitalization requirement has thrown up a number of opportunities
as well as challenges related to mobilization of deposit and their
deployment; marketing of banking services; interest rates; diversification;
mergers and acquisition; consolidation, and so on.

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