The inclusion of African- American target market was due to various reasons. Firstly, they constituted majority of the population of the neighborhood and due to mid-sized bank Cityside could not afford to miss the opportunity of serving to a potentially lucrative target market backed with strong financial conditions. Secondly, the two pronged strategy led the management to seize the local consumers by deposit and housing schemes through its retail operations whereas, targeting high money market accounts through its external deposits. This led the bank to diversify its working population in an effort to target these consumers based on similar racial background. This created a sense of community and satisfaction which led to the inclusion of African-American in retail deposits by majority as they handled the local neighborhood consumers whereas; the majority of white management was present in external deposits looking after white clientele present in different geographical locations with higher money deposits.
Competitive Advantage