Features of implementation of market segmentation policy in bank marketing Tog’ayev Salim Sobirovich PhD, Acting associate professor, Department of

Advantages:
- low initial costs;
- the possibility of maintaining "neutral" relations with competitors.
Disadvantages:
- the height of the probability of occurrence of risks due to insufficient demand for payment.
Suggestions for implementation: this option is appropriate for medium-sized banks with a highly developed organizational and management culture and financial stability.
The second approach is related to the selection of priority options for releasing the occupied market segment.
Option 1. Directing a complete departure from the previously occupied market segment.
Implementation principle: this option involves the transfer of freed assets to other segments of the market, in full compliance with financial obligations previously taken by the bank.
Advantages:
- availability of the opportunity to quickly release the market segment that is losing its attractiveness and transfer its assets to prospective markets;
- technological simplicity of implementation.
Disadvantages:
- high level of costs associated with quick elimination of "exit barriers".
- the requirement of a large amount of expenses to eliminate "barriers to entry" in the event of a need to return to the previously vacated market segment in the bank;
- such a situation indicates mistakes in the strategy of capturing market segments.
Suggestions for implementation: this option is appropriate for small and medium-sized banks that face a strong level of competition in a certain market segment.


Option 2. Focusing on reducing the bank's participation in the relevant market segment.
The principle of implementation: this option involves the gradual abandonment of services to an unattractive customer group or financial operations with a low level of profitability. Thus, the bank exploits this segment of the market while reducing the total turnover and improves the service structure or customer base. As in the first option, assets are transferred to other segments of the market.
Advantages:
- the possibility to restore the attractiveness of the market segment served by abandoning the services and customers that caused the deterioration of financial results;
- maintaining its participation in this segment of the market, which means that, if necessary, the bank can completely restore its position without additional costs for removing "barriers to entry".
Disadvantages:
- the need to perfectly control the reduction tactics and strategy in order to prevent deterioration of the bank's general image.