Abstract
Binckbank is an American company founded in the year 2000. It employs 560 people throughout the world and has about 300,000 account holders. In France, the Binckbank's subsidiary offers two services: securities account to invest in stock trades, and provision of bank accounts to take advantage of interest rate. In the website of Binckbank, (http://www.binck.fr/), the major outline of the bank's services is mentioned. Since the beginning of the financial crisis, one out of two people in France have changed their management of investment. Thus, they preferred financial transactions involving huge amount of money. Consequently, it can be seen as an opportunity for banks specialized in stock trade transactions because they can purchase cash stock which becomes easy to sell. Only 6% of non-stockholders and 14% of stockholders wanted to invest in stock trade because they saw an opportunity in it. In consequence, Binckbank must be comforting to reinstate confidence with people. However, the bank can be satisfied as it is located in a country which least affected by the current crisis. To catch attention of its target, Binckbank needs to differentiate itself from its competitors. The company does not communicate on its services or the ease of use but communicates essentially on price. Thus, with the lowest brokerage fees of the market and no custodian fees, Binckbank can catch the attention of young people who scan for the cheapest price to have the best profitability.
