วิชาองค์การและการจัดการ BE 543

1. 54010915109
54010915149
54010915178
54010915184

2. …BE 543…

3. 8 2488
5 21
6
31 2488
12 15
31 2554 30,486
1,722,940 1,242,229
1,210,834
816
286
530
8
66
“ ”

4. Value Proposition
CRM (Customer Relation Management)
Olimpic Experience
2551 180

5. 20
K SME Value Plus
Revenue Model /
2549 2550 2551 2552 2553* 2554*
935,5 994,5 1,304, 1,366, 1,546, 1,722,
09 18 045 993 664 940
746,2 783,8 967,95 975,49 1,100, 1,242,
60 22 0 2 036 229
677,2 762,5 904,00 943,37 1,076, 1,210,
07 05 8 8 981 834
51,81 55,51 60,130 56,396 62,271 83,692
0 6
17,19 18,08 17,694 13,021 15,527 27,201
7 5

6. 14,15 18,89 22,590 27,299 28,400 34,017
5 7
25,56 29,02 35,060 40,445 38,003 43,019
1 9 ** **
23,20 27,29 29,966 30,229 37,141 47,489
7 9
13,66 15,00 15,333 14,732 20,047 24,226
4 5 ***
ROA) 1.54 1.55 1.33 1.10 1.38 1.48***
ROA) 1.54 1.55 1.33 1.12 n.a. n.a.
(
16.4 15.9 14.4 12.8 15.7 16.7***
ROE)
16.4 15.9 14.4 12.7 n.a. n.a.
ROE)
(
4.1 4.1 4.0 3.5 3.5 3.8
NIM)
4.1 4.1 4.0 3.6 n.a. n.a.
NIM)
(

7. 52.4 51.5 53.9 57.2 50.6 47.5
Efficiency Ratio)
52.4 51.5 53.9 55.9 n.a. n.a.
Efficiency Ratio)
(
NPL 46,49 34,98 33,686 37,152 33,175 31,736
gross) 5 0
NPL 27,28 17,60 15,712 18,473 16,022 14,698
net) 2 0
32,99 25,85 29,772 34,045 36,832 40,343
3 2
6.9 4.5 3.1 3.8 2.9 2.5
4.1 2.3 1.5 1.9 1.4 1.2
71.0 73.9 88.4 91.6 111.0 127.1
14.7 14.6 15.1 15.2 14.0 13.8
1 10.5 10.7 9.8 10.3 9.4 9.6
31 2552
1 31 2552

8. -
*
**
***
4 2554
**** 2554
14.73 1
10.56
Market Opportunity
SME
-
139
3,000

9. AEC
2558
SME
350 10 3,500
30
L/C 500 10 5,000
Rate Guarantee)

10. 90%
139
62
One-stop
service)
Competitive Environment
SWOT Analysis ( )
S (Strengths) →
KBank

12. SMEs
2-3
Harvard
University

13. W Weangths) →

14. 1
5
ATM
 Opportunities
ATM

15. ASEAN
ASEAN
AEC
2015
Corporate)
SMEs)

16. T Threats

17. Competitive Advantage
Link Gate
Resource

18. KResearch
Sector
Re-Package
Marketing
Staff
Market Stategy
4P’s Marketing mix
 (Product)
 (Price)

19. 3 6 12 24
0.8700 1.8500-2.2000 2.3000-2.5000 2.7000-2.7500 3.100
ATM Pool
ATM Pool
10 1
ATM Pool
ATM Pool 10,000
25
ATM Pool 10,001
35
- 30,000
15
SMS
2555
SMS
SMS
E-Savings Accountw

20.  Place
816
 (Promotion)
“

21. http://www.kasikornbank.com ,
K-Contact Center 0 2888 8888 24
Organization Development
5 7
2,500
1,000
Downsizing)
Downsizi
ng 1980
Downsizing)

22. 2
1.
2. (Organizati
on Benefits)
1982 –
1988
Staff)
4

23. 1.
2.

24. 3.
4. 3
(Outsourcing)

25. Management Team /

28. 




31. Planning
-
Information Dissemination
CSR
Implementation Guidance
Intermediaries
Consultation
CSR
CSR
-
2554

32. -
-
-
--
-
(Financial Planner

33. -
-
-
-
-
Organization
-
-
-
-
-

34. -

37. BU =Business Unit

38. -
-
-
-
-
-
Leading
"

39. (Strategic Analysis)
(Strategic Formulation)
(Innovative Bank)
"
performance"
Re-engineering
2537
Re-

40. engineering Efficient
improv-ment )
Consumer focus)
,
Strong People Discipline
Innovative
Bank

41. Habit Thinking
Controlling
Balanced Scorecard (BSC)
1.1
1.2

42. 2.1
2.2
2.3
3.1
3.2

43. 4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8

44. 4.9
5.1
5.2
5.3
5.4
management
letter)
4
5.5
5.6
5.7

45. 5.8
5.9
6.1
7.1
7.2

46. http://www.kasikornbankgroup.com
http://tulip.bu.ac.th/~jarin.a/content/Innovation/compet_advanta
ge.htm
http://www.boybdream.com/manager-news-
content.php?newid=88370