MANAGING THE SUPPLY OF BANKING PRODUCTS FOCUSED ON CREDIT FINANCING THE RETAIL SEGMENT

In order to reach planned performances by finding the best combination of various resources, respecting in the same time market circumstances, limitation and customer needs, the bank management is constantly confronted with challenge of managing the products and services. Development of new models based on accounting information afford the internal and external stakeholders the possibilities for improving the bank activities and creation of possible scenarios. The objective of research performed is development of the model for optimization of banks products focused on credit financing the population segment. The model derived from research is applicable for every bank and could be very useful as a decision support management tool in business objectives realization. Model application enables managers to make better and comprehensive decisions in area of planning the sales of banks products to population. At the end the model was tested on the example of one big Croatian bank.