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DW MKTG 522 Final Paper
Hantz Group: A New Era of Financial Planning Derek Watson Keller Graduate School of Management MKTG 522 Marketing Plan Final Paper Professor Dena Hale April 22, 2014

1.0 Executive Summary
HantzGroup was started by John Hantz in 1998. He left American Express and brought a lot of financial advisors from them along for the ride. He had a great idea to transform the way people thought of financial planning. Currently, they have a new approach to financial planning. They have implemented the family office approach that gives clients the opportunity to get specialized help from their specialists. I think they should use the power of the internet to help spread the word about their new approach. There are many different ways of advertising on the Internet. They should explore all options to maximize their full potential when it comes to getting new clients.
2.0 Situation Analysis
The Hantz Group is a regional financial services firm that was founded in January 1998 by John Hantz. This company was established to provide an alternative to existing financial planning relationships. Financial planning services are offered by various investment and accounting firms. Marketing is a critical part of promoting their services. Some issues they might encounter include government regulation, technological changes, and legal, political, or social issues. FINRA is a governmental agency that monitors financial planning firms. The Hantz Group doesn’t have a marketing department. The financial advisors current way of marketing is through cold calling, seminars, and client referrals.

2.1 Market Summary
Hantz Group current market consists of individuals and business owners who have a need for financial planning. The financial planning fees vary depending on the complexity of the client situation. “Based on 1998 to 2007 Survey of Consumer Finances datasets the proportion of households reporting use of a financial planner


References: Hanna, S. D., (2011). THE DEMAND FOR FINANCIAL PLANNING SERVICES. Journal of Personal Finance, 10(1), 36-62. Ameriprise.com, https://www.ameriprise.com/about-ameriprise- financial/company-information/, 2014 Northernfinancialadvisors.com, https://www.northernfinancialadvisors.com/services, 2014 Hantzgroup.com, http://hantzgroup.com, 2014 Kotler, P. & Keller, K. (2012). Marketing management. (14th ed.). Pearson Education, Pearson Prentice Hall. Marketing.about.com, http://marketing.about.com/od/internetmarketingstrategy/a/internettips.htm, 2014
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