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E-Trade Case Study

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CASE STUDY

STRATEGIC MANAGEMENT

AUTHORS:

Olga Jegorova

Viktors Jekimeckis

Uļjana Tjurina

Viktors Urvačovs

Pāvels Popovs

Anna Alenoviča

Kristaps Rūķis

Stanislavs Zavadskis

TUTOR: Andrejs Čirijevkis

Rīga, 2007

TABLE OF CONTENTS

Mission Statement

SWOT

Improvements in Organisational Structure

Acquisition Candidates

Expansion to New Countries

BCG and McKinsey Matrices

Cash Value of E-Trade

Marketing Strategy



1. MISSION STATEMENT

Using technology to set the standard for innovation, service, and value for investors seeking more control over their investments. E-Trade's rich suit of products and services can be customized to reflect a customer's unique needs and interests, including portfolio tracking, free real-time quotes, market news, and research available 24 hours a day, seven days a week. Customers can access their E-Trade accounts virtually any time anywhere around the world.

E-Trade Mission Statement Evaluation Matrix

Customers

Product Services

Markets

Concerns for Survival, Growths, Profitability

Concerns for public image

Concerns for employees

Self Concept

Technology

Philosophy

Yes

Yes

Yes

No

No

No

No

Yes

No

E-Trade Mission Statement (improved)

E-Trade is one of global leaders in online financial and investment services. We are committed to growing competition and are aiming at achieving the best results and becoming a leader in our market. Our main philosophy is to help our clients achieve their unique needs and interests. E-Trade's wide range of products and services includes portfolio tracking, free real-time quotes, market news, and research available 24 hours a day, seven days a week. Our performance is exceptionally ethical. Moreover, we make efforts to improve the quality of life for the inhabitants of countries we operate in. Customers have a unique possibility to access their E-Trade accounts...