wells fargo case study

Good Essays
Topics: Bank
Wells Fargo Group
Marketing 304
Professor Kiesler
2:00 P.M. – 3:15 P.M. T/Th
9 May 2007

Wells Fargo:
Marketing Plan

Kevin De Place
Bill Ho
Ryan Neal
Diana Suranyi
Kevin Yetter
Executive Summary
Our team constructed a marketing plan of the company Wells Fargo. The first half of the report covers the company background by finding information about it, its competition, and the environment to see how the company stands. The second half of the report deals with a new product, tax preparation, and how it will be implemented into Wells Fargo.

When analyzing the company, we found that it is viewed as the largest bank in the United States by physical size. The company have “2000” child companies and their advertising style is very recognizable with the stagecoach theme. The biggest competition to Wells Fargo is Bank of America.

There are many trends that are looked at that could affect the banking industry. Some trends include the environment, government policies, technology, and much more. These trends show how the industry should view what is going on in the market that could affect how consumer’s perceptions are changing in the market.

After the trends were analyzed, our team analyzed the customers and put them into segments. These segments are relevant because of the different ways that consumers look at the bank industry. The segments were then used to make the target market of the age range of 26 to 60 years old and lower to middle class consumers.

Then we made a SWOT table; that shows our strengths, weaknesses, opportunities, and threats. All this information was then used to make our marketing plan.

Through examination of the information in the situation analysis, our team came up with a new product service, tax preparation. This service will coincide with our home loans by making it a free service to customers who have a home loan with us. If a customer does



References: “About Us” JPMorganChase. 2007. JPMorgan Chase & Co. 11 Mar. 2007 Abrams, Rhonda Allenby, Braden. Reconstructing Earth: Technology and Environment in the Age of Humans. Washington, DC: Island Press, 2005. “Banking Supervision and Regulation.”Bis.org “Bank of America Corporate Overview.” Bank of America, 2007. Bank of America Corporation. 11 Mar. 2007 “Bank Industry” Value Line Publishing, Inc “Bank Regulation.”. RegulationSite.com, 2007. RegulationSite Inc.10 March, 2007 "Bank Regulation." Wikipedia, the free encyclopedia “Barron’s Most Admired Company’s in the World.” Barron’s Online, 2006. Barron’s, 10 March, 2007 “Business and Financial Operations Occupations” U.S Tribune Business News  7 September 2006 1. ABI/INFORM Dateline. ProQuest.  14 Mar. 2007 Fair Disclosure Wire, "Event Brief of Q3 2005 Wells Fargo & Company Pre-Recorded Earnings Conference Call - Final "Foghound 's 2006 Marketing Predictions: 10 Trends That Are Heating Up. " Business Wire  28 December 2005 1.  ProQuest Newsstand. ProQuest.  14 Mar. 2007  “The Forbes 2000.” Forbes Inc., 30 March, 2006 Jorgenson, Dale W. and Charles W. Wessner. Deconstructing the Computer. Washington, DC: The National Academies Press, 2005. Koretz, Gene Liedtke, Michael. "Wells Fargo to counsel mortgage borrowers with poor credit : [Final Edition]. " Beaumont Enterprise  [Beaumont, Tex.] 5 Dec. 2006,B5. ProQuest Newsstand. ProQuest.  14 Mar. 2007 Lorrayne, Anthony Tan, Teik-Kheong and Bing, Benny. World Wide Wi-Fi: Technological Trends and Business Strategies. New York: John Wiley & Sons, Inc., 2003. “TurboTax Product Pricing.” Intuit Inc., 2007. Retrieved April 27, 2007 from “Wells Fargo Company Overview – 4th Quarter, 2006.” Wells Fargo Inc., 10 March, 2007

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