Week 5 Application exercise-Edward Jones (1)

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Arizona State University *

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Finance

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Apr 3, 2024

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Name: Emily Lapi Edward Jones is an investment company based in St. Louis. It aims to serve conservative investors (those who are not risk takers; they also tend to be a bit less knowledgeable about investing). It wants its advisors to serve as independent, trusted financial advisors. The value proposition is convenient, trusted, personal service and advice. It’s strategy statement is: “Jones aims to grow to 17,000 financial advisors by 2017 [from about 10,000] today by offering trusted and convenient face-to-face financial advice to conservative individual investors who delegate their financial decisions, through a national network of one- financial advisor offices”. Are the following options / activities consistent with this strategy? Why or why not? Short phrases are fine. Just need to provide enough to indicate your logic. Option / Activity Yes / No Why / Why not? Discourage clients from frequent trading Yes We want to serve conservative investors which means they would be trading less frequently. To target day traders (those who make many rapid trades each day to eke out small profits on each trade) No This group is too risky and does not align with the target market. Segmenting customers by income tiers; formally providing different levels of accessibility for each (i.e., only phone for low value accounts, phone + in-person for higher value accounts) No This could lead to more personalization with services; however, it could prove to not be as inclusive to any level investors as opposed to just the higher value investors. Allowing clients to trade in the oil futures markets (speculating on the price of oil) No Trading in oil futures markets is a risky Focus its research on large, stable firms (e.g., General Electric, Coke, McDonalds) Yes These companies would be less risky and would want a trustworthy and convenient firm with reliable investments. To offer its own mutual funds (e.g., like American Funds) where the broker gets a variable commission depending on which fund is sold to the client Yes This could enhance trust in a way and be good for the company if the advisors are diligent and discrete with clients. Put its offices in drive up Yes This will increase accessibility and
locations (nice strip malls) offer convenience for potential clients. Put offices in prime high-rise buildings in downtown business districts No A key part of this firm’s value proposition is convenience and this would not align with that aspect.
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