wells fargo case study Essay

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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
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alysis ……………………………………………………………………18 Industry Level ……………………………………………………18
Relevant Variables ……………………………………………………19
Young Adults …………………………………………………....20 New Families …………………………………………………....20 Low Income Families …………………………………………………....20 Middle Income Families …………………………………………………....21 Wealthy Families …………………………………………………....21 Foreign Families …………………………………………………....21 Seniors …………………………………………………....21 Farmers …………………………………………………....22 Small Businesses …………………………………………………....22 Middle Businesses …………………………………………………....22 Big Business / Corporations …………………………………………………....22 Needs and Wants ……………………………………………………23 High or Low Involvement ……………………………………………………24 Decision Process ……………………………………………………24 Roles Consumers Play ……………………………………………………24 Demand Forecast ……………………………………………………24

SWOT analysis ……………………………………………………………………25

Marketing Plan
General Marketing Strategy……………………………………………………………...27 Marketing Objectives …………..………………………………………..27 Campaign Strategy ……………………………………………………27 Performance Measurement ……………………………………………………28 Segmentation Analysis ……………………………………………………28 Target Market ……………………………………………………29 Positioning Statement ……………………………………………………29

Marketing Mix ……………………………………………………………………30 Product ……………………………………………………30 Description ……………………………………………30 Benefits to Consumers ……………………………………………31 Branding Issues ……………………………………………33 Potential Impact to Wells Fargo

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