• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Vanguard Case Analysis

Extracts from this document...

Introduction

Vanguard Case Analysis After reading through the Vanguard case, there were a few difficult forks in the road that Vanguard seems to be facing. The company's future can be greatly affected by some of these difficult choices. Vanguard has to decide whether to change their investment offerings, further develop Internationally, or to simply advertise to increase their client base. Top managers at Vanguard have to step up to the plate and rollout detailed plans as to what path the company should take regarding some of these issues. Through our in-class discussions, the majority of the students argued on one major problem that Vanguard was facing. The problem entailed Vanguards ability to increase future customers without increasing costs. Markets are ever-changing, and the ability of companies to adapt to these changes is the key to survival. One company mentioned specifically in the case was Citigroup. ...read more.

Middle

Another issue facing Vanguard is simply marketing strategy. Their current strategy involves product-specific printed advertising. They have to increase awareness of their products. I myself have heard of Vanguard, but had no idea what their product offerings were and what they were all about prior to reading this case. I cannot recall ever seeing a commercial on television advertising Vanguard. They should reach out to young investors like myself because that is what their core business strategy is all about. They are seeking long-term investors, which lies with people in their early-mid 20's who are in the first few years of their careers and just starting their 401k's and other future planning investments. As mentioned in the case, Vanguard is thinking of a target marketing strategy, and I believe they should start with young investors in the first few years of their careers. ...read more.

Conclusion

They have to decide which path to choose, but they should start by expanding their current business. They have become a very successful company through their low-cost investment offerings, great managerial leadership, solid business structure, and good performance. They should continue target customers who already invest with them; the cost-conscious long-term investors. They should broaden their marketing group and increase advertising costs to attract more business. Vanguard also needs to continue to grow Internationally in emerging markets. Vanguard must put together a team to study market trends. The external analysis results will allow Vanguard to determine exactly which path to take in the future. If the analysis results show that the market is trending away from long-term investments (possibly because of depleting retirement and pensions), then Vanguard can broaden their offerings to more short-term investments. Their current brand equity and customer loyalty should not be jeopardized if Vanguard adds to their investment offerings. It only allows more choices to current and future customers and will further increase Vanguards revenues in the future. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    The ASA can withdraw any misleading or offensive advertisements within a very short time. This is if they receive a complaint letter. So this means that Coca-Cola can't have any misleading information on the advertisements as they would be taken off and they would get into trouble so therefore they

  2. Omnicom case

    Other leading players in the global market include Dentsu and Havas. The largest category by value is advertising of services which accounts for 37.3% of the market's value. Global Advertising Market Segmentation,: %share by value, 2004 Source: Datamonitor 1.1 EVOLUTION OF OMNICOM IN THE 1980'S Omnicom was established in 1986

  1. Advertisement Analysis

    The colours used in advertisement 3 are: the white background, the green smashed bottle, the light golden colour of the beer, the orange and the red colour of the text, and the different colours on the bottles label.

  2. Situation Analysis - The NSPCC.

    With the above strategic options, this will provide us with individual strategies, which will fit into our corporate organisations, proceedings, and will provide strong bases for the NSPCC to operate from. ACTION SHORT TERM * EVENT PACKS Event packs given to prospective and current customers and partners at any of our yearly charity galas.

  1. Gallo Rice: Business Case Analysis

    Direct food use rice can be subdivided into four primary rice types: white, parboiled, brown, and precooked. White rice is the most popular retail rice in production and is the result of the final milling process, which can be refined to varying degrees.

  2. Marketing Case Study - Cadbury beverages: Relaunching Crush Brand

    The bottlers are owned by concentrate producers or franchised to sell the brands of concentrate producers. One-half of Pepsi-Cola's sales are through company-owned bottlers. Franchised bottlers distribute a concentrate producer's branded line in a defined territory. They can represent also noncompetitive brands and decline concentrate producer's secondary lines.

  1. The principles of marketing.

    They have a way of persuading consumers to buy something they are offering for sale. I would also have it as a point of sale near to where the drinks, the checkout as it is a good way of persuading the customer to buy it and mostly it works.

  2. Semiotic Textual Analysis.

    His clothes, although the same items as in the above photo, are clean, crisp and white. The lighting in this shot is sharp and illuminates his entire face. He is also staring forward at the reader's eye level. In the top left hand corner of the advertisement is a slogan

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work