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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.

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