Essay on wells fargo case study

14133 Words Oct 3rd, 2013 57 Pages
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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……...…………………….34 Price ……………………………………………………34 Pricing Strategy ……………………………………………34 Pricing the Products ……………………………………………35 Price vs. Cost ……………………………………………36 Consumer Perception ……………………………………………37 Competition ……………………………………………38 Price Effects on Brand Equity……………………………………………38 Pricing Objectives ……………………………………………38 Placement ……………………………………………………39 Distribution Strategy ……………………………………………39 Distribution Channels ……………………………………………39 Product Transportation ……………………………………………40 Promotion Mix ……………………………………………………41 Communication Objectives ……………………………………………41

Implementation ……………………………………………………………………42 Schedule ……………………………………………………42 Budget ……………………………………………………43 Evaluation ……………………………………………………45 Risks & Threats ……………………………………………………45

Conclusion ……………………………………………………………………48

Appendix ……………………………………………………………………49 Survey Plus ……………………………………………………………………55

References ……………………………………………………………………61
Company
History of Company
Wells Fargo is a publicly traded company that was founded by Henry Wells, William G. Fargo, and associates on March 18, 1852. During the era in which it was founded, stagecoach robberies were infamous. At that time, they focused on safely transporting their money from Nebraska to California. Now, Wells Fargo uses this stagecoach image as their company’s background and main marketing techniques.
Current Situation
Out of all companies worldwide, Wells Fargo is

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