Evergreen Trust

  • Reference: IVEY-9A94A012-E

  • Year: 1994

  • Number of pages: 6

  • Geographic Setting: Canada

  • Publication Date: Sep 7, 1994

  • Fecha de edición: Jan 26, 1999

  • Source: Ivey Business School (Canada)

  • Type of Document: Case

  • Company: Large

  • Industry Setting: Finance and Insurance;

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Description

The director of marketing of a recently acquired trust company is faced with preparing a marketing plan for the upcoming fiscal year. Historically, the trust company has not had a marketing or sales function. The director faces some major challenges: establishing marketing's role in the trust company; helping the trust company be more accepted by the bank that acquired the company; helping the trust company move from its unprofitable start-up mode to a profitable operation. She wondered how to begin.

Learning Objective

·To illustrate many of the organizational and conceptual issues in sorting out marketing versus sales activities in a large organization. ·To provide a complex example of the value of the marketing profit dynamic as a way of making and arguing for marketing decisions. ·To support discussion of how to undertake marketing planning ·To provide an example of financial services marketing.

Keywords

Market Analysis Market Strategy Marketing Planning Retailing