Marketing Strategies Analysis the Case of Wells Fargo Company

CAPELLA Marketing Strategies Analysis the Case of Wells Fargo Company

Readings

Use the Capella library to read the following articles:

• Darley, W. K., Luethge, D. J., &Blankson, C. (2013). Culture and international marketing: A sub-Saharan African context. Journal of Global Marketing, 26(4), 188–202.
• Kaur, P., Pathak, A., & Kaur, K. (2015). E-marketing- A global perspective. International Journal of Engineering Research and Applications, 5(2), 116–124.
• Kolk, A. (2014). Linking subsistence activities to global marketing systems: The role of institutions. Journal of Macromarketing, 34(2), 186–198.
• Nezakati, H., &Akhoundi, M. (2013). Globalization and consumer behavior: Global marketing strategies implication-homogeneity and heterogeneity (preliminary study). Journal of Social and Development Sciences, 4(1), 1–5.

Overview

In this final assignment, you have the opportunity to combine all the knowledge you have gained in the course and apply it in the form of an extended case study. In Unit 2 you selected a publicly traded firm with a global presence for this assignment. You will now take a critical view of the firm's marketing operations and analyze how well the firm is performing against their stated strategy. Using the various topics covered in the course (marketing mix, services marketing, et cetera), evaluate the firm's performance for all areas that apply. Comment on how well the firm executed making recommendations for areas which require improvement or that stand out for their excellence.

Instructions

For this assignment evaluate the following:

1. How the firm identifies culturally sensitive marketing communication in its global operations
2. The firm's CRM methodology in working towards achieving long-term customer relationships
3. How the firm is integrating a digital platform with broader Integrated Marketing Communication (IMC).
4. The firm's approach towards increasing revenue through brand Management, market penetration, or add-on services.

Requirements

Your paper should meet the following requirements:

• Written communication: Must be free of errors that detract from the overall message.
• Resources and citations: Format according to current APA style and formatting guidelines. 

Be sure to write in third person to receive credit for APA writing.

Include a cover page, introduction, body, conclusion, and reference list.

Use APA levels 1, 2, and 3 headings as required.

1. of paper: 3000 words, double-spaced pages; do not include the title page or the reference page in your word count.

1. : A minimum of two scholarly references other than the assigned readings.-
2. and font size: Times New Roman, 12 point.

The purpose of this assignment is to choose a company that will be analyzed for this course final assignment. The chosen company will research how they are formulating a market plan for sustained long term relationship with current and future customers. In analyzing the company additional factors will be evaluated in the relevance of marketing mix in this digital market along with reviewing how the company will assess and identify markets and integrate ethical marketing practices. The research will evaluate marketing models in strategic planning such as SWOT and other elements in strategic frameworks.

Smith (2010) suggested with the increasing usage of digital media by consumers, more companies are using digital marketing to reach their target markets. The company chosen for this assignment is Wells Fargo & Company (WFC). According to Wells Fargo (2019), was established in 1852 in San Francisco, CA. The company is a financial services company that operates in community banking, wholes baking and wealth and investment banking. According to WFC (2019), the company is currently facing several regulatory fines and lawsuits since 2016 since the revelation of millions of fake accounts opened to meet sales goals. WFC is increasing digital marketing and to enhance virtual channels to reach and broaden consumer growth. WFC (2019) stated big banks have been able to effectively brand campaigns to attract new customers and leverage their current customers. WFC (2019) stated a dedicated effort on digital and mobile apps in targeted their segmented business, along with investing in technology as part of their campaign to digitally interact with customers, but potential new consumers.

In conclusion, the research that will be conducted on WFC is to analyze how the company will be utilizing their digital marketing plan. In a review of the analysis, the efficacy of WFC marketing practices and strategies will be evaluated. WFC is going through some ethical missteps and the review will analyze if customer relationship management tools will be used to address those concerns along with identifying and sustain new markets.