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市場調查報告書
Co-operative Financial Services的個案研究：有效傳達倫理策略
Co-operative Financial Services Case Study: Effectively Communicating an Ethical strategy
| 出版商 |
Datamonitor |
| 出版日期 |
2009年07月 |
商品編碼 |
96195 |
| 內容資訊 |
英文 19 pages |
| 價格 |
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Co-operative Financial Services的個案研究：有效傳達倫理策略 是由出版商Datamonitor在2009年07月所出版的。
這份英文市場調查報告書包含19 pages 價格從美金4495起跳。
本報告書內容包括：Co-operative Financial Services行銷策略的主要成功因素分析、品牌發展成目前地位的方法、對消費者而言的吸引力等。內容綱要摘記如下：
DATAMONITOR的觀點
分析
- Co-operative Financial Services：領先倫理金融服務
- The Co-operative Group 擁有長久的與顧客間的親密關係
- CFS重新建立品牌形象是為了配合主要消費者的主流意見
- Co-operative Bank 鎖定目標市場的「主要」消費者
- CFS將重點放在專業市場上以做為因應不景氣的掌握顧客策略
附錄
表
圖
Abstract
Introduction
This case study on Co-operative Financial Services forms part of Datamonitor' s
new series highlighting best practice in specific areas of financial services.
Scope of this research
- This case study analyzes the key successful elements in Co-operative
Financial Services' marketing strategy
- The case study examines how the brand has developed to its current status
and why it appeals to consumers so strongly
- Datamonitor' s Financial Services Megatrend Framework is used to analyze
the effectiveness of customer targeting strategies
Research and analysis highlights
As worldwide financial services markets undergo a period of enormous upheaval,
products which appeal to softer attributes other than simply the desire to
make fast returns have increased in popularity. By targeting community-focused
and ethical investors, CFS has effectively carved itself a profitable niche.
Key reasons to purchase this research
- Gain insight into the methods used by important industry players to give
them a competitive edge
- Identify specific areas for operational improvement
- Capitalize on the knowledge of experienced companies when entering a new
niche or market
Table of Contents
DATAMONITOR VIEW
ANALYSIS
- Co-operative Financial Services: leading the way in ethical financial
services
- The Co-operative Group has a long history of close relationships with
its customers
- CFS' rebranding aligns with key consumer Megatrends
- The Co-operative Bank has identified a ' sweet spot' of target consumers
- CFS is focusing on its specialist market as a customer acquisition
strategy for the downturn
APPENDIX
- Data tables
- Definitions
- The Datamonitor Financial Services Consumer Insight Megatrend Framework
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Unsecured personal loan market by gross lending (£m)
- Table: Current account market split by market share (%)
FIGURES
- Figure: The Co-Operative Group had 1.6% of the current account market in
2007
- Figure: The Co-Operative had a 1.2% market share of unsecured personal
loan gross lending in 2007
- Figure: Comfort is central to the Co-operative' s ethical principles
- Figure: Connectivity is all important to the Co-operative' s ethical
principles
- Figure: CFS' most valuable customers are conscience consumers
- Figure: www.goodwithmoney.com is an excellent resource which complements
CFS' adverts
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