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Best Financial Services Inc Case Analysis

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Team 4

Best Financial Services Inc.

Team 4

Critical Issues
In order to retain valuable customers and capture a new customer segment for sustainability, Best Financial Services Inc. must address the following:  How to identify a new segment of customers that can be developed for future years so that Best Financial Services can address an aging Sarnia population and differentiate itself against growing competition.  Design a marketing plan which will target the chosen segment so that the values of this segment can be addressed.

Analysis
Industry and Competitive Analysis Best Financial Services Inc. (BFS) is currently positioned in a highly competitive market. BFS competes with both corporate competition (Exhibit 1 for Competitive Analysis) and private practices. Of the five variables listed in Exhibit 1, BFS only has control over the brand image, and service aspect of their business. Consumers in the market have high bargaining power due to low switching costs and many substitutes available. The long-term objectives of corporate competition are to target the general population as a whole, whereas the small competitors focus on niche needs and specific consumer markets. The financial services industry is largely based on reputation, relationship, and cooperation therefore relying on leveraging industry experience to strengthen BFS’s marketing strategy. Please refer to Exhibit 2 for Industry Analysis. Best Financial Service Inc. Client Segmentation Analysis According to the customer segmentation chart (Exhibit 3 for Client Segmentation Analysis), the various segments approach financial services in different ways and have different values in regards to their financial services. Currently Linda Best serves all four segments using the same strategic approach and marketing tactics. By doing this she is not taking into consideration the primary benefits which her

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