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Best Financial Services Inc.

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Best Financial Services Inc.

Critical Issues
In order to succeed in reaching Best’s sales levels of $332,153 total revenues for the current year and grow the company to make Best Financial a leader in the financial planning market in Sarnia, Best Financial Services Inc. must address the following critical issues:

Inefficient allocation of resources is compromising the company’s ability to achieve their strategic goals
10% of Best’s total customers hold over 50% of total assets.

Analysis
Company – Segmentation analysis
Best Financial Services is facing a high risk of decline in business value with their current strategy of employing the products and resources they possess. Best Financial is currently serving four market segments concurrently: Blue collar workers, white-collar workers, retirees, and baby boomers. Best employs the same marketing strategy for all four segments, which possess different values and investing styles ignoring individual segment values and investing styles. Best focuses on the 50 and up age high asset demographic providing lower risk investments in mutual funds. 10% of Best’s total customers hold over 50% of total assets, therefore being the most valuable customers. Therefore damages from losing one customer are extremely high to the value of the business. Industry Analysis
Best is positioned in a market where large investment companies such as Scotia McCloud currently target the same demographic in the same market rendering it an increasingly competitive market. The market is currently divided between private practice firms and larger national corporations. The Sarnia market is currently a consumer’s market with clients having high bargaining power due to having many substitutes and low switching costs. The financial industry is based on reputation and trust trying to create value for the clients’

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