Problem Definition Senior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the emphasis placed on marketing metrics in the corporate dashboard in light of an economic and stock market downturn. Situation Assessment Strengths · Low cost high value; extremely low advertising spending and no large sales force. · Customer focused · …showed first 75 words of 1310 total…

…showed last 75 words of 1310 total…course' and themes of long-term investment should be implemented. Prospective Vanguard customers are usually lured in by the highest money market account interest rates offered and not by fancy commercials or elaborate marketing efforts. Vanguard should not consider international expansion at this time as part of its growth strategy at this point in time. It should focus primarily on the Unites States where even a single digit market share gain and translate into significant revenues.