1. Live Bank Case Study

2.  Applying CBA Executive Banking School learning objectives to a Live Case Study on a current relevant topic  Applying Retail Bank MarketSim learning objectives to a Live Case Study on a current relevant topic  Applying Live Case Study activities to the Inter-session Assignment 2 Course Objectives

3. Introduction 3

4. Who are the Millennials?In what forms should they be communicated with?What products might they need?How might they want them delivered? If millennials are the new mass affluent, how would bank strategies have to change to accommodate them? How should success be measured? 4 The Components of this Live Bank Case Study

5. Who are the Millennials? Live Bank Case Study 5

6. Who are the Millennials? 6 Demographics Psychographics Major events that impacted their thinking/shaped their lives Attitudes towards technology Attitudes towards money Attitudes towards work What is success to Millennials?

7. Who are the Millennials? What products might they need? o Managing daily money o Savings o Credit o Investing o Other 7

8. Who are the Millennials? How might they want them delivered? Branch Call Center ATM OnlineMobile Other 8

9. Who are the Millennials? If Millennials are the new Mass Affluent, how would bank strategies have to change to accommodate them? How should success be measured? Financial Balanced Scorecard measures 9

10. Customers Live Bank Case Study 10

11. Who are the Millennials? Basic demographics Basic psychographics Major events that impacted their thinking and shaped their lives General attitudes towards technology General attitudes towards money General attitudes towards work What is success to Millennials? 11

12. Customers 12 Is your subject bank doing anything now? If so, what? How would you communicate with them? Why? What would the message be? Develop a plan for marketing mix What are the budget implications? How might a Millennial segment strategy impact other targeted segments?

13. What’s Next? 13

14. Don’t Forget the Process 14 AnalyzePlanForecastExecuteReview Retail Bank MarketSim Process Flow

15. Target for Live Case Study ResearchCreateDiscussRefineDocument What’s Next? 15

16. Bank Website o Annual Report o Investor Reports News Articles Google/Bing/Yahoo Research 16 Remember! To remember where you found your information. Document your sources by saving the URLs.

17. After researching the topic craft a draft response to the topic questions using the appropriate forms stored in the CBA Executive Banking School Website. In this case two LCS Answer Sheets – Who are the Millennials and Customers. Create 17

18. Getting to CBA Executive Banking School Website 18

19. Getting to CBA Executive Banking School Website 19

20. Finding the Appropriate Worksheet for the Case 20

21. Finding the Appropriate Worksheet for the Case 21

22. 22

23. 23

24. Discuss, Refine & Document Review your findings with your team Exchange sources Adjust your responses to final form Add source document information – Title and URL Save and Upload to the CBA Executive Banking School Website 24 Do not change your response to match the rest of your team! There are multiple appropriate responses to most questions. Do change your responses to provide a more complete and well rounded answer.

25. Products Live Bank Case Study 25

26. Products 26 What are Millennials' attitudes towards: o Payments (checks, debit, “P to P”, credit card) o Debt (auto, mortgage) o Savings (short-term) o Wealth & Investments (long-term) o Retirement Are they unique? Are they unreasonable?

27. Products What existing bank products fill those needs? o Managing daily money o Credit o Savings o Investing o Other 27

28. Products What are the gaps in existing bank products? Is anyone filling those gaps? If so, who? What investments need to be made to fill those gaps and meet Millennials’ expectations? Will those expectations change as Millennials progress through one life stage to the next? 28

29. What’s Next? 29

30. Don’t Forget the Process 30 AnalyzePlanForecastExecuteReview Retail Bank MarketSim Process Flow

31. Target for Live Case Study ResearchCreateDiscussRefineDocument What’s Next? 31

32. Bank Website o Annual Report o Investor Reports News Articles Google/Bing/Yahoo Research 32 Remember! To remember where you found your information. Document your sources by saving the URLs.

33. After reading materials craft a draft response to the topic questions using the LCS Products form Create 33

34. Discuss, Refine & Document Review your findings with your team Exchange sources Adjust your responses to final form Add source document information – Title and URL Save and Upload to the CBA Executive Banking School Website 34 Do not change your response to match the rest of your team! There are multiple appropriate responses to most questions. Do change your responses to provide a more complete and well rounded answer.

35. Delivery Live Bank Case Study 35

36. Who are the Millennials? How might they want them delivered? Branch Call Center ATMOnlineMobileOther 36

37. Delivery Are customers’ preferences on how they interact with banks changing? If so, how so? What is your doing in response to changing customer preferences to delivery of bank products and services? Is the industry acting ahead, behind or in line with customer expectations? What are the risks; o Of moving too quickly? o Of moving too slowly? Is there a significant competitive advantage in; o Moving quickly? o Or moving slowly? o Is the advantage sustainable? 37

38. Delivery What are the delivery requirements of the Millennial generation? From the perspective of Delivery, what industry has effectively captured this segment? Can your bank emulate it? Should it? Why or why not? Consider changes that need to be made within branches to encourage customers to further change their behaviors. What is your bank doing to reduce costs in the branch network? o Will this create service gaps? o If so, what could be done to bridge those gaps 38

39. What’s Next? 39

40. Don’t Forget the Process 40 AnalyzePlanForecastExecuteReview Retail Bank MarketSim Process Flow

41. Target for Live Case Study ResearchCreateDiscussRefineDocument What’s Next? 41

42. Bank Website o Annual Report o Investor Reports News Articles Google/Bing/Yahoo Research 42 Remember! To remember where you found your information. Document your sources by saving the URLs.

43. After reading materials craft a draft response to the topic questions using the appropriate forms Create 43

44. Discuss, Refine & Document Review your findings with your team Exchange sources Adjust your responses to final form Add source document information – Title and URL Save and Upload to the CBA Executive Banking School Website 44 Do not change your response to match the rest of your team! There are multiple appropriate responses to most questions. Do change your responses to provide a more complete and well rounded answer.

45. Strategy Live Bank Case Study 45

46. Strategy 46 What are the implications of ending current bank strategies that have been focused on the mass affluent/baby boomers and implementing a new strategy customized to attract and serve millennials? What are the primary elements of strategy? Address each in developing a bank strategy with a focus on Millennials.

47. Strategy 47 Compare with current bank strategy. o What are the primary gaps? o Can they be bridged? o If so, what would be the impact to profitability? o If not, why not? Are any banks doing well targeting millennials? o Are any businesses doing well targeting millennials? o What are their keys to success?

48. Performance Measurement Live Bank Case Study 48

49. Performance Management Evaluate MarketSim BSI in measuring success with millennials, Which elements are relevant? Which are not? List measurements that would be important in measuring success with millennials and why you selected those elements. How would these numbers be obtained? Which metrics would you feel comfortable paying bonuses or commissions on and why? 49

50. What’s Next? 50

51. Don’t Forget the Process 51 AnalyzePlanForecastExecuteReview Retail Bank MarketSim Process Flow

52. Target for Live Case Study ResearchCreateDiscussRefineDocument What’s Next? 52

53. Bank Website o Annual Report o Investor Reports News Articles Google/Bing/Yahoo Research 53 Remember! To remember where you found your information. Document your sources by saving the URLs.

54. After reading materials craft a draft response to the topic questions using the appropriate forms Create 54

55. Discuss, Refine & Document Review your findings with your team Exchange sources Adjust your responses to final form Add source document information – Title and URL Save and Upload to the CBA Executive Banking School Website 55 Do not change your response to match the rest of your team! There are multiple appropriate responses to most questions. Do change your responses to provide a more complete and well rounded answer.

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