Summary The Vanguard Group PDF

Title	Summary The Vanguard Group
Author	Prabh Singh
Course	Marketing Management
Institution	Macquarie University
Pages	1
File Size	32.2 KB
File Type	PDF
Total Downloads	87
Total Views	122

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Summary

Summary of the Vanguard case study...

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Vanguard Group Case Study Summary: The Vanguard Group was found and established by John C. Bogie in 1975. Vanguard is a mutual fund industry which offers an extensive range of low cost and long term mutual funds. Vanguard prides itself on having the lowest average expense ratio as seen through Exhibit 1 (case study), Vanguard’s average over 12 years was 0.29% in comparison to the industry, which was 1.29%. Through ensuring that Vanguard offered the lowest expense ratio, they were able to offer the maximum quality product line at the lowest possible cost in comparison to their competitors. Vanguard focused on a range of different customers which can include anyone from individual investors right through to a corporate or institutional investor. Vanguard CEO and Chairman John J. Brennan believed that having clients/customers at a single point of focus ensures that the business can run more successfully as Vanguard will be offering a more efficient, disciplined and committed service than their competitors. Customer satisfaction was evaluated via client company/participants satisfaction survey, which Vanguard will evaluate quarterly and discussed accordingly, to see what actions are needed in the future. Through this, Vanguard could highlight that they have the highest plan satisfaction rating and one of the highest loyalty scores. To keep customer retention, they would advertise these statistics in marketing materials to indicate to customers that they are the more reliable company in comparison to their competitors. For Vanguard to stay on top, they needed to reorganise their brand to meet up with the rapid industry changes and trends. Vanguard than was divided into four major subdivision which was full-service institutional, investment-only institutional, core retail and high-net-worth retail. Through this Vanguard centralised customer relationship management instead of customers/clients having multiple points of contact in the company....