CASE ANALYSIS

MERRILL LYNCH:
SUPERNOVA

Bracamante, Anne Dominique D.

Eugenio, Micaela Adrienne A.
Fuentes, Dorothy Elise S.
Services ● Retail Brokerage
Offered ● Financial Advising

Opportunities:
● Expansion in other countries
● Diversifying portfolios for customers
Services
Issues:
Opportunities ● FAs do not routinely check on their
and Issues clients
● FAs focus more on the quantity of
clients rather than the quality of
service
 MARKETING MIX
Product Promotion Physical
People
Environment

Price Process
Place
Multi-generation 15,753 FAs,
Offer new gained clients
financial plan, investment Decent work-life
consistent balance. Good through cold
products through calling
contacting, rapid calls condition of
response income and (traditional) and
personal lives. referrals
Guided along the
Depends on what Flexible, follows 12- (Supernova).
way by their FAs
the client prefers, 4-2 model which College
Face-to-face
even generous saves more time graduates and
meetings, phone
towards FAs and is more passed exam for
calls, toll-free number
because of its productive US brokers. Very
quality service intimate with
clients.
 SEGMENTATION ACQUISITION

STAGES OF
SERVICE
ENCOUNTER

ORGANIZATION
How the model applies in the
Philippine setting