學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
TymeBank in 2019: Chasing the millions
內容大綱
Luisa Mazinter, the CMO of TymeBank in South Africa, was tasked in August 2019 with maintaining the country's first digital bank's rate of customer acquisitions, while increasing the account usage of their existing customers. Six months after the launch, TymeBank had been described as one of the fastest-growing digital banks in the world. Although the brand launch had been successful across a number of measures, Mazinter knew that maintaining this momentum in the coming year would present additional challenges. The dominant major banks were responding by reducing their fees, promoting new digital services and aggressively targeting TymeBank's target market. New entrants also presented a looming threat. The case requires students to identify Mazinter's marketing choices, analyze the emerging market environment, competitive positioning, and existing integrated marketing communications campaign, propose an appropriate allocation of marketing spend for September to December 2019, and recommend how TymeBank needed to evolve its marketing activities into 2020.