Complete Case details are given below :
Case Name : Launch of mbanx
Authors : Donald Barclay
Source : Ivey Publishing
Case ID : 98A025
Discipline : Marketing
Case Length : 22 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
From a strategic perspective, the Bank of Montreal, a major Canadian bank, has committed to entering the “virtual banking” marketplace in Canada. There is also the potential to launch later in the United States and Mexico. They plan to do this in a preemptive fashion to gain first mover advantage. This means no extensive pilots and a short time to launch. The decision makers are charged with developing a complete launch strategy. They have two years of tentative ideas to work with, but a number of major decisions on product line, pricing, communications, salesforce, and so on must still be made. To date, this case has been successfully used to set the stage for marketing management courses and to kick off marketing management modules in executive development programs.
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