STRATEGIC MARKETING MANAGEMENT case study

Case Study: Chase Sapphire- Creating a Millennial Cult Brand

about 2-3 pages, as long as you answered all questions

Note: Remember to reference the case’s attached exhibits and financials were relevant.

Overview

What was the general market for credit card offerings and where was Chase looking to compete?

How did the Sapphire concept sit with Chase’s existing product offerings and why was Sapphire an offering the market needed?

Customers

Describe the landscape of segments for credit card customers and based on your answers where is Chase’s best opportunity for the Sapphire?

Who are the most ideal customers for the Chase Sapphire card and what are their expectations of a credit card offering?

Challenges

What are churners and why do they present a challenge?

What were the challenges in designing Sapphire to appeal to millennials?

How did Chase answer these challenges and fulfill customer expectations at the same time? (pay special attention to the Millennial base)

GTM

How did Chase market the Sapphire and why (or why not) do you believe it maximized effectiveness? Could they have done something better?

Why or why not do you consider Chase Sapphire to be a success? Back your answers with information from the case.

Recommendations

Given competitor responses and the possible opportunities for Chase after successfully being in the market a while, make a strategic recommendation to senior management on what you think is the best path forward and back your answer with case information.

Sample Solution

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