Merril Lynch Case
Introduction
With the advance of technology, the financial market started to have a trading window through the Internet. This new trend produced a necessity to change Merrill Lynch’s strategy to internet base online trading, and customizing clients’ portfolio to satisfy personal needs.
This new strategy called Integrated Choice presented some challenges such as technological, pricing, financial consultant motivation and their role, and client transition.
Objective of Merrill Lynch with the new strategy are:
• To Increase market share
• To attend individual necessities of each client (with services ML direct, Investor Services and Unlimited advantage account among others)
• To increase profitability
• To be competitive in the market
To fulfill the company objectives the general strategy of the firm is to expand its competitive set beyond traditional full services firms and to pay special attention to competitors and new trends.
Merrill Lynch Company Profile:
Merrill Lynch & Co., Inc, is a Delaware international corporation that, through its 38 countries subsidiaries around the world, offers capital markets services, investment banking and advisory services, wealth management, investment management, insurance, banking and related products and services on a global basis.
Merrill Lynch has become one of the world's leading wealth management capital markets and advisory companies, with total client average assets of $1.8 trillion.
Founded more than 90 years ago, this market leader in full service brokerage operates on a duel structure that includes:
1. Wealth Management Groups (WMG)
• Brokerage and L\lending
• Asset management portfolio service
2. Corporate and Institutional Client Groups (CICG)
The firm guides his clients through the expertise of their financial consultants, to develop customize financial planning...
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