Executive Summary:
Edward Jones has been steadily growing over our eighty-four year history to become the fourth largest brokerage firm in the United States. We have a large number of high net worth investors who we have great relationships. Our traditional approach of offering diversified investments over long term periods has given us exceptional customer loyalty. However, with more and more competitors offering easier trading through the internet, it is important that we grow in order to maintain our market share. Our goal is to keep our current customers happy by doing what we have done for years; offer long term growth to high net worth individuals. In addition to this, we should begin to offer on line trading to lower net worth investors and day traders in order to keep up with online and low cost brokerages.
PEST
P- Increased scrutiny on brokerages due to Revenue sharing scandals
E- Economy doing well, much more volume of trading in the markets
S- More people feel the need to save for retirement due to doubt in Social Security, rising cost of health care
T- Internet trading becoming increasingly popular. Many people feel they are able to invest without a broker through E-trading. Information on companies and expert analysis becoming easier to access through the internet.
SWOT
S- Great relationships with current clients. Offer high net worth individuals a feeling of comfort in dealing with retirement/ investment funds. Good brand awareness in market.
W- No