1. Live Bank Case Study

2.  Applying CBA Executive Banking School learning objectives to a Live Case Study on a current relevant topic  Applying Retail Bank MarketSim learning objectives to a Live Case Study on a current relevant topic  Applying Live Case Study activities to the Inter-session Assignment 2 Course Objectives

3. Who are the Millennials? Live Bank Case Study 3

4. Who are the Millennials? Basic demographics Basic psychographics Major events that impacted their thinking and shaped their lives General attitudes towards technology General attitudes towards money General attitudes towards work What is success to Millennials? 4

5. Customers 5 Is your subject bank doing anything now? If so, what? How would you communicate with them? Why? What would the message be? Develop a plan for marketing mix What are the budget implications? How might a Millennial segment strategy impact other targeted segments?

6. Products Live Bank Case Study 6

7. Products 7 What are Millennials' attitudes towards: o Payments (checks, debit, “P to P”, credit card) o Debt (auto, mortgage) o Savings (short-term) o Wealth & Investments (long-term) o Retirement Are they unique? Are they unreasonable?

8. Products What existing bank products fill those needs? o Managing daily money o Credit o Savings o Investing o Other 8

9. Products What are the gaps in existing bank products? Is anyone filling those gaps? If so, who? What investments need to be made to fill those gaps and meet Millennials’ expectations? Will those expectations change as Millennials progress through one life stage to the next? 9

10. Delivery Live Bank Case Study 10

11. Delivery Are customers’ preferences on how they interact with banks changing? If so, how so? What is your doing in response to changing customer preferences to delivery of bank products and services? Is the industry acting ahead, behind or in line with customer expectations? What are the risks; o Of moving too quickly? o Of moving too slowly? Is there a significant competitive advantage in; o Moving quickly? o Or moving slowly? o Is the advantage sustainable? 11

12. Delivery What are the delivery requirements of the Millennial generation? From the perspective of Delivery, what industry has effectively captured this segment? Can your bank emulate it? Should it? Why or why not? Consider changes that need to be made within branches to encourage customers to further change their behaviors. What is your bank doing to reduce costs in the branch network? o Will this create service gaps? o If so, what could be done to bridge those gaps 12

13. Strategy Live Bank Case Study 13

14. Strategy 14 What are the implications of ending current bank strategies that have been focused on the mass affluent/baby boomers and implementing a new strategy customized to attract and serve millennials? What are the primary elements of strategy? Address each in developing a bank strategy with a focus on Millennials.

15. Strategy 15 Compare with current bank strategy. o What are the primary gaps? o Can they be bridged? o If so, what would be the impact to profitability? o If not, why not? Are any banks doing well targeting millennials? o Are any businesses doing well targeting millennials? o What are their keys to success?

16. Performance Measurement Live Bank Case Study 16

17. Performance Management Evaluate MarketSim BSI in measuring success with millennials, Which elements are relevant? Which are not? List measurements that would be important in measuring success with millennials and why you selected those elements. How would these numbers be obtained? Which metrics would you feel comfortable paying bonuses or commissions on and why? 17

18. Next Steps 18

19. Next Steps Go to team rooms and complete the final question sheet – Strategy & Performance Measurement – and submit it Complete any unfinished questions sheets and submit them Go back and complete any unfinished course evaluations – links are available in online behind the Evaluation Tab 19

20. 20

21. Next Steps Go to team rooms and complete the final question sheet – Strategy & Performance Measurement – and submit it Complete any unfinished questions sheets and submit them Go back and complete any unfinished course evaluations – links are available in online behind the Evaluation Tab Year 5 Reports will be available at 4:30 pm 21