Questions:

1) What is (are) the decision problem(s)? [i.e. what is the decision maker charged with?] (5 points).

2) What are the strategic options? [i.e., what alternative courses of action are available to the decision

maker? Be specific; provide a bulleted list of the options]. (6 points)

3) Which of the strategic options would you recommend? Why? (5 points)

4) What are the key takeaways of the case, i.e. what marketing lessons can be drawn from it? (2 points)

5) What marketing strategy concepts are illustrated in the case?] (2 points)

Case Study:

BBVA Compass Introduction BBVA was the second largest bank in Spain in 2010. It entered the US market in 2004. Through mergers and acquisitions, it established itself as the 15th largest commercial US bank with 700 branches and $49 billion in deposits across seven states. It had three primary lines of business units: retail banking, corporate and commercial banking, and wealth management. It had a primary goal, which was to become one of the top 10 banks in the US. The bank is small enough to offer customized solutions, while big enough to offer breakthrough innovations. It targeted customers in the Sunbelt Area, which had an annual household income of more than $75,000. Problems BBVA had a major issue of limited resource allocations. They wanted to achieve several marketing goals with limited resources. They longed to build trust and awareness in the brand. In addition, they wanted to improve satisfaction and retention customers and cross sale to them. Finally, they wanted to being in new customers and increase the total number of accounts through online and offline marketing. Furthermore, most banks typically spend about 25% to 30% of their budget on measured media (such as TV, news, and internet) and the remaining on unmeasured media (direct marketing and promotions). However, BBVA Compass spent around 75% of their budget on TV and online alone. Additionally, after adopting a new name, BBVA Compass, the aided awareness of their brand ceased because they were on their own. For instance, if 100 online visitors clicked on the online ads, then only 2 or 3 accounts became functional, that is that they are approved and funded within the allotted time frame. All of these issues are quite vital because every company needs to be able to allocate the marketing budget correctly in order to be able to spend money and utilize more resources. If money is spent incorrectly it can detrimentally affect the company's budget as well as resources. If the company finds a manner to spend the marketing budget effectively, they would be able to utilize more marketing methods and not spend as much money as they are currently doing on one method, but divide it more evenly so that more methods are utilized. Analysis Results of a SWOT analysis of BBVA are listed below. In summary, the chief marketing officer must review the marketing performance of the company and decide how to allocate next year's marketing budget across different regions and different advertising channels, and online as well as offline. Strengths In September 2010, the BBVA Group signed a multiyear sponsorship deal with the National Basketball Association (NBA) that would make it the official bank for the NBA, WNBA, and the NBA Development League in the U.S., Spain, and Puerto Rico. They already have a strong commitment to sports and this deal would be very effective as their target customers are from 25-50 year old (sport lovers).

Another strength is that they have been able to keep the cost per application below $100 in most of their campaigns. This can be really useful especially when they have a limited marketing budget BBVA has a large network of branches across Spain, Latin America, and Portugal. BBVA is the second largest bank in Spain and the 7th largest financial institution in the Western World. Weakness Apart from Europe, presence is not as evident as some major banks in the US. Issues arose in the bank after the US financial crisis. Opportunity Increasing investment opportunities in China, Latin America, and other emerging countries will help in long-term growth. The BBVA 2010-2012 Growth Plan will most likely become successful if it is executed and planned correctly. Threats: Their competitors are largely established banks. If they decide to reach out to the target market belonging to BBVA, they have enough money and resources to win and gain power over BBVA. BBVA may be affected by the increasing consolidation in European financial markets. Alternatives and Recommendations Ultimately, after analyzing the issues, the main area of concern that should be focused on is reviewing the marketing performance of the company and putting together a plan of how to allocate the next year's marketing budget across different regions and different methods of advertising. There are two different methods of marketing: offline and online. The advantages to offline marketing include the sponsorships that come with it. For instance the multiyear sponsorship with NBA, PapaJohns.com Bowl, Texas Bowl, Bell Helicopter Armed Forces Bowl, and the New Mexico Bowl, are the sponsorships that increase awareness and market the BBVA Company. Furthermore, there are several advantages to online marketing. If BBVA purchases advertising space on frequently visited websites, it could increase awareness of the company, which in turn, would increase the number of accounts that are opened at the bank. In order to achieve success with this, there are several suggestions that would help with marketing management. In all the marketing messages, there should be more emphasis on certain services such as convenient branch locations, easy online banking services, more personalized service, free checking services, etc. In addition, there should be more spending on direct marketing promotion, rather than on TV and print advertisings. Additionally, there should be a better selection of sites to display advertising in order to appeal to different demographics and catch the attention of more people. Finally, in order to appeal to different people, the online application process should be improved. The application should include more information and have it explain

to customers the information they are required to fill out and constantly remind them to fund the account within the specified time frame. Thus, this will increase trust in the brand, and increase the total number of accounts in the banks, as well as improve the customer retention numbers. All in all, if properly planned and executed, a new marketing plan will benefit the BBVA Company and improve business for the banks.

Please answer, this is really important for me!!