The purpose of this case analysis is to develop students ability to apply marketing concepts, conceptual frameworks, and theories to comprehensively assess JPMorgan Chases decision to launch the Chase Sapphire Reserve credit card. Your answers to the case questions should utilize relevant information from the original case and your own research.

*Please note that there may not always be a definitive answer. What is important is that you know what you would have done in that specific marketing situation, that you clearly communicate your marketing analysis and recommendation, and that you can defend that analysis and recommendation.

1. How does one segment customers in the credit card industry?
2. Which types of customers are most desirable for JPMC as target market(s)? Why?
3. In your opinion, why was Chase able to succeed with millennials when other competitors were not?
4. Organize your answers to the above questions into a coherent power-point case analysis report and submit on Blackboard. Cite your sources in text and at the end using APA style.