Publications
Publications
- September 1994
- HBS Case Collection
BayFunds
By: Alvin J. Silk, Lisa Klein Pearo and Jamie Harper
Abstract
In June, 1994, the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds. Sixteen months earlier, BayBank, Massachusetts's leading retail bank, had entered the mutual fund business by successfully launching BayFunds, a family of proprietary mutual funds. Now management faces a new set of marketing challenges to develop the business further. How can the mix of funds offered be extended to meet changing market and economic conditions, and what combination of proprietary and third-party funds would be most effective in attracting and retaining customers? In addition, management must also find ways to integrate the mutual funds business further into BayBank's core operations and systems while coping with a complex and uncertain regulatory environment.
Keywords
Banks and Banking; Marketing Strategy; Brands and Branding; Investment Funds; Product Marketing; Integration; Financial Services Industry
Citation
Silk, Alvin J., Lisa Klein Pearo, and Jamie Harper. "BayFunds." Harvard Business School Case 595-031, September 1994.