Case Study Nipissing Bank SCM 310
Nipissing Bank, one of Eastern Ontario’s premier financial institutions, was established in 1986 in Ottawa Ontario. Working with corporate, personal, and commercial customers they established about 25 retail branches mainly in Ontario and provide many financial services such as general banking, trust, insurance and wealth management. Though as time went on more competitors moved in and as is usually the case, Nipissing Bank has been pressured to gain more customers and retain their current clientele. By 2008, Nipissing was struggling to maintain their clients using their current marketing tools. Their manager of administrative services, McKenzie Scott, is making an attempt to improve these efforts and has a few options with which to accomplish his task. This report is a means to explore each option from operational, strategic, and ethical standpoints to determine which option will best improve the marketing efforts of Nipissing Bank. There are many issues facing the bank at this point in time. They are seeing their first decrease in clients since their 1986 inception. The current theory is that Ontario has reached market saturation when it comes to the banking field and Nipissing is losing its customers to larger and more well-known banks. The marketing department has also determined that customers were leaving to take advantage of what they thought to be a “more diverse range of banking services” (2). Nipissing in reality offers the same services but due to an inefficient mailing system, customers only knew about a few of the services offered and didn’t necessarily see the services they thought applied to their individual situations. As stated “one client might receive two of the eight possible marketing materials, whereas another might receive three entirely different ones.” (2)
The solution was to up their marketing materials to 12. This presents another issue because the Mailsorter 750 they purchased from QZT Corp. in 1994 is an inefficient system for their
The solution was to up their marketing materials to 12. This presents another issue because the Mailsorter 750 they purchased from QZT Corp. in 1994 is an inefficient system for their
Cited: Janssen, Eric. Nipissing Bank. Case Study. Ed. John Haywood-Farmer. London, Ontario: Richard Ivey School of Business, 2010. Print.