Vanguard known as the mutual fund industry's growth leader, has targeted customers seeking low cost and long term investing in mutual funds. Vanguards unique pricing strategy was to retain existing customers and eventually get them to invest more over time, pushing assets up faster. Vanguard is more interested in gaining long -term customers rather than short- term investors. Vanguard has not targeted short -term investors because they believe it ruins the game for the long -term investor. Vanguard relies heavily on customer loyalty and believes that its company's success stems from making the long-term customer happy. Most of Vanguards customers are retail companies and organizations like hospitals and universities due to employees pension plans. After thorough marketing research and the ever-changing trends facing the market, Vanguard reorganized its activities to better manage its customers. They organized them by putting them into four client segments, full service......
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Approximate Word Count: 496
Approximate Pages: 2 (260 words per double-spaced page) |