In June 1994, senior vice president of investment management group BayBank is to prepare a strategic plan for the organization through its mutual funds. Sixteen months ago, BayBank, the leading retail bank in Massachusetts, entered the mutual fund business successful launch BayFunds, family ownership of mutual funds. Now management is faced with a new set of marketing challenges in doing business in the future. As a combination of features to be expanded to meet the changing market and economic conditions, and what combination of own and third-party tools will be most effective in attracting and retaining customers? In addition, management must also find ways to integrate the business of mutual funds on the core activities of BayBank and systems, while coping with complex and uncertain regulatory environment. "Hide
by Alvin J. Silk, Lisa R. Klein, Jamie Harper Source: Harvard Business School 34 pages. Publication Date: September 16, 1994. Prod. #: 595031-PDF-ENG
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