European Bank for Reconstruction and Development, the first supranational financial institution after the Cold War, is planning its debut on the international capital markets by issuing bonds in the amount of $ 500 million. The bank must determine its marketing strategy to place on two levels - the positioning of the institution and bonds offer themselves. An integral part of the marketing task is to select the lead manager, who will determine the marketing. A mixture of solutions related product definition (currency, maturity, coupon), price (yield), promotion (road shows and media relations), as well as distribution (forming the syndicate). In addition, the lead manager will need to select the appropriate target markets (retail and institutional investors), as well as the general provisions for the institution. "Hide
by Jeffrey F. Rayport Source: Harvard Business School 22 pages. Publication Date: July 7, 1993. Prod. #: 594005-PDF-ENG
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