Forum Credit Union: Implementing a First-Time Home Buyer Program

Forum Credit Union: Implementing a First-Time Home Buyer Program

Daniel H. McQuiston Journal of Case Studies
November 01, 2018
SKU: BUS-00676

Topic: Strategy & General Management
Page length: 13
Keywords: Promotional strategy, positioning, financial services
Price: $4.00 | €0.00
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Andy Mattingly, Chief Operating Officer of the FORUM Credit Union, has been tasked with the responsibility of developing a program to attract more First-Time Homebuyers (FTHB) to choose FORUM as the lending institution for their mortgage loan. FORUM is ‘behind the curve’ in offering such a program, and many other financial institutions have established one. Andy has at his disposal a fair amount of research on who their potential target markets might be as well as how some if these target markets go about choosing a mortgage lender. Andy much answer such questions as: Who would be our primary target audience(s)? How do they go about choosing a mortgage lender? Who is our main competition? How can we position ourselves against that competition to establish a competitive advantage? What tools of the marketing mix should we use to create that advantage?

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