Chase Sapphire Products

The case is Chase Sapphire: Creating a Millennial Cult Brand from Harvard Business Publishing. The case write-ups will be completed individually. Your written case brief must be submitted to Canvas by the beginning of the class session in which it is assigned on the syllabus. Clear connection to the course textbook through extensive in-text citations is required for this take-home midterm assignment.

The body of the analysis will answer the following:
• How should the team manage all three Chase Sapphire products to best meet the needs of the diverse credit card market? (this will be addressed in both the discussion of strategy, and the tactics to achieve the strategic objective set)
• Which features and benefits should each card carry to best differentiate itself from Chase’s other products and from increasingly competitive products in the marketplace? (discussion of the need for differentiation and rationale for differentiation will be discussed in strategy; the specific answer to this question will be discussed in tactics)
• How should all three be managed to enhance the brand equity of the Chase Sapphire line? (managing the brand is ongoing; this would be an evaluative and control tactic)

The questions should not be used as headings or subheadings, please create your own headings/subheadings to describe the content in each section. A passing submission will include the following:

1. A PESTEL analysis of the credit card environment with specific attention to ethical, legal, governance, consumer privacy, environmental, technological, and social considerations.
2. A SWOT analysis using the information from the case for internal strengths and weaknesses and the PESTEL findings for the external opportunities and weaknesses.
3. Clear communication of no less than (2) strategic marketing objectives.
4. Clear communication of marketing tactics with connection of how they achieve objectives
5. Discussion of evaluation and controls related to meeting the objectives set

The submission will be a minimum of 6 pages for the body text (not including introduction, conclusion, references, title page) and written in APA format.

Each case brief should contain:

1) problem identification (serves as an introduction), this section would include a very brief description of the organization, product/service, and the significance for reassessing the product lines; why is a fresh look important and what should be explored when reassessing the product lines as they relate to the market as a whole? (cite the case study as appropriate and go beyond what is in the case study and into course concepts with problem identification)

2) situation analysis, a description of the market, if known the current market share, whether the product/service is growing, which stage of product lifecycle might be explored, does Chase still hold sustainable competitive advantage, why/why not. The situation analysis will include the subsections of PESTEL and SWOT as they are part of reviewing the macro environment.

Situation analysis would lead into the discussion and support for the marketing objectives. Consider connecting customer needs/market adaptation, differentiation, and brand equity. Use of the textbook is required, regardless of the quantity of additional sources provided.

3) Marketing Objectives

4) Marketing Tactics

5) Implementation and Controls

6) Personal Takeaways – This is where you share the value of the assignment as it relates to application of course concepts.

In-text citation is expected and appropriate for the submission. No less than 7 references in addition to the case study reference, and textbook are required for a passing grade.