1. Charles Schwab Case Study
The ability to rely upon the customers" knowledge allowed a more flexible pricing structure in its products allowing it more flexibility in its target customer base than a large full service brokerage such as Merrill Lynch. ... However, I believe that prior to Internet trading, the customer base both brokerages targeted were distinct to one another and thus this new offering should not impact the customer base of Schwab. ... E-Trade is not a large threat to either Schwab or Merrill as it is targeting a customer base with a relatively low equity per customer than either of its competitors. ...
- Word Count: 784
- Approx Pages: 3
- Grade Level: Undergraduate