ESMT European School of Management and Technology
(2005)
Version:
7 July 2009
Length:
17 pages
Data source:
Published sources
Abstract:
This is an abridged version of the case 'ESMT-305-0030-1'. This case study provides an overview of the retail financial service industry in Germany at the end of 2003 and how MLP AG, an innovative financial services firm, has developed a unique position in the market through customer focus. Rich data especially on the demographic trends that are shaping the industry are given. Additional data on key players of the industry are supplied. This data will enable students to develop a good understanding of the structure and drivers of this industry. Focus is on the rather innovative MLP business model and strategy, and the firm's underlying business activities that have created a uniquely differentiated positioning. The case study is intended for MBA marketing programmes. It can also be used as part of a competitive strategy programme to discuss the issues related to sustainable competitive advantage.
