Problem
JPMorgan Chase is a well-known global financial services firm that provides broad-range investment banking, financial services for consumers, small business and commercial banking, financial transaction processing, asset management, and private equity services. As of 2017, JPMorgan Chase operates in more than 100 countries and serves millions of U.S. consumers and many of the world's most prominent corporate, institutional, and government clients. With more than $2.4 trillion in assets, JPMorgan Chase is a leader in the banking industry. JPMorgan Chase is a component of the Dow Jones Industrial Average. The company is not only doing well currently, with a promising future, but it also has a noteworthy history.
JPMorgan Chase & Co. was founded in New York in 1799. The firm is built on the foundation of nearly 1,200 predecessor institutions that have come together over the years to form today's company. Here are some highlights from its recent history and the key transactions leading up to the formation of JPMorgan Chase:
In 1991, Chemical Banking Corp. combined with Manufacturers Hanover Corp., keeping the name Chemical Banking Corp., then the second-largest banking institution in the United States.
In 1995, First Chicago Corp. merged with National Bank of Detroit's parent NBD Bancorp., forming First Chicago NBD, the largest banking company based in the Midwest.
In 1996, Chase Manhattan Corp. merged with Chemical Banking Corp., creating what was then the largest bank holding company in the United States.
In 1998, Banc One Corp. merged with First Chicago NBD, taking the name Bank One Corp. Merging subsequently with Louisiana's First Commerce Corp., Bank One became the largest financial services firm in the Midwest, the fourth-largest bank in the United States, and the world's largest Visa credit card issuer.
In 2000, JPMorgan & Co. merged with Chase Manhattan Corp., in effect combining four of the largest and oldest money center banking institutions in New York City (JPMorgan, Chase, Chemical, and Manufacturers Hanover) into one firm called JPMorgan Chase & Co.
In 2008, JPMorgan Chase & Co. acquired Bear Stearns Companies Inc., thereby strengthening its capabilities across a broad range of businesses.
In 2011, J.P. Morgan celebrated the 90th anniversary of the firm's presence in China.
The acquisition of other companies is one of the primary methods that JPMorgan has used to grow its numbers and can be considered a strength in regard to how these mergers have combined to give rise to a broad range of commercial and investment banking capabilities.
In order to sustain growth that is so important in its strategic and long-term plans, JPMorgan Chase conducted a study to understand its consumers, their lifestyles, and potential for customer segmentation in terms of investment products and service needs. The questionnaire used follows and the data file can be downloaded from the Web site for this book. The outputs and the analyses of this study should help JPMorgan Chase carve its growth plan and its successful implementation.
Task
• Discuss the role that marketing research can play in helping JPMorgan Chase formulate sound marketing strategies.