The European Bank for Reconstruction and Development, the first supranational financial institution in the era of post-Cold War offers its entry into international markets through a bond issue of $ 500 million. The bank must determine its marketing strategy of offering two levels – the positioning of the institution and the connection. Integral part of the marketing task is the selection of a leader, who will determine the marketing mix. The decisions involve determining the composition of the product (currency, maturity, coupon), price (yield), promotion (road shows and media relations), and distribution (union). In addition, the leader must choose appropriate target markets (institutional and retail investors), with the overall positioning of the institution.
Jeffrey F. Rayport
Source: Harvard Business School
Release Date: July 7, 1993. Prod #: 594005-PDF-ENG
European Bank for Reconstruction and Development: Marketing Strategy for Business Solution offering bonuses Debut