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Case Study Chase Sapphire Reserve

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Retail Management
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Harvard University
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Case Study Chase Sapphire Reserve
Case Study Chase Sapphire Reserve
Student Name
NJCU School of Business, Marketing Department
Instructor Name
13/06/2021

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Case Study Chase Sapphire Reserve
Introduction
This is a case study with a special focus on Chase Sapphire Reserve and how they
introduced their Chase Sapphire Reserve card into the new market. The study will look into
the strategies which the company used in order to enter the market and get a market share
where big competitors had dominated for so long. The study will further highlight how Chase
used the most effective communications channels to reach the millennials who are the
primary target audience for the card and how this was determined. Overall, this study is an
analysis of a new entrant into the market the Chase Sapphire Reserve card.
Assessment of the product offered the Chase Sapphire Reserve card
Chase Sapphire Reserve is a good product for JPMC and also for the overall Sapphire
brand. Chase identified a gap in the market and focused on an affluent market segment which
was dominated by Amex over about 30 years. This allowed them to make a unique product
which has over the years been able to satisfy the needs of the customers who are
predominately millennials.
There are so many reasons that make the Chase Sapphire Reserve Card a good
product, to begin with, the card enables Chase to build upon Sapphire’s brand momentum of
having an ultra-premium. High fee product for the affluent clientele which, as mentioned
above, was dominated by Amex. Secondly, the Chase Sapphire Reserve Card offers more
value to its target audience who the majority are Millennials. This audience is particularly
different from the past market segments, they typically value experiences over material things
as opposed to other generations.
The challenge with other providers of credit cards has been that, they are unable to
satisfy these experiences because they are not found in the services offered by traditional
credit card programs. However, The Chase Reserve Card has been able to offer value by

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1 Case Study – Chase Sapphire Reserve Case Study – Chase Sapphire Reserve Student Name NJCU School of Business, Marketing Department Instructor Name 13/06/2021 2 Case Study – Chase Sapphire Reserve Introduction This is a case study with a special focus on Chase Sapphire Reserve and how they introduced their Chase Sapphire Reserve card into the new market. The study will look into the strategies which the company used in order to enter the market and get a market share where big competitors had dominated for so long. The study will further highlight how Chase used the most effective communications channels to reach the millennials who are the primary target audience for the card and how this was determined. Overall, this study is an analysis of a new entrant into the market – the Chase Sapphire Reserve card. Assessment of the product offered – the Chase Sapphire Reserve card Chase Sapphire Reserve is a good product for JPMC and also for the overall Sapphire brand. Chase identified a gap in the market and focused on an affluent market segment which was dominated by Amex over about 30 years. This allowed them to make a unique product which has over the years been able to satisfy the needs of the customers who are predominately millennials. There are so many reasons that make the Chase Sapphire Reserve Card a good product, to begin with, the card enables Chase to build upon Sapphire’s brand momentum of having an ultra-premium. High fee product for the affluent cli ...
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