chase sapphire case study problem statement

The first step to solve HBR Chase Sapphire: Creating a Millennial Cult Brand case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Chase Sapphire is facing right now.

Introduction – Chase Sapphire. JP Morgan Chase secured revenue of $44.9 billion and reached a net income of $9.7 billion in 2016. It ranked in the top 2 credit card issuance and had a strong network spread over the US. Chase Sapphire was launched to change the perception of how a credit card is viewed. It was able to identify and capture 15% ...

Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Case 518-024, September 2017.

A company statement articulated the value proposition of this new offering: For today’s savvy affluent consumer, Chase Sapphire is the new, next generation rewards card that combines the premium service and travel benefits high-end consumers expect with practical features, so that they can always get more of what matters most.

Chase Sapphire Case Study. John Doe Columbia Southern University MKT 5301 Dr. James Ready April 28, 2023. Chase Sapphire Case Study The Chase marketing team continues to show how an understanding of the organization’s customers, how developing a product for those customers, and executing a product on solid market research creates a brand that is the envy of others.

Results of one of the executions confirmed that the creative was found by the target audience to be highly persuasive and scored strong brand linkage. The versatility of reward points. came through very strongly and was seen highly meaningful. The launch creative, “Dress” highlighted the flexibility of reward points from Chase Sapphire.

The case analysis of Chase Sapphire focuses on the situational, problem, possible solutions, and recommendations. The analysis of political, economic, sociocultural, and technology (PEST) will be used to discuss the external environment of Chase Sapphire. In particular, the political factors that might influence Chase Sapphire are the political ...

Chase Sapphire is composed of three cards: Chase Sapphire, Sapphire Preferred, and Sapphire Reserve. All Chase Sapphire cards are supported by Ultimate Rewards, which had a simple online portal, and customer service calls answered by live advisors. Card details are shown in Exhibit 5 (Page 18).

The Chase Sapphire Reserve credit card was one of the hottest product launches in 2016, enthusiastically received by millennial consumers, a group that had previously eluded JPMorgan Chase and its competitors. Shelle Santana discusses how protagonists Pam Codispoti and Eileen Serra shifted their focus to retaining customers attracted by the one ...

Part 2. Complete a case analysis of Chase Sapphire. In the case analysis, you will look at the situational analysis, problem, and alternatives, and you will provide a recommendation. Situational Analysis. Discuss the external environment through the compilation of a PEST (political, economic, sociocultural, and technology) analysis.