This step aims to understand in what context and for what purpose our mission takes place. For that we have to analyze in detail the business that we consult.
Our mission, values and vision constitute the identity of a company. These three genetic elements, form the cement of the organization and the individuals who compose it. Before developing our marketing plan, it is therefore vital to fully understand the framework in which it will settle in. This framework, which some call "business project", focuses on fundamental concepts, is the foundations on which we will be built all the plans of the company, including the marketing plan:
Our mission
Core business
Key skills
Competitive advantages
Vision
Values and culture
The overall objectives
Obviously, you can not build a relevant and effective marketing plan, if one ignores the issues of our firm: What is the purpose of it? Where is she going ? What does she seek to become? What are its short and long term goals?
Nagelmackers core business
The company's core business is its expertise and it allows to answer the following questions:
What needs does the company satisfy? What part does the firm play in this business? What factors (technology, price, distribution, …) influence its core business?
Our core business:
Nagelmackers is a company that wants to offer quality financial services while ensuring an optimal balance between risk and profitability, thanks to a privileged relationship with its customers.
Nagelmackers mission
The mission is the reason why the company exists: what is our business? On which market? The mission explains what is the point of such company and who it satisfies. The mission sets out a short statement, clear and inspiring the main reason why the firm was created.
Ours is :
"Providing quality advice and financial protection to all individuals, self-employed workers and businesses. "[1]
Competitive advantages
Nagelmackers personal banking draws its main strength from contacts the bank offers to customers generally unaccustomed to interactions and personalized monitoring. This feature has the advantage of flattering the customer, to make him feel important. Moreover, these contacts allow greater transparency of actions from the bank.
Key skills
A company’s key skills are the competences ,difficult to imitate, that contribute to the sustainable improvement of the profit received by customers.
Nagelmackers key-skills:
A longstanding expertise in financial portfolio management.
Our vision
The company’s vision outlines, in a sentence or two, where the company wants to go and provides an overview of what it wants to become.
Our vision:
"The development of a strategy focused on Personal & Private Banking. "[2]
It also places great importance on project’s achievement, it often uses the word "dream" to talk about a plan to give it greater importance and to insists its desire to support its customers in their projects .
Values, culture and objectives
The values of a company are the set of beliefs and principles that guide its actions and activities.
Nagelmackers began its history in 1747 as a family-owned bank. The notion of proximity is very present in the Nagelmackers policy!
Here is the philosophy of Nagelmackers:
"We believe that money, your wealth has only value when used to feed your dreams and enrich your life. We listen to your story and translate it into a solid heritage standpoint.
Nagelmackers decidedly favors a personalized approach. Because your dreams and the heritage you need to achieve them are entirely yours. We want to be the financial partner you trust and help you make appropriate financial choices to lead the life you want.
Such a partnership implies a long-term vision. We will support you over months and years. As Warren Buffett once said: "If a person can enjoy the shade of a tree today, it is thanks to the seed planted by another one long ago."
You share our philosophy? Come share your dreams! Your Nagelmackers advisor will be happy to listen to you. "