Charles Schwab Essay

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Charles Schwab and the “Talk to Chuck” Campaign Introduction Charles Schwab returned as CEO in July 2004 to the company that bore his name. “Chuck” as he was known to the company’s employees quickly began a cost and price cutting strategy aimed at restoring the company’s brand, improving market share, and restoring financial stability to the company. The U.S financial services industry was in an interesting position in the mid-2000s. On one hand technology had made information on investments more available to individual investors. However, following the collapse of the internet bubble and subsequent stock market decline in 2001-2002, investors were more independent and also cautious on whom they would trust with their investments. During the same time period, the number of wealthy individuals with assets to invest increased greatly. There was an increased demand for asset management services. How could Charles Schwab use their existing brand and reputation to take advantage of the existing market conditions? Problem Charles Schwab had a strong reputation as a discount brokerage firm, going back to the 1970s. Schwab had grown quickly, based on significantly lower prices and allowing investors to manage their assets and make transactions without the help of a traditional stock broker. Schwab launched an online trading platform in 1996, and cut equity trading prices to an industry low the following year. When “Chuck” returned as CEO in 2004, Schwab had hit a significant bump in the road. The company was no longer the low-cost industry leader. Other companies such as Ameritrade, E*Trade and TD Waterhouse now undercut Schwab’s prices. In addition Schwab’s prices were actually increasing over time. This was not the expected behavior for an innovative company in the industry, as Charles Schwab had been in the recent past. Schwab hoped to regain the image as

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