Cay Funds Company Ltd

MARKETING PLAN PROJECT

Cay funds company ltd

Student: Rosworth McLaughlin

Course No: MBASHR-ME-070628-01

Word Count: 1,056

TABLE OF CONTENT Page

1.0 Executive Summary 3

2.0 Situational Analysis 4

2.1 Market Summary 4

2.1.1 Market Demographics 5

2.1.2 Market Needs 5

2.1.3 Market Trends 6

2.1.4 Market Growth 6

2.2 SWOT Analysis 7

2.2.1 Strengths 7

2.2.2 Weaknesses 7

2.2.3 Opportunities 7

2.2.4 Threats 8

2.3 References:

1.0 Executive Summary

These services include Retail Banking, Community Banking, Private Banking, Trust and Wealth Management, Hedge Fund, Fund Administration and Asset Management. CFCL is recognized as an award-winning financial institution. It is the largest private sector employer operating in the Cayman Islands.

CFCL was forced to expand its physical plant by constructing a 60,000 sq ft office building in George Town Grand Cayman, the heart of the Financial Industry in the Cayman Islands. CFCL is also located in other countries around the world.

Although CFCL had strong competition in recent years, it ended the 2006 financial year with a net income increase of 22.6% over the 2005 financial year.

2.0 Situational Analysis

Cay Funds Company Ltd started operating in the Cayman Islands in 1967. CFCL provides quality service to its local and international customers in the financial industry. Their business has been growing consistently over the years. However, the highest percent growth occurred during the past three years, following the devastation of Hurricane Ivan on Grand Cayman. The company has become one of the most reputable financial institutions on the island in recent years. Their total assets have sky-rocketed to 11.1 billion dollars at the end of the 2006 financial year. The growing demand for their local and international services has contributed significantly to their rise in revenue experienced over the past year. The company did their home work “through creativity to make inventions, creativity in product planning and production and creativity in marketing,” as described by Kotler and Keller, (2006). As a consequence, CFCL was able to attract a variety of new business, amongst which was the Hedge Fund which drew a large amount of business. From a geographical stand point, they can expand their services to the two sister islands, namely Cayman Brac and Little Cayman, both of which have a growing market for a number of services offered. All evidence suggest that CFCL developed some very effective strategies as part of their marketing plan. The most effective being 8,000 Hedge Funds.

2.1 Market Summary

CFCL has a wealth of information available to them about the variety of services it offers, and more importantly, about their invaluable customers. The information gathered over the years on its customers has allowed them to analyze and better understand its customers, their needs and segments of their target market. The data can help them understand the kinds of risks, threats, and opportunities facing them and their customers. It also documents the experiences in the variety of services it offers to their invaluable customers. Their target market would be Private and Community Banking, Asset management, Mutual Funds, Hedge Funds, Trust Corporate Trust and Investment and Fund Administration.

2.1.1 Market Demographics

Georgraphics

• Primary Market Services Statistics (Table 1. below) (Source - CIMA, 2007)