The European Bank for Reconstruction and Development, the first supranational financial institution of the post-Cold War era, made his debut in the international capital markets plans by an emission of 500 million dollars. The bank has its marketing strategy for the offer on two levels – positioning the institution and the bond with them. Integral to the marketing task is the selection of a lead manager who determine the marketing mix. The mix decisions to participate … Read more »

The European Bank for Reconstruction and Development, the first supranational financial institution of the post-Cold War era, made his debut in the international capital markets plans by an emission of 500 million dollars. The bank has its marketing strategy for the offer on two levels – positioning the institution and the bond with them. Integral to the marketing task is the selection of a lead manager who determine the marketing mix. The mix decisions involve determining product (currency, maturity, coupon), prices (yield), PhD (road shows and media work) and distribution (education of the consortium). In addition, the Lead Manager will need to choose appropriate target markets (retail and institutional investors), along with the entire positioning for the institution.
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Jeffrey F. Rayport
Source: Harvard Business School
22 pages.
Publication Date: Jul 07, 1993. Prod #: 594005-PDF-ENG
European Bank for Reconstruction and Development: Marketing Strategy for the debut bond HBR case solution

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