A Study of Offshore Fund Marketing Strategy – The Case of Master Agents
Date Issued
2015
Date
2015
Author(s)
Lee, Li-He
Abstract
The main objective of the research is that how the master agents in Taiwan can contribute, to increase the willing of sales agents or clients to sell or invest the offshore funds introduced. By implementing questionnaire and analyzing the data returned, we can understand the preference of sales agents and clients and introduce goods or services of interest. The research makes several recommendations as below: 1. In terms of product strategy, selecting internationally known brand and well-performed funds in mid to long term will be recommended. It is also purposed to introduce more balanced funds when cooperating with channel sale agents. When promoting to legal entity clients, it is better to recommend funds which delivers sustainable returns with performance in first quartile within a year. 2. In terms of price strategy, it is recommended to enhance professional consultant of investment and good quality of service to replace lowering service charge. The rebate can be set as tiered rate to have more return when agents have more sales, in order to keep sales personnel motivated. Under good and steady performance, higher rebate can be also provided to legal entity clients so that clients are willing to purchase more shares. 3. In terms of promotion strategy, it is recommended to return the profit directly to sales agents such as sales competition reward or outside training for sales personnel. For legal entity clients, their interests are laid in seminars and conferences. 4. In terms of service strategy, fundhouses and master agents are encouraged to use the advantage of numerous branches and sales channels to provide investment reports and services, so that individual investors are willing to purchase funds. For services to legal entity clients, it is recommended to provide global macroeconomics report to clients. Also it is encouraged to invite fund managers to host seminars quarterly. 5. For the vision of future strategy, since the increasing weight of contribution from legal entity clients in offshore funds market year by year, and the marginal contribution, along with the gross margin, of the legal entity are significantly higher than of the sales channels. Therefore, it is recommended to focus more on the service for legal entity clients including market and investment strategy information; providing more relating service personnel, and establishment/management of customer relationship.
Subjects
Offshore Fund
Marketing Strategy
Master Agent
Type
thesis
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