I.

Time Context:
2009
II. Viewpoint:
Richard M. Kovacevich – Chairman and CEO
III. V-M-V Statement
Vision
Our product: SERVICE. Our Value-added: FINANCIAL ADVICE. Our competitive advantage: OUR
PEOPLE
Mission
---------
Values
Wells Fargo puts considerable emphasis on its culture image as seen by the ff. values:
 Known by Our Own Team Members. “We’ll be known as a company that believes in people as a
competitive advantage, a great place to work, an employer of choice, a company that really cares
about people, knows the value that a diverse work force can bring, that encourages innovation:
new and better ways of serving customers.
 Known by Our Customers. “We want to be known by our customers as a financial partner, for
outstanding service and sound financial advice, satisfying all of their financial needs and helping
them to succeed financially. Our customers, external and internal, are our friends. They’re the
center of everything we do.
 Known by Our communities. “We’ll be regarded as the premier financial services company in each
of our markets. We’ll promote the economic advancement of everyone in our communities including
those not yet able to be economically self-sufficient, who have yet to share fully in prosperity of our
extraordinary country. We’ll be known as an active community leader in economic development, in
services that promote economic self-sufficiency, education, social services and the arts.”
 Known by Our Shareholders. “We’ll be known as a great investment. We’ll have financial results,
not only among the very best in the financial services industry, but among the entire Fortune 500.
Today, we’re the only bank in the United States with Moody’s credit of “Aaa” (Highest possible
rating)
IV. Current Operational Plans
Marketing
 Connecting to customers via internet
Management
 Dick Kovacevich – Chairman
 John Stumph – President and CEO
Operations
 Operates Coast-to-coast community banking
 Finance
 Acquisition of WACHOVIA
 Safe financial advertising through the use of internet
Human Resources
 Employs different individuals who have knowledge about banking
V. Social Responsibility Applications
 Competing effectively and ethically
 Paying of taxes to the government
VI. Statement of the Problem
How can wells fargo corporation position their company in the future?
VII. Statement of Objectives
Long Term
 To maintain its financial position in the industry
 Double the revenue of the company
Short Term
 Evaluate and innovate current marketing plan
 When rates are down ensure that staffing is appropriate for volume

VIII. SWOT Analysis

Strengths Weaknesses
1. Size 1. Does not give international service
2. Leading innovator in the use of internet
3. Receive credit Rating of AAA

Opportunities Threats
1. Expand Globally 1. Scams
2. Acquisition of WACHOVIA 2. Inflation
IX. Alternative Courses of Action
1.
X. Decision Criteria ACA 1 ACA 2 ACA 3
Costs
Financial Return
Ease of
implementation
Increase in
customer
satisfaction
Total 100%

To understand more, see the criteria below:

Costs – the lower the percentage the higher the costs
Financial Return – the lower the percentage, the lower the financial return
Ease of implementation – the lower the percentage, more difficult of implementation
Increase in Customer satisfaction – the lower the percentage, less satisfied
XI. Decision Statement

XII. Implementation Program

Strategies

Tactics

XIII. Proposed Operational Plans
Management

Marketing

Operations
 Create a referral process as well as an incentive for customers expanding their product base with
Wells Fargo / Wachovia
Finance

Human Resources
 Delivers good financial service
XIV. Other Problems and Recommendations
Other Problems Recommendations
1.
2.