The name Wells Fargo is forever linked with the image of a six-horse stagecoach thundering across the American West, loaded with gold. The full history, over more than 160 years, is rich in detail with great events in America’s history. From the Gold Rush to the early 20th Century, through prosperity, depression and war, Wells Fargo earned a reputation of trust due to its attention and loyalty to customers. Through the 20th Century Wells Fargo rebuilt from just one office in San Francisco. From 1905 to 1923 it was a premier downtown San Francisco institution. Expanding in 1923 to two marbled banking halls, Wells Fargo was a “banker’s bank” that served the entire west. In 1960s prosperity, Wells Fargo became a northern California regional bank …show more content…
Today in the 21st Century, with extensive and diversified financial services, the Wells Fargo name once again extends “Ocean-to-Ocean,” “Over-the-Seas,” and, of course, online. Wells Fargo Parent Company Wells Fargo & Company Category Financial services Sector Financial Institutions Tagline/ Slogan Fast then. Fast now; The next stage; Together we’ll go far; With You When USP Wells Fargo is a provider of banking, mortgage, investing, credit card, insurance, and consumer and commercial financial services STP Segment Enterprise and Individuals who are seeking financial help and advice Target Group Large enterprises and rich individual investors Positioning A company which has consistently grown along with its customers SWOT Analysis Strengths 1. Strong brand name and good financial position 2. Strong credit-rating 3. Diverse products and services 4. One of the largest recruiters with over 280,000 employees globally 5. Wells Fargo is the second largest bank in deposits, home mortgage servicing, and debit card Weaknesses 1.Lacking in global acclaim as compared to competitors 2.Low customer-care and satisfaction 3.Legal …show more content…
As per the end of financial year 2013, it is strongest in “Mortgages” and “Auto Lending” where it shows dominant leadership and stood second in “Private Student Lending”. In this area, Wells Fargo remains far ahead of its competitors, JP Morgan Chase & Co (JPM) and Bank of America Corporation (BAC). The bank also leads in auto lending since dethroning Ally from the top position in 2013. A third area of strength for Wells Fargo is private-student lending. Weakness of Wells Fargo: Wells Fargo remains weak in investment banking when compared to its major peers. With the acquisition of Wachovia, the bank is trying to catch up. It needs to use its strength in commercial lending to build up its client base in this area. Opportunities for Wells Fargo: Wealth management of ultra-high-net-worth individuals, families, institutions, and endowments represents a big opportunity for Wells Fargo. It’s off to a good start in this area, with subsidiary Abbot Downing capturing a decent market share to date. Cards represent another big area of opportunity for Wells Fargo. Only 36% of its retail banking clients and 20% of its mortgage clients have Wells Fargo cards. In terms of income bracket, only about 7% of its affluent customers have cards—not good when compared to the nearly 30% industry