Marketing of Financial Services: A Project On Morgan Stanley

MARKETING OF FINANCIAL
SERVICES
A PROJECT ON MORGAN STANLEY
Submitted By:-
Ashutosh Bhardwaj
Group-2
Roll No:-18268
About the Company
Morgan Stanley is an American multinational investment bank and financial

services company headquartered at 1585 Broadway in the Morgan Stanley
Building, Midtown Manhattan, New York City. With offices in more than 42
countries and more than 55,000 employees, the firm's clients include corporations,
governments, institutions and individuals.
The original Morgan Stanley, formed by J.P. Morgan & Co. partners Henry Sturgis
Morgan (grandson of J.P. Morgan), Harold Stanleyand others, came into existence
on September 16, 1935, in response to the Glass–Steagall Act that required the
splitting of commercial and investment banking businesses. In its first year the
company operated with a 24% market share (US$1.1 billion) in public offerings and
private placements.
The current Morgan Stanley is the result of merger of the original Morgan Stanley
with Dean Witter Discover & Co. in 1997. Dean Witter's Chairman and CEO, Philip
J. Purcell, became the Chairman and CEO of the newly merged "Morgan Stanley
Dean Witter Discover & Co." Eventually, the new firm changed its name back to
"Morgan Stanley" in 2001. The main areas of business for the firm today
are institutional securities, wealth management and investment management.
Morgan Stanley is a financial services corporation that, through its subsidiaries and
affiliates, advises, and originates, trades, manages and distributes capital for
governments, institutions and individuals. The company operates in three business
segments: Institutional Securities, Wealth Management, and Investment
Management.
Morgan Stanley splits its businesses into three business
units. As listed below:
1. Institutional Securities Group
2. Wealth Management
3. Investment Management
Institutional Securities Group:-
Morgan Stanley's Institutional Securities has been the most profitable business
segment for Morgan Stanley in recent times. This business segment provides
institutions with services such as capital raising and financial advisory services
including mergers and acquisitions advisory, restructurings, real estate and project
finance, and corporate lending. The segment also encompasses the Equities and the
Fixed Income divisions of the firm; trading is anticipated to maintain its position as
the "engine room" of the company. Among the major U.S. banks, Morgan Stanley
sources the highest portion of revenues from fixed income underwriting which was
reported at 6.0% of total revenue in FY12
Wealth Management:-
The Global Wealth Management Group provides brokerage and investment

advisory services. As of 2014 Q2 this segment has reported an annual increase of 21
percent in the pre-tax income.This segment provides financial and wealth planning
services to its clients who are primarily high-net-worth individuals.
On January 13, 2009, the Global Wealth Management Group was merged with Citi's
Smith Barney to form the joint venture Morgan Stanley Smith Barney. Morgan
Stanley holds 51% of the entity, and Citi holds 49%. As of May 31, 2012, Morgan
Stanley planned to purchase an additional 14% of the joint venture from Citi.[In June
2013, Morgan Stanley stated it had secured all regulatory approvals to buy
Citigroup's remaining 35% stake in Smith Barney and would proceed to finalize the
deal.
Investment Management:-
Investment Management provides asset management products and services in

equity, fixed income, alternative investments, real estate investment, and private
equity to institutional and retail clients through third-party retail distribution
channels, intermediaries and Morgan Stanley's institutional distribution channel.
Morgan Stanley's asset management activities were principally conducted under the
Morgan Stanley and Van Kampen brands until 2009.
On October 19, 2009, Morgan Stanley announced that it would sell Van Kampen
to Invesco for $1.5 billion, but would retain the Morgan Stanley brand. It provides
asset management products and services to institutional investors worldwide,
including pension plans, corporations, private funds, non-profit organizations,
foundations, endowments, governmental agencies, insurance companies and banks.
Vision And Mission of the Company:-
Vision Statement: The Shriftman Hillman Group of Morgan Stanley's vision is to be

widely recognized within our core market as the best-in-class comprehensive wealth
management team creating a full service concierge experience for clients built on
our core values of trust, respect, caring, integrity, and commitment.
At Morgan Stanley, we are committed to fostering and maintaining a culture based

on our four core values: Putting Clients First, Leading with Exceptional Ideas, Doing
the Right Thing and Giving Back.
Products of the Company:-

1. Investment Banking
2. Sales and Trading
3. Commodities
4. Prime Brokerage
5. Wealth Management
6. Investment Management
Values of the Company:-
1. Putting clients first
2. Doing the right thing
3. Leading with exceptional ideas
4. Giving back
SWOT ANALYSIS
 STRENGTHS
 Strong brand name and good financial position.
 One of the major players in assets management and credit services.
 Wide number of services and products.
 Has around 60,000 employees worldwide.
 Operates in over 35 countries.
 WEAKNESSES
 Declining brand value.
 Legal issues where they paid billions of dollar related to retail banking.
 Investment banking has high number of people switching jobs.
 OPPORTUNITIES
 Expansion in other countries.
 Diversifying portfolios for customer.
 Mergers and acquisition and JVs.
 THREATS
 Changing government regulations and financial crisis like recessions
 Stiff competition

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MARKETING OF FINANCIAL

Morgan Stanley is an American multinational investment bank and financial

Institutional Securities Group:-

The Global Wealth Management Group provides brokerage and investment

Investment Management provides asset management products and services in

Vision And Mission of the Company:-

Vision Statement: The Shriftman Hillman Group of Morgan Stanley's vision is to be

At Morgan Stanley, we are committed to fostering and maintaining a culture based

Products of the Company:-

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