BERKMAN BOTTGER NEWMAN - NYC
MBA642 Marketing Management
Dr. Gould
Team D
Team Members:
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Table of Contents
* Introduction * Analysis of Environment * SWOT Analysis * Fundamental Strategies * Marketing Mix * Alternative Recommendations * Conclusion * Appendix
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I. Introduction
Berkman Bottger Newman & Rodd, LLP, a widely respected boutique matrimonial law firm located in midtown Manhattan, concentrates solely on divorce, prenuptial agreements and other family law matters. Berkman Bottger Newman & Rodd is one of the only matrimonial law firms in New York City that offers a full range of divorce process choices — from litigation and effective negotiation to mediation and collaborative law. BBNR caters mostly to high net worth individuals that live in New York City, but will also work on cases in other counties in New York, as well as Westchester, Long Island and the other surrounding suburbs.
The firm’s reputation for excellence is built on in-depth experience with high value, complex financial cases and delivery of superb quality work designed to achieve positive and highly satisfactory results for its clients.
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II. Analysis of Environment
A. Internal Analysis
Berkman Bottger Newman & Rodd is comprised of three partners (Barry Berkman, Walter Bottger and Jacqueline Newman), three associates, three Of-Counsel attorney and various support staff. They are all members of various bar organizations, but do not attend many meetings and have the specific division of work. Jacqueline Newman is part of a high net worth networking group and also has many meet-and-greets with various other professionals. In addition, she had obtained numerous cases via these meetings. Barry Berkman is on many committees associated with the New York Association of Collaborative Professionals. Walter Bottger is very active in his church and part of the Holland Lodge.
The partners are looking to take the idea of being one of the only full-service matrimonial firms in New York City and expand and publicize it. The idea is that when a person is looking to get divorced but yet are not sure as to the process option they believe would be best for his or her case; they will come to BBNR as they are the experts for all process choices.
BBNR’s main source of business has typically been former clients and other attorneys. The firm is looking to do more PR in New York City without it being obvious advertising which is traditionally frowned upon.
B. External Analysis
Target Market
BBNR generally caters to the high net worth individuals and/or people who work in finance and/or his or her spouses who are looking for either prenuptial agreements or to end his or her marriages.
Many of their clients have graduate degrees but some do not. Ages range from 25-75. Most of our clients (or their spouses) earn between $200,000 - $2,000,000 per year. Their net worth is usually $1M+. However, they still have some clients who earn and have a net worth less than that and some that have more.
“Our clients are going through an extraordinarily difficult time in their lives, and they know they can count on us to be there for them,” says founding partner Barry Berkman.
Berkman
