ANALYSIS FOR

MERRILL LYNCH
INTEGRATED
CHOICE

E-commerce and commodification

threatened Merrill Lynch's value

proposition
Merrill Lynch, a company in the
financial sector, made the decision
to change its business paradigm by
providing advice through a financial
PRODUCT
advisor. STRUCTURE

OBJECTIVES Asset based pricing

Determine an
impact on Direct online price
customer revenue for adopting

one of the new services, even if it

is not the lowest cost option.
Assess the potential impact on SIMULATION MODEL
each and every one.

Evaluate the effect on income of

various program prices.

Determine total revenue at risk.

RESULT OF THE
INVESTIGATION

TI infrastructure innovation.
Reduction of costs and
commissions
Investment development and
price
Cristian galvis, Cristian Ramirez, Yesica Ramirez Customer behavior analysis.
Operations research