Cga Case Study
Marketing Case Study
Pan The Certified General Accountants Association of Canada and Certified General Accountants Association of Prince Edward Island
September 2012
1|Page
Table of Contents
1. Executive Summary 2. The Association 3. Mission/Goals 4. The Brand: - The CGA Designation 5. The Product: The Program of Professional Studies 6. Target Markets - The CGA Brand
- The Program of Professional Studies
7. The Competitive Environment 8. The Environment : Critical Issues facing the Accounting Profession in Canada
2|Page
1. Executive Summary
Background The Certified General Accountants (CGA) Association, one of the four largest professional accounting associations in Canada, is looking for ideas for a new marketing campaign for the the Certified General Accountants (C GA) designation and new ways to promote its educational program, the Program of Professional Studies. As newly appointed marketing consultants for the CGA Association, you have been asked to create a marketing plan to promote either the C GA designation or the Program of Professional Studies. Founded in Montreal in 1908, by John Leslie, Assistant Comptroller of the Canadian Pacific Railway, the Certified General Accountants Association was originally created as a way to help accountants working in business and industry to enhance their professional skills. CGA-Canada is a national, non-profit, self-regulating association of approximately 75,000 CGAs and students. CGAs work in Canada and throughout the world. Students who are pursuing a CGA designation are enrolled in the C GA Program of Professional Studies in Canada, and internationally in Bermuda, the Caribbean, Hong Kong and the CGA-Canada is responsible for the marketing of the C GA designation within Canada and internationally. CGAs are professional accountants working in industry, commerce, finance, government and public practice. They are represented nationally through CGACanada and regionally through their
Pan The Certified General Accountants Association of Canada and Certified General Accountants Association of Prince Edward Island
September 2012
1|Page
Table of Contents
1. Executive Summary 2. The Association 3. Mission/Goals 4. The Brand: - The CGA Designation 5. The Product: The Program of Professional Studies 6. Target Markets - The CGA Brand
- The Program of Professional Studies
7. The Competitive Environment 8. The Environment : Critical Issues facing the Accounting Profession in Canada
2|Page
1. Executive Summary
Background The Certified General Accountants (CGA) Association, one of the four largest professional accounting associations in Canada, is looking for ideas for a new marketing campaign for the the Certified General Accountants (C GA) designation and new ways to promote its educational program, the Program of Professional Studies. As newly appointed marketing consultants for the CGA Association, you have been asked to create a marketing plan to promote either the C GA designation or the Program of Professional Studies. Founded in Montreal in 1908, by John Leslie, Assistant Comptroller of the Canadian Pacific Railway, the Certified General Accountants Association was originally created as a way to help accountants working in business and industry to enhance their professional skills. CGA-Canada is a national, non-profit, self-regulating association of approximately 75,000 CGAs and students. CGAs work in Canada and throughout the world. Students who are pursuing a CGA designation are enrolled in the C GA Program of Professional Studies in Canada, and internationally in Bermuda, the Caribbean, Hong Kong and the CGA-Canada is responsible for the marketing of the C GA designation within Canada and internationally. CGAs are professional accountants working in industry, commerce, finance, government and public practice. They are represented nationally through CGACanada and regionally through their