The Western Union Company is the largest US-owned provider of money transfer services. Originally founded as a telegram company in 1884, the company went bankrupt in 1992 and two years later, the company emerged from bankruptcy as a money transfer service targeting immigrant populations worldwide. With growing migrant populations, Western Union must remain relevant with audiences and maintain strong operations in the face of growing competition. Students are challenged to consider the changing global dynamic that Western Union is competing within and how its marketing strategies and operational choices will make or break the company’s success.
Western Union Company: A Case for Global Expansion
by: Patricia Loubeau
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After reading and discussing the material, students should:
- Marketing and branding services to culturally diverse populations, namely immigrants
- The potential strengths and weaknesses of targeting a defined and variegated market segment, namely immigrants
- Operational feasibility within a complex and ever-changing regulatory environment