All retailers face the challenge of determining the optimal mix of products and services.
To do so, they must weigh customers' demands against costs, since it's not always economically feasible to provide every product and service the customer would like. They must adapt their formulas to suit the varied tastes and preferences of customers in different locales. Fidelity Brokerage Services Inc. is one such company. Thomas Fogarty, Vice President of Business Analysis, has found that the demand for Fidelity's products and services differs among IC's. In some markets, for example, customers need a great deal of information and education before they are ready to make investments.