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DE LA SALLE UNIVERISTY – DASMARIÑAS | Bank of the Philippine Islands | Strategic Marketing | | Espinosa, Athena Marie Guerrero, KamilleMasangcay, Von RyanMercado, KristofferRoraldo, Ian Emmanuel | |

MKA 4-1
September 26, 2013
Ms. Chona Bautista

Table of Contents I. Situation Analysis3 a. SWOT/TOWS Analysis3 b. PEST Analysis5 c. Industry Analysis6 d. Market Analysis8 II. Market Target Description24 III. Marketing Objectives24 IV. Marketing Program Positioning Strategy25 V. Forecast and Budget27 VI. Monitoring and Control29

I. Situational Analysis a. SWOT/TOWS Analysis | Oportunities * Developing economy * Decrease in inflation rate * Different and more developed alternative channels. * Technological advancement and progress * Industry expansion | Threats * Financial crisis * New government regulations that may affect company operations. * Increase in Inflation rate * New competitor in the market * Changing customers’ needs for financial services. * Switching individual depositor and investors | Strengths * Company reputation and reliable financial position. * Oldest commercial bank in the Philippines * Top 3 largest bank in the Philippines * Branches nationwide * Overseas offices: HongKong and Europe * Conservative with their corporate principles * Respectable and competent management team * Sustainable growth: 43% higher in net income than year 2012 * Variety of financial services. * 33% of BPI owned by Ayala Group. * Some technologically advance banking services. * Good banking history and few service complaints | Strengths & Opportunities Strategies * Conduct and participate in research programs that can increase technological involvement of BPI to increase convenience for customer in different financial

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