Metrobank Marketing Audit

Marketing Audit:Metropolitan Bank and Trust Company (Metrobank) Company Overview Metropolitan Bank and Trust Company (Metrobank) provides banking and other financial products and services, including corporate, commercial and consumer banking, as well as credit card, remittances, leasing, investment banking and trust banking. It was established on September 5, 1962 at the Wellington Building in Binondo, Manila by a group of Filipino businessmen. In August 1963, Metrobank opened its first local branch in Divisoria. Four years later, Metrobank opened its Davao branch, the bank‘s first provincial branch. In order to give back to community, it established Metrobank Foundation, Inc. in 1979. Moreover, Metrobank was listed in the Philippine Stock Exchange in 1981 and it also acquired its universal banking license in the same year. Throughout the following years, Metrobank continue to expand through joint ventures, partnerships, and new branches and ATMs openings. Currently, Metrobank is the second largest bank in the Philippines. It spans a consolidated network of over 1,400 ATMs nationwide; over 760 domestic branches; and 38 foreign branches, subsidiaries, and representative offices. Metrobank‘s logo captures the company‘s heart and soul as well as its mission and vision. According to Maricar Rosario C. Gonzales, Vice President for Marketing, the diamond in our logo is actually a globe, representative of the world. The President, Mr. Arthur Ty, drew the logo and incorporated the elements of Feng Shui into it. The shape at the bottom is Metrobank. What we mean by our logo is basically ―We are at the base of the world. We want to help everyone.‖ I. External Analysis / Landscape Assessment Outlined below are the external factors critical to the performance of Metrobank. A. Business and Economic Environment 1. Economic a. Disposable Income, Expenditure, and Savings As a major player in the Philippine banking industry, Metrobank is directly affected by the disposable income,...