Case study

Case Study: Week 9 Name of Company: Bank of America (BoA)

Current Business

Main Offerings (%) Consumer banking (40%), Global banking (20%), Investments (20%), Global markets (15%).

Industries Investment banking financial services

Founder(s) Amadeo Giannini

US market ($) $102 billion ($113.5 billion total revenue)

International ($) $11.5 billion

History

Founded (when/where) 1998 (originally 1904 Bank of Italy) in San Francisco

Event1 (recent year) Stops doing business with AR-15 manufacturers

Event2 (recent year) Files Patent for Multi-Tiered Digital Currency Wallet

Event3 (recent year) BoA and other institutions meet at the White House to discuss help for businesses

Recent activities BoA’s New York branch was unable to satisfy customers pulling out lump sums of money due to lack of $100 bills.

Competition

Market leader (% market share) Bank of America (10.6%)

Competitor 1 (% market share) JPMorgan Chase (10.2%)

Competitor 2 (% market share) Wells Fargo (10%)

Suppliers (%) Variety of suppliers who are diversified and committed to human rights and environmental sustainability (investment services industry 552.46%)

Buyers (%) Targets a wide range of different publics (homeowners, college students, business owners, etc.)

SWOT

Strength Wide scope of financial services

Weakness Vulnerability based on dependence on U.S. financial services market

Opportunities Business growth and risk reduction through diversification

Threats Cyber-attacks/IT security breaches to internet/mobile banking

Current Issues

Issue1 Online service outages and banking issues

Issue2 BoA lacks certain customer service skills that make customers uncomfortable

Issue3 $11.8 billion in robo-signing foreclosures

Causes of Issues

Issue1 Improper IT care and maintenance and inconsistency in banking habits

Issue2 Company’s lack of motivating initiatives for employees

Issue3 Lack of reviewing foreclosure documents in order to quickly sign off

Marketing Suggestions

Issue1 Compose an efficient IT team and serviceman to identify and fix outages

Issue2 Change customer service tactics to help customers feel more comfortable

Issue3 Identify workers participating in robo-signing and take action

Conclusions

Based on SWOT

If BoA diversifies it has the opportunity grow while reducing risk

Expanding to online and mobile services poses a risk for BoA cyber-attacks

Based on Competition

Is the market leader by points of a percentage because of recent downfalls

If BoA expands it has the opportunity to make more money for the company

Based on PLC

The PLC of BoA is very vague

Uses PLC to identify the best way to conduct business

Based on ?

BoA is doing well in a variety of aspects but what could they do better?

How can BoA fix outages to restore customer confidence?

Reference & Citations

https://cointelegraph.com/tags/bank-of-america

https://www.statista.com/statistics/727546/market-share-of-leading-banks-usa-domestic- deposits/

https://www.macrotrends.net/stocks/charts/BAC/bank-of-america/revenue

https://www.rancord.org/bank-of-america-swot-analysis-internal-external-strategic-factors

Name: Date: April 10, 2020