STRATEGIC SERVICE VISION

1. UNITED COMMERCIAL BANK:

SERVICE DELIVERY SYSTEM Full- featured Finance Department Banks Website Chinese speaking representatives 46 branches in California, representative officers in Taiwan and China, branch in Hong Kong Tea caddies /gift tea sets for customers OPERATING STRATEGY Focusing on loans to businesses owned by Chinese- Americans and their families High proportion of saving accounts & time deposits Low account fee Fee income = 0.32 % of assets while others = 1.7% SERVICE CONCEPT Loans to businesses Saving account , time deposits and CDs TARGET MARKET AREA Chinese - American Community

2. EL BANCO BANK
Service Delivery System Spanish atmosphere from Branches (storefronts) Spanish language newspapers. Operating Strategy No drive-thru facilities Focusing on feebased services => earning from check cashing Giving higher rate for ITIN mortgage Mimic Western Union Service Concept Retail financial services: bank account, check cashing, mortgage lending Fee - based services Home mortgage financing to undocumented individuals Target market Area Hispanic Customers Latino people Undocumented individuals

Service Qualifier

Service Winner

Service Loser

United Commercial Bank Overall bank soundness and safety Lower account fees than other banks A well- articulated cultural focus on South Asia Numerous Chinese speaking representatives Lacking insurance service and investment service

EL Banco Safety Informal atmosphere Financing homes for illegal aliens Acquiring customer earlier than traditional banks

No drive thru services Income highly based on fee