Professional Documents
Culture Documents
A Strategic Paper
Presented to the
Faculty of the College of Business Administration
In Partial Fulfilment
of the Requirements for the
Degree of Bachelor of Science in Entrepreneurial Management
Prepared by:
___________________________
May 2021
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CERTIFICATION
________________________________________________________________
Who are hereby recommended for acceptance and approval for oral
examination:
________________________________________________________________
PANEL OF EXAMINERS
Approved and Accepted during an oral examination held on __________ with a
rating of _______________%
______________________ ______________________
______________________
DR. WILLY O. GAPASIN
Dean, College of Business Administration
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ACKNOWLEDGEMENT
extend their gratitude and appreciation to the people who helped them bring this
study into reality. The researchers would like to extend their profound gratitude to
the following:
Our dear professor, Dr. Aguida V. Cabreros, for his unwavering support,
suggestions and critiquing that helped them bring this study into success;
We deeply thankful to our parents and professors who helped and inspires
To our friends and colleagues, who shared to us their support and ideas
Last, to our God, who gave us the Knowledge, Wisdom and Strength for
us to enjoy and live our Lives happily, even though there are many hindrances
that we are encountering but still he always shows that there is always a
The Researchers
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DEDICATION
We also dedicate this work to our family and friends who encouraged us
all the way and whose encouragement has made sure that we give it all it takes
Entrepreneurial Management who will be using are study and all to those
This question may enhance their curiosity about what was really
happening in the purchasing industry that also has connection to the celebrity
endorsers as we finish study as well as the survey, we will assure that this may
The Researchers
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TABLE OF CONTENTS
PAGE
Title Page i
Approval Sheet ii
Acknowledgement iii
Dedication iv
Table of Contents v
B. Executive Summary 3
1. Type of Business 3
1.1 Nature 4
1.2 Vision 4
1.3 Mission 2
A. Internal Analysis 7
1. Strength 1
2. Weakness 1
3. Opportunities 2
4. Threats 3
B. External Analysis 7
1. Political Factors 2
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2. Environmental Factors 2
3. Social Factors 4
4. Technological Factors 2
1. Product 12
2. Price 22
3. Place 22
4. Promotion 23
B. Benchmarking 12
C. Value Chain 12
D. Balanced Scorecard
A. Income Statement 11
B. Balance Sheet 12
C. Cash Flow 12
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CHAPTER I
Company Background
RELATED PEOPLE:
AREAS OF INVOLVEMENT:
Insurance
Investment
1
A. Background of the Study
The original company was founded on March 18, 1850, through the
valuables, and specie between New York City and Buffalo, New York, and points
in the Midwest: (1) Livingston, Fargo & Company (formerly Western Express),
founded in 1845 by Henry Wells and William G. Fargo, later of Wells Fargo fame;
(2) Wells & Co. (formerly Livingston, Wells & Co.), cofounded by Wells in 1846
and under his ownership at the time of the merger; and (3) Butterfield in &
president and Fargo as secretary. By the end of the American Civil War, its
business had so flourished, with some 900 offices in 10 states, that it attracted
two years the two companies engaged in cutthroat competition and, on the verge
(1829–1915), became president and guided the company for the next 33 years,
introducing such innovations as the American Express Money Order (1882) and
the American Express Travelers Cheque (1891), and opening the first European
2
office in Paris (1895). International expansion continued with the opening of
offices
in other European countries, including England (1896) and Germany (1898), and
in the early 1900s the company began offering services in Argentina, Brazil,
China, Japan, Egypt, and India. When the U.S. federal government nationalized
operations in the American Railway Express Company (see REA Express, Inc.),
American Express turned almost wholly to its banking operations and its
The classic American Express green charge card was introduced in 1958.
From the 1960s through the ’80s, American Express diversified its holdings by
1985), Shearson Loeb Rhoades, Inc., a leading brokerage firm, in 1981 (sold in
insurance, mutual fund, and financial advisory concern, in 1984 (spun off in 2005
checks, credit cards, corporate and personal travel planning services, tour
packages, and agencies for hotel and car-rental reservations. By the early 21st
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also had a publishing division, which produced such magazines as Travel &
Leisure and Food & Wine. However, it was sold to Time Inc. in 2013.
B. Executive Summary
both innovation and tradition. As their company has grown and evolved,
sometimes reinventing our business outright, they have never strayed from the
customer-service ethos and values on which the company was built – trust,
1. Type of Business
1.1 Nature
credit cards.
1.2 Vision
1.3 Mission
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Become essential to our customers by providing
their aspirations.
CHAPTER II
Business Environment
business firm and that greatly influence their functioning. • it covers factors and
A. Internal Analysis
Opportunities (O) & Threats (T) American Express is facing in its current
business environment.
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departments within the company such as – marketing, finance, operations,
internal strategic factors such as -strengths and weaknesses, & external strategic
factors such as - opportunities and threats. It leads to a 2X2 matrix – also known
as SWOT Matrix.
helps the managers of the American Express to develop four types of strategies:
SO (strengths-opportunities) Strategies
WO (weaknesses-opportunities) Strategies
ST (strengths-threats) Strategies
WT (weaknesses-threats) Strategies
The core purpose of SWOT matrix is to identify the strategies that a firm can use
to exploit external opportunities, counter threats, and build on & protect American
strengths not only help it to protect the market share in existing markets
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but also help in penetrating new markets. Based on Fern Fort University
Strong Free Cash Flow – American Express has strong free cash
& dealers where the dealers not only promote company’s products
but also invest in training the sales team to explain to the customer
how he/she can extract the maximum benefits out of the products.
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good returns on capital expenditure by building new revenue
streams.
Weakness are the areas where American Express can improve upon.
Strategy is about making choices and weakness are the areas where a
company can improve using SWOT analysis and build on its competitive
present by the new entrants in the segment and has lost small
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market share in the niche categories. American Express has to
and unique selling proposition is not clearly defined which can lead
current asset ratio and liquid asset ratios suggest that the company
can use the cash more efficiently than what it is doing at present.
product segments. With more cash in bank the company can invest
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in new technologies as well as in new products segments. This
product categories.
machines.
The new taxation policy can significantly impact the way of doing
level playing field for all the players in the industry. It represents a
category.
New customers from online channel – Over the past few years
the company has invested vast sum of money into the online
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leverage this opportunity by knowing its customer better and
term future.
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product categories. Liability laws in different countries are different
B. External Analysis
businesses objectively asses the changes made to their industry and broader
world that could affect their current business operations. Companies do this to
ensure they can adapt to changes and continue to succeed within an industry.
1. Political Factors
Political factors play a significant role in determining the factors that can
Services in more than dozen countries and expose itself to different types
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Political stability and importance of Credit Services sector in the country's
economy.
Credit Services.
2. Environmental Factors
within a country often states can have different environmental laws and
liability laws. For example, in United States – Texas and Florida have
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Before entering new markets or starting a new business in existing market
the firm should carefully evaluate the environmental standards that are
Weather
Climate change
Endangered species
3. Social Factors
Company will understand the customers of a given market and how they
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Education level as well as education standard in the American
Leisure interests
4. Technological Factors
Transportation industry is a good case to illustrate this point. Over the last
5 years the industry has been transforming really fast, not even giving
chance to the established players to cope with the changes. Taxi industry
is now dominated by players like Uber and Lyft. Car industry is fast moving
also the speed at which technology disrupts that industry. Slow speed will
give more time while fast speed of technological disruption may give a firm
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Recent technological developments by American Express
Company competitors.
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CHAPTER III
Industry Analysis
The marketing mix has been defined as the "set of marketing tools that the
firm uses to pursue its marketing objectives in the target market. The 4 P’s of
marketing are the key factors that are involved in the marketing of a good or
service. They are the product, price, place, and promotion of a good or service.
1. Product
range of cards. American Express make sure that the customers are
happy with their services. These services are the base of the product
international and national card services for the customers. They have the
and they also pays the bills. The company also looks into the financial
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matters of the clients. The corporate financing part is one of the star areas
of American Express. They take great care to manage the money of their
clients and provides B2B payment solutions for the large ended business.
American Express not only looks into the money matters but also helps in
with their customers is a way of making their product stand out in the
competitive market. People are also awarded points for each transaction
they make. American Express make sure that these points can be used in
2. Price
services to the customers. This has a great effect in the minds of the
people. But we know that with great services we have a price to pay.
American Express make sure that the prices are worth the services which
the people have on offer. This is the base of the pricing strategy in its
marketing mix. Most of the people accept American Express’ card. But a
few don’t as the price is a bit high with respect to the other competitors.
They charge a bit high in comparison with their rivals who are also
models. The price in this sector is very competitive, but American Express'
service is more important to people. This is why we find that the people
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are preferring the company’s product even though they are slightly over
priced. The overpriced scenario is mainly for the customized services they
provide.
3. Place
their presence felt all over the world. We find that the company has
The corners of the world are covered by American Express. The people
are using this opportunity to make their life easier. The way the company
is looking into the matters of expansion also says a lot about their interest
accepted all over the world. We find that the petty issues are being looked
after by American Express. They make sure that their customers have no
problem with their cards were ever they go. The help in converting the
data to useful information so that they can manage the customer base
more efficiently.
4. Promotions
The promotion of American Express is out of the box. They believe in the
service they provide to the people. They make sure that their services are
trustworthy and secure. This makes sure that the services are apt and
they are efficient. Once the company has made its presence felt in the
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market, we find that they are looked forward for the trust and security
which they
provide to the people. The area where they specialized requires a lot of
trust from the people. The point system on using the company’s card is
also a bonus for the people. We find that these points are used by the
people in certain areas which are really lucrative. This also includes the
activities which the company runs. American Express also makes sure
that they create personalized experience for the customers. This in a way
B. Benchmarking
Step by Step Guide to J.P. Morgan Chase SWOT Analysis Strengths of J.P.
Morgan Chase – Internal Strategic Factors As one of the leading firms in its
industry, J.P. Morgan Chase has numerous strengths that enable it to thrive in
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the market place. These strengths not only help it to protect the market share in
existing markets but also help in penetrating new markets. Based on Fern Fort
dealers where the dealers not only promote company’s products but also
invest in training the sales team to explain to the customer how he/she
bottlenecks.
Strong Free Cash Flow – J.P. Morgan Chase has strong free cash flows
that provide resources in the hand of the company to expand into new
innovation.
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consistency of quality to J.P. Morgan Chase products and has enabled the
the market.
Strong distribution network – Over the years J.P. Morgan Chase has built
market.
Internal Strategic Factors Weakness are the areas where J.P. Morgan
weakness are the areas where a company can improve using SWOT
There are gaps in the product range sold by the company. This lack of
Limited success outside core business – Even though J.P. Morgan Chase
moving to other product segments with its present culture. Not highly
companies it has its share of failure to merge firms that have different
work culture.
raise more capital to invest in the channel. This can impact the long term
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growth of J.P. Morgan Chase The company has not being able to tackle
the challenges present by the new entrants in the segment and has lost
small market share in the niche categories. J.P. Morgan Chase has to
J.P. Morgan Chase are below the industry average. Not very good at
compare to its competitors. One of the reason why the days inventory is
high compare to its competitors is that J.P. Morgan Chase is not very
good at demand forecasting thus end up keeping higher inventory both in-
External Strategic Factors Lower inflation rate – The low inflation rate
bring more stability in the market, enable credit at lower interest rate to the
significantly impact the way of doing business and can open new
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market. It will enable the firm to maintain its loyal customers with great
service and lure new customers through other value oriented propositions.
playing field for all the players in the industry. It represent a great
opportunity for J.P. Morgan Chase to drive home its advantage in new
technology and gain market share in the new product category. New
trends in the consumer behavior can open up new market for the J.P.
new revenue streams and diversify into new product categories too.
and J.P. Morgan Chase may be exposed to various liability claims given
movements such as $15 an hour and increasing prices in the China can
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serious threat to the industry in medium to long term future. Growing
markets across the world. Rising raw material can pose a threat to the J.P.
The company can face lawsuits in various markets given - different laws
Limitations of SWOT Analysis for J.P. Morgan Chase Although the SWOT
organization can be both a strength and weakness at the same time. This
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Strong Financial Position: Having immense financial capability allows
Part of the Big Four: The US banking sector is dominated by the four
economies from Asia, Africa, America, and Europe. Wells Fargo has
captured this segment and enjoy all benefits of vast financial resources
services that cater to the entire market. It offers banking, loans, insurance,
Valuable Brand: Since it was founded, Wells Fargo focused on working for
small and medium businesses and journeyed with them to the peak of
their respective.
This enabled the bank to build a highly valuable brand and is ranked the
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Wells Fargo’s Weaknesses
meet sales quotas. The bank eventually agreed to pay a $3 billion fine as
settlement.
Federal Reserve capped how many loans Wells Fargo could give out. The
bank reached its limit quickly during the distribution of PPP with most of its
Aging Systems: For years, Wells Fargo has struggled to update its antique
regulators. Also, the old systems break down more often hampering key
competitors if their bank is accused of exploiting relief aid for profit during
has to put in some effort to regain their trust or risk losing them to
competitors.
High Operation Costs: With billions of dollars either lost due to aging
have increased its operating costs. This undermines profitability and long-
term sustainability.
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Wells Fargo’s Opportunities
lending, it can also strengthen and regain its leadership of commercial and
industrial (C&I) lending. It was the largest C&I lender but lost market share
locations only across EMEA and does not cater to retail or small business
customers outside the US. The bank can expand its operations in Africa
higher than in other sectors. Wells Fargo can protect its interest by
cities across the world, Wells Fargo can grow by focusing on providing its
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many countries across the world. Global recession can adversely affect
Public Perception: It is very difficult to regain the public’s trust once it has
been lost. With so many scandals dogging Wells Fargo, the bank can lose
Global Pandemic: The stability and success of the banking sector rely
dropped by 89% after the job losses and collapse of small businesses due
As part of the punishment for the fake account scandal, the Federal
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Wells Fargo (4P's)
Product
sells its products under 5 broad categories, and each of these serves as
separate product lines. All of its products are sold under the brand name
of.
sells products that are highly differentiated, with various features offered to
considered to be unique.
sells products that are famous for its traditional design that is also practical
Price
The current pricing strategy to set the price level that follows is a
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It also takes costs into consideration to set prices for a few products for
make,
offers more features, and the high price makes up for these.
bundled together and sold at prices lower than the total of individual items.
where it offers a price for the base product and separate prices for the
It charges a greater price for the products it sells online. This is because
has fixed the prices of the final product. Channel members; retailers and
wholesalers, buy the product at a lower price and earn through their own
margins.
Place
sells its products through two marketing channels. The first is where it
sells directly to its customer through its online website. The second is
where it sells to wholesalers who then sell to different retailers located all
has its products present on over 500 retailers throughout the country. It
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products on as many retailers as possible. This ensures that its products
online and offline stores to allow customers easy access to its products.
has a network of over 500 suppliers that provide it with the raw materials
its suppliers allowing the company to work with them to innovate and
Promotion
beneficial due to its large reach and ability to attract a large number of
people. It uses online and social media advertising, which is cheaper and
Facebook and Twitter due to the high monthly usage of these. It has over
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promotions taking part in various trade exhibitions and events around the
Product
government clients. These are covered its in marketing mix product strategy. The
corporations, municipal entities and government. In the capital market the bank
corporates in raising capital in debt and equity markets. JP Morgan Chase also
different lenders to finance the loan. Consumer Businesses under the Chase
brand: Credit Cards, Small Business, Home Loans and Home Equity Line of
Credit, Auto Finance, Education Finance, Retirement & Investing, Personal Bank
Accounts, Merchant Services. JP Morgan Chase Bank offers a full range of asset
classes including equity, private equity, fixed income, cash liquidity, real estate,
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Price
JP Morgan Chase provide different kinds of services for which they charge
different prices.JP Morgan Chase follows competitive pricing and Interest rates
are quite low. The bank charges a brokerage percentage on the various services
it provides, therefore for large businesses make larger profits for the bank. In the
credit card segment JP Morgan Chase cut prices to remain competitive, major
competitors being Citigroup Inc, Paypal Inc and Square Inc. This covers the JP
Place
JP Morgan Chase has several service channels through which it serves its
and through automatic teller machines (ATMs). The bank has 5,300 branches
and around 15,500 ATMs. JP Morgan Chase also has other channels such as
online, mobile and telephone banking. In online mode customers can create their
accounts where they can have access to all their savings balance, loan, credit
•These services can also be accessed by phone, consumers can also make
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Promotion
JP Morgan Chase has a very strong brand name and most clients come to
this bank because of its long standing reputation. Main marketing at JP Morgan
Chase is done through client relation. The bank has very good relations with its
clients. The company tries to take care of all financial needs of the client. The
bank has “Chase at Work” program in which employees visit clients and give
personalised services improving the relationship. The company also have referral
programs in which clients are rewarded for getting referrals. JP Morgan Chase is
using social media for its promotion. Online adds are used and the company site
also acts as a promotional channel in which various services are advertised. The
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C. Value Chain
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Primary Activities
The primary value chain activities of American Express are directly involved in
explained below.
1. Inbound Logistics
necessary to receive, store and distribute the product. Without analyzing the in-
examples of inbound logistics are retrieving raw material, storing the inputs and
2. Operations
arrives, and American Express is ready to process the raw material into the end
product and launch it in the market. Some examples of operational activities are
also falls into this category. It includes both- manufacturing and service
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achieve consistent economic growth, increase profitability and set a powerful
3. Outbound Logistics
Outbound logistics include the activities that deliver the product to the customer
and delivering to the destination. American Express can analyze and optimize the
Because, when outbound activities are timely managed with optimal costs and
maximizes the customer satisfaction and increases growth opportunities for the
firm. American Express should pay specific importance to its outbound value
chain activities when its offered products are perishable and require quick
At this stage, American Express will highlight the benefits and differentiation
points of offered products to persuade the customers that its offering is better
distinctive features cannot create value until American Express invests on the
marketing and sales activities. The sales agents and marketers play an important
role here.
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Some examples of American Express's marketing and sales activities are- sales
building relations with channel members. The company can use the marketing
funnel approach to structure its marketing and sales activities. The marketing
Effective and wisely integrated marketing activities can develop the brand equity
of American Express and help it stand out from the competition. However,
American Express must avoid making false commitments about product features
5. Services
The pre-sale and post-sale services offered by the American Express will play an
the current technologically advanced era. The company must analyze its support
spread positive word of mouth due to quick, timely and efficient support services.
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Secondary Activities
the primary value chain activities. American Express can also benefit from
1. Firm Infrastructure
Express to optimize the value of the whole value chain. American Express can
company can also achieve its cost minimization objectives by analyzing hiring
and training costs with their relative return. The heavy dependence of American
Express on employees' talent will increase the importance of this value chain
support activity.
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3. Technology Development
In a modern, technological advanced era, almost all value chain activities depend
data analytics.
4. Procurement
the inputs that may range from equipment, machinery, raw material, supplies,
raw material and other items necessary for producing the finished product. Due
to its linkage with multiple value chain activities, American Express should
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CHAPTER IV
Analysis.
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