StraMa Worksheet 9A – The Competitive Profile Matrix (CPM)

Name Date
Section __________

Key Competitors

COMPETITOR REASON FOR CHOOSING COMPETITOR AS

BENCHMARK
Competitor # 1 BDO is the number 1 bank in the Philippines while
Name BDO Unibank Inc Metrobank is the second

Competitor # 2 BPI is the 3rd bank in the ranking

Name Bank of the Philippine Islands

Critical Success Factors

CSF IMPORTANCE REASON FOR CHOOSING CSF & FOR THE

CSF # 1
Factor name: Market Share
Brief description
Represents the percentage of an industry,
or market's total sales that is earned by a
particular company over a specified time period.
WEIGHT (%) IMPORTANCE WEIGHT
15% Market share is given a 15% importance weight
because it can show that the company is
generating revenues and it will help the company
achieve a greater scale on its operations and
improvements

CSF # 2 25% This factor is given a 25% importance weight

since having a strong financial position may
Factor name: Financial Position really help the company’s implementation of
Brief description: services and can make the company accessible.

Financial positioning is very important since it

will show that the bank has the capability to
serve its clients

CSF # 3 20% Innovation and services offered gets a weight of

20% because it is the services which an
Factor name: Services offered / Innovation institution can offer that the clients go after, as
Brief description well as the convenience and comfort of its
accessibility
These are services that the bank offers. A wide
variety of services can help a client’s burden of
transacting to different banks to accommodate
 their needs and technological advancement that
may help or hurt the company’s process

CSF # 4 15% Company image has a 15% importance weight

since having a good impression or image
Factor name: Company Image generates trust from customers; hence, increase
Brief description: in overall ranking

The perception of the people to the company

when they hear the name of the company.

CSF # 5 15% Market reach is given a 15% importance weight

since being able to serve in different places will
Factor name: Market Reach make the company accessible for faster and
Brief description: hassle-free transactions. It is also valuable in
relation to how well the company can reach
This is a factor since the company must be able through potential marketing channels.
to reach out to the clients

CSF # 6 10% Advertisements has an importance weight of

10% because as a business, the company will not
Factor name: Advertisements only need client retention or loyalty, but new
Brief description: clients as well. Advertisements lead companies
to increase their clients following the increase of
Advertisements will not only help you raise your revenue.
revenue but also will provide loyalty and
awareness.

Benchmarking Versus Key Competitors

CSF # 1: Market Share FIRM RATING REASON FOR RATING

(1 TO 4)

Metrobank 3 Metrobank is given a rating of 3 since they have a 13.87%

market share. In their quarterly report (sec form 17-Q) they
have posted an 11.9B of net income.
BDO 4 BDO is given a rating of 4 since they have the highest market
share of 15.25% in the quarterly report (sec form 17-Q). BDO
has a 13.1B of net profit.

BPI 2 BPI is rated 2 since they have the lowest market share in the
group having a 12.93% and posting a 11.1B net income.

CSF # 2: Financial Position FIRM RATING REASON FOR RATING

(1 TO 4)

Metrobank 3 Metrobank is the second bank in the ranking with the asset
amounting to 1,705,575.78 (amount in million pesos)

BDO 4 BDO is the number 1 bank in the Philippines according to BSP

;it has the asset amounting to 2,665,307.23 (amount in
million pesos)

BPI 2 While BPI is the 3rd bank in the ranking and their asset is
amounting to 1,649,267.36 (amount in million pesos)

CSF # 3: Services offered / FIRM RATING REASON FOR RATING

innovation (1 TO 4)

Metrobank 2 Metrobank is rated 2 despite their good services and

adaptation of the latest technology; however, it is seen that
Metrobank still has a room to improve on to lessen bad
comments.
BDO 4 BDO is rated 4 since the company has been satisfactory
through their services and innovations. They have provided
good service to their clients and the only thing they haven’t
improved is the long queues and the comfortability in some
branches since some don’t have chairs to seat on while
waiting for their turn.

BPI 3 BPI is rated 3 since the company has done a good job of
providing a specific service and they have adapted some
innovations to improve their service. They have also provided
a comfortability for their clients since they have a small
machine where they’ll indicate their transaction and sofas
where clients could seat while waiting for their turn.

CSF # 4: Company Image FIRM RATING REASON FOR RATING

(1 TO 4)

Metrobank 3 Being the second top most bank in the Philippines metrobank
and have received awards and recognitions they have
established their company and been trusted by their clients.
With their good service and their adaptation to innovations.
Metrobank is also one of the strongest banks in asia

BDO 4 BDO is rated 4 since they have a strong company image

backed up with various awards that made their position or
image strong. They also made their company very accessible
since they have stores inside of SM malls nearby.

BPI 2 Despite of being the oldest bank in the Philippines BPI is still
one of the top banks in the country. BPI also have received
awards and being able to adapt to changes and innovations
that occur. BPI also is the first Philippine bank to branch out
of the Philippines.

CSF # 5: Market reach FIRM RATING REASON FOR RATING

(1 TO 4)
Metrobank 3 Metrobank is rated 3 since they only have 950 domestic
branches and over 2,300 ATMs nationwide.

BDO 4 BDO has the largest distribution network where they have
opened 1,200 operating branches and more than 4,000 ATMs
nationwide.

BPI 2 BPI is rated 2 since they have the least of distribution

networks with over 800 branches in the Philippines and close
to 3,000 ATMs.

CSF # 6: Advertisements FIRM RATING REASON FOR RATING

(1 TO 4)

Metrobank 2 Metrobank’s advertisement is not that aggressive but their tv

commercial is informative on what’s new with metrobank and
with what services they can offer. They highlight on their
innovation rather than what they may be able to successfully
bring to their clients.

BDO 4 BDO advertisements are aggressive they have big names or

influencers like Pia Wurtsbach and Maine Mendoza to
advertise their company. It can really boost the revenue since
people who follow them can be their future clients.

BPI 3 BPI also has a lot of advertisements, going aggressively

towards clients, yet still not as aggressive as of BDO. They also
have big names or influencers. Commercials have been
formed to reflect real-life situations for individuals with bank
transactions.