CPM of the Top 3 Banks in the Philippines:

Critical Success Factor

Weight

BDO

Metrobank

BPI

Operation

.02

Rate
3

Score
.06

Rate
3

Score
.06

Rate
2

Score
.04

Marketing

.01

.03

.03

.02

Profitability

.04

.12

.12

.12

Management

.02

.04

.06

.06

Partnership/Subsidiary

.01

.03

.03

.03

Total

0.28

0.30

0.27

Based on the Critical Success Factor, the profitability has the highest weight among the
five factors since we can evaluate them if the companies perform well in terms of income and
profit they earn. The profitability also measures how capable a company is compare to other
competitors. The next highest weights of 0.02 are the operation and management. I think they
have the same weight since the operation of one company depends on how the company
manages its operation. Thus, if one company manages the business and their people very well,
the result is that the operation of that company is excellent. The third highest weights of 0.01 are
the marketing and partnership/subsidiary they have. The marketing of a company also has a great
significance to the growth of the business, the more strategic the marketing tools they have, the
more customers they have. The Partnership/ subsidiary of a banking industry have a great part on
the continuance growth of the business. When it comes to banking industry, their subsidiaries
may offer more services related to banking like leasing, and financing; investment banking;
private banking; bank assurance; insurance brokerage; and stock brokerage services.
1. Operation
In terms of Operation, both BDO and Metrobank have the same rating of 3 while BPI is
only 2. For this factor, the type of financial services they offered is included here. For BDO, they
offers a complete array of products and services, like retail banking, lending (corporate,
commercial, consumer, and SME), treasury, trust, credit cards, corporate cash management, and
remittances. Through its subsidiaries, the BDO offers leasing and financing; investment banking;

private banking; bank assurance; insurance brokerage; and stock brokerage services. BDO's
diverse subsidiaries and investments in allied undertakings provide an extensive range of
banking and other financial services.
For the Metrobank, they also engage on investment banking in private and in public banking as
well in commercial banking. It has a diverse offering of financial services, from regular banking
to insurance. They also manage Retirement Funds, Pre-Need Funds, Foundation Funds and trust
services for individuals who seek wealth protection, financial growth, and convenience. They
also have corporate trust service help you in the management and administration of your
corporate funds.
In terms of BPI, they only engage in the provision of commercial banking services. It operates
through following segments: Consumer Banking, Corporate Banking and Investment Banking.
The Consumer Banking segment provides deposit taking and servicing; consumer lending, such
as home mortgages, auto loans, and credit card finance; and remittance services. The Corporate
Banking segment offers lending, leasing, trade and cash management services to corporate and
institutional customers, including high-end corporations and middle market clients. The
Investment Banking segment provides corporate finance, securities distribution, asset
management, trust, fiduciary services and is engaged in proprietary trading and investment
activities.
Based on the financial services they offer, we can see that both BDO and Metrobank have high
dimension in terms of the product and services they offered unlike to BPI. BPI focuses only on
commercial banking.
2. Marketing
In terms of Marketing, BDO and MBFI have a rating of 3 while BPI has only 2. Both
BDO and MBFI have the same level of strategies in terms of the strategies in marketing. Both
have advertisement that is exposed in television and on social media. They also engage on online
exposure in internet world, billboards and posters. For BPI, for me their marketing strategies are
not quite diverting to the eyes of the people since they dont have any advertisements.
3.) Profitability

In terms of their Profitability, all of them have the same rating of 3. Based on the credit
rating, the countrys three largest banks in asset terms retained their respective credit ratings from
Moodys Investors Service on the back of strong capitalization, high liquidity and prospects of
continued profitability. BDO Unibank Inc., Metropolitan Bank & Trust Co. and the Bank of the
Philippine Islands (BPI) kept their Ba1 long-term local and foreign currency deposit ratings.
4.) Management
For this factor, it includes the customer relations, the corporate governance and ethics
policy of the company and the companys organizational lifestyle in dealing their people and
investors. Based on the people I interviewed, in terms of good relations between customers the
BPI and Metrobank have high regards on their customers especially when they are transacting to
them compared to the employees of the BDO especially the bank tellers, the process of their
services are quite too long that customers wait for an hour. In terms of bank reputation, all of
them have a good image among private and public sectors. In addition also, the Metrobank
engage mainly on corporate social responsibility wherein they have programs that contributes to
the society.
5.) Partnership/ Subsidiaries
All of them have the same rating of 3 since all they have many affiliates and subsidiaries
that help them promote their financial services. The BDO Company's Philippine subsidiaries
include BDO Private Bank, Inc.; BDO Leasing and Finance, Inc.; BDO Elite Savings Bank, Inc.;
BDO Capital & Investment Corporation; PCIB Securities, Inc.; and BDO Insurance Brokers, Inc.
The Company also has foreign subsidiaries in Hong Kong; USA; Europe; Japan; and Canada.
The Company's associates are as follows: Manila North Tollways Corporation; SM Keppel Land,
Inc.; Generali Pilipinas Holdings, Inc.; Northpine Land Incorporated; and Taal Land. As of
December 31, 2014, BDO has 875 operating domestic branches, one branch in Hong Kong and
2,591 ATMs and 61 cash accept machines.
The Metrobank has also domestic and international subsidiaries that includes big
companies like First Metro Investment Corporation, First Metro Securities Brokerage
Corporation, First Metro Travelex, Metrobank Card Corporation(formerly Unibancard

Corporation), Orix Metro Leasing and Finance Corporation, Philippine AXA Life Insurance
Corporation, Charter Ping An Insurance Corporation, Philippine Savings Bank among others.
For the BPI, it includes principal subsidiaries like Ayala Plans Inc, BPI Leasing
Corporation, and BPI Capital Corporation among other affiliates.