Case 1 4: BankAmerica Corporation. In Cravens, D. W. Strategic Marketing, 3rd ed. Homewood, Illinois: Richard D. Irwin, Inc., 1991, pp. 116 123.
Question number 1. The generic product type for BankAmerica's consumer loans in California is the widest range of consumer financing. With respect to product type product markets for consumer loans in California, BankAmerica offers installment loans for major appliance purchases, automobile finance loans, credit card accounts, student education loans, overdraft loans, mortgage finance for house purchases, and home equity loans. In the context of brand product markets for consumer loans in California, BankAmerica markets only a few of its loan product types under brand names. Among these are the Alpha overdraft loan account and the Visa credit card account. Question number 2. I do not agree with the bank's combat strategy against other banks. It is quite possible to operate as a profitable company without simultaneously attempting to destroy the competition. If BankAmerica were successful in destroying a major part of its competition, it would likely open itself up to anticompetitive investigations, which would not be beneficial for either BankAmerica nor the commercial banking industry.
Question number 3. With respect to consumer banking, Bank America's principal competitors in the California market are Security Pacific, Wells Fargo, and First Interstate. In the context of international lending, which BankAmerica also conducts, the bank must compete with money center banks in the east, midwest, and other countries. In the United States, the principal competitors are Chase Manhattan and J. P. Morgan, both in New York. With respect to mortgage loans and home equity loans, BankAmerica's principal competitors in California are Ahmanson and Great Western Financial. In the area of credit card accounts, BankAmerica's principal competitor is Citycorp.
Question number 4. The t...