Page 140 - Flip Banks TG

“By April, 2018, BofA operated in all 50 U.S. states, the

District of Columbia, the U.S. Virgin Islands, Puerto Rico and

more than 35 countries. It had a retail banking footprint

covering approximately 80 percent of the U.S. population,

and …….” This extract from the case study (ref 16) highlights

BofA’s transition from an aggressive acquirer of related

competitors to one based on organic growth with strongly

embedded customer focus (Diagram 4) where attention has
moved from acquisition to marketing, products and

services.

Diagram 4