Business Enterprise: Academic Analysis and Marketing Mix of Metro Bank

This report provides an academic analysis of business functions in the banking industry, focusing on Metro Bank. It explores the role of marketing, sales, finance, and human resources. Additionally, it discusses the marketing mix of Metro Bank, including product, price, place, and promotion strategies. The report concludes with recommendations for the bank's future growth and success.

BUSINESS ENTERPRISE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
ACADEMIC ANALYSIS ..............................................................................................................3
A-BUSINESS FUNCTIONS......................................................................................................3
B-MARKETING MIX(4Ps).......................................................................................................5
SELF REFLECTION ......................................................................................................................6
RECOMMENDATION AND CONCLUSION ..............................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
A business enterprise refers to a venture that has been operated in a specific sector and manages
its current practices in an effective and ethical manner. This kind of business is managed by an
entrepreneur, who is able to make a better decision and choose the right strategy for their
business growth and excellent success. The current study will be based on Metro bank, which
falls under the list of well-known banks in the United kingdom. It is also the public limited
company which have its headquarters in London. The company was founded by Anthony
Thomson and Vernon hill and was started operating on the 29 July 2010. Metro bank have
around 2831 employees working with them worldwide with the revenue of £404.1million and net
income of £27.1million in the year 2018. The shares of the bank are listed on the London stock
Exchange and was the first high street bank of UK. It offers a range of satisfactory services and
products to consumers, Bank offers current accounts, money-saving, credit cards, consumer
banking, corporate banking and loan services to local people. In the year 2019 bank have
replaced its CEO from Donaldson stepped to Daniel frumkin in the year 2020. The study will
explain the academic analysis which will include the concept of business functions along with
this it will also evaluate the 4Ps of marketing mix.
MAIN BODY
ACADEMIC ANALYSIS
A-BUSINESS FUNCTIONS
Marketing: in the bank marketing are related to the delivery, design structure and layout of the
customers that is important factor for achieving the objectives of the bank and the environmental
constraints. In the company marketing department plays an important role as they have to do the

research for the development to know what are the neds and desires of the customers along with
they also have to work on the tactics and problems that are faced by their customers and coming
up with the solution on the faster basis. For bank it is important as it helps them to gain the
knowledge and access that is related to the multiple systems, data and department that are the
important levels of the banks. Also, the marketing head of the company helps the bank members
to become the bank intelligence, data gathering and how to make all the data secure. It also helps
the bank to make the relationship between the agencies and marketers which will result in
increasing the growth of the business(Pflaum and Gölzer 2018).
Sales: In this function it is the duty of the sales manager to sell the products of the banks to it
targeted and retail customers. It is related to the current, saving and business accounts, insurance
and credit card which are the important elements of the banks. Mainly the work of sales
department is regarding the interaction between the customers and convincing them to do the
deal with the bank by providing them different facilities along with terms and conditions which
are benefits for them to achieve the targets and growth of the bank.
Finance: The role of the finance function in the banking is regarding the managing the funds and
acquiring the funds of the bank along with this it also includes the planning of the expenditure of
the funds that are relayed on the various assets (Picken 2017). In the bank finance is the broad
term that is used to describe the activates of the bank that includes banking credit, assets,
liabilities, investments and capital markets. In the bank all the tax are managed by the finance
department whether it is related to the tax management or taking decisions on the on how to
invest the funds for the growth and development of the banks.
Human resource: the main role of the human resource department if to perform all the objectives
of the company in the resources that are available with the organization. The work of the human
resource department in the bank is to find the responsible person who has the different skills
along with this it must also find out the talented individual who will be fit and right for the job in
the bank. Also, they must have the knowledge that is of the service based industry as he will
work in the nature of banking industry(Mei and Andry 2019). In the job description of the human
resource personnel officer includes different types of roles and responsibility that are
recruitment, performance of staff, training and development and maintaining the data of all the
employees that are working in the bank. Along with this they are also responsible for managing
the life cycle of the employees.

B-MARKETING MIX(4Ps)
Marketing mix is used by the banks to increase their penetration in the target markets. By this
they can also make the strategy that is suitable for markets. Further it will also help them to
achieve their business objective by using marketing mix(Marketing Mix Of Metro Bank
Plc.2021).
Product: In marketing mix it is the main component that is used by the bank. The quality of the
products are also high which is maintained by the bank by adding stages in its value chain. Also,
they promise their customers to give them high quality delivery along with the distinctive
competitive advantage. It also provides their customers an advantage that they can call 24\7 to
know and understand about the product usage that are provided by the bank. It also has the
portfolio of products in broader way. Further they also have products that are available in
different sizes(Kolychev and Shebotinov 2019).
Price: The bank are focused on the crossed strategy to find the maximum value for their
products. Sometimes they also prefer the premium pricing strategy for their products to
encourage their targeted customers to encourage them regarding their favourable brand and
products. By this they have also maintained their profits along with this their growth. By this
they also gin the higher sales as compared to its competitors. Sometimes company also uses the
physiological pricing strategy for their products in which high amount of products are purchased
by the customers.
Place: The place is the essential marketing mix that is used by Metro bank as they are directly
accessible to the consumers (Shchepakin and et.al., 2018). The banks have higher control on
their operations along with the design and stores layouts. The license of the bank allow their
consumers to enjoy the prices that are offered by the company. Also, the stores of the bank are
also licensed to decrease the risks that are regarding the physical investments and risk of
financial. Further this also helps the company to increase their brand image and equity in the
markets. They also have their website for placing the orders and tracking. The company also
serves their products in the hyper and super markets across the countries to target the large
groups. The company also find the individuals that are confident and strong in their communities
to become the brand ambassadors in their firms.
Promotion: the metro bank have different strategy to promote themselves in the markets. They
have corporate profiles on their websites and social media by posting the photos and videos on

their pages. Further they also promote themselves by providing the loyalty card to their
customers so that they can use it anytime like exchanging the products, exciting gifts and other
things. Along with this they also use that to influence the community on their ground efforts in
promotional way. They also advertise themselves on the magazines and televisions by different
strategy(Shchepakin and et.al., 2018).
SELF REFLECTION
After carrying out the above report I have learned the skills that will help me in improving my
academic and professional career. In the report in have learned about the different types of
business function from this it has helped me to build up my self Confidence and also about
knowing the which function is performed in manner and how it is useful for the company. Along
with this I have also learned about how to communicate at the time of team working. As
communication is an important part of the life for both the academic and professional career. The
communication is done on the basis by maintaining the eye contact and presenting it in the good
vocabulary that can be in the form of written or oral format. In the professional and academic
career it is main skills that is needed by the every field that are related to the work or performing
any activity. The study have also made me know about how to work in team by distributing the
work and solving the issues and problems that are faced by the other person. By the team work I
come to know the importance and how to perform the activities along with the group of people.
The report have also helped me to understand what are the important points and methods that
used at the time of making the decisions. From the study I have come to know about what is the
marketing mix and importance of it in the company. It includes all the operations that are related
to the price, place, promotion and product which are important for the industry to compete with
its competitors and helped them to be one step ahead from them by performing well. Further this
have also made me learn how to manage the time at the time of doing work and completing the
projects on time to perform well in the organisation. By the leadership skills it will help me in
improving my retention, morale and will also create how to establish the vision of the career. For
me becoming the better leaders will be benefit for my both the academic and professional career.
Further it will also help me to improve my performance and productivity under the pressure. It
will also help me to achieve the success and will also give me the best position in the companies.
All the skills that I have come to know in the project and report will also help me in improving
my professional career at the time when I will do the job in the company (Boedirochminarni,

2018). Skills I have learned from the study are how to build self-confidence, perform the
activities in team work, giving ideas at the time of decision making, how to communicate and
complete the work on time.
RECOMMENDATION AND CONCLUSION
It has been recommended that the banks can play the important role at the time of settlement
system and payment that Is regarding the financial transactions. Also, bank can update their
technology in a good manner which will result in attracting large number of clients and
customers. They can also adopt the cryptography procedures that will help them to keep their
data secure.
Further the technology also regarding finding the best solutions for any mistakes or errors, and
also environment working regarding collectively of EFTPOS that includes credit and debits cards
and smart cards that can do different types of activities. They can also introduce there new
branch which will give them the advantage of the using the latest technology from the starting
and can also use the process that is regarding the re-enginerring the right earnest. Further they
can also make the box for the suggestions hat are given by the employees for improving the
environment of the bank.
From the above report it has been concluded that metro bank is operated in the London, united
kingdom. It serves their customers with the facilities that are regarding the debit card, cheque
book and credit card etc. and all the services that are related to the banking and financial
services. The report has explained the functions that are performed by the banks that are
marketing is important as it helps them to gain the knowledge and access that is related to the
multiple systems, data and department that are the important levels of the banks and other that is
finance, sales and human resource. By the analysis of the above studies marketing mi of the bank
was done that is related to the price, place, product and promotion.

REFERENCES
Books and Journals
Boedirochminarni, A., 2018. THE DEVELOPMENT MODEL OF BROWN SUGAR MICRO
SMALL MEDIUM ENTERPRISE IN SUMBERRINGIN VILLAGE SANAN KULON
SUB-DISTRICT BLITAR REGENCY. Jurnal Ekonomi Pembangunan. 16(2). pp.133-
146.
Kolychev, V. D. and Shebotinov, А. А., 2019. Application of business intelligence instrumental
tools for visualization of key performance indicators of an enterprise in
telecommunications. Scientific Visualization. 11(1).
Mei, M. M. and Andry, J. F., 2019. The Alignment of Business Process in Event Organizer and
Enterprise Architecture Using TOGAF. JUTI J. Ilm. Teknol. Inf. 17(1). p.21.
Pflaum, A. A. and Gölzer, P., 2018. The IoT and digital transformation: toward the data-driven
enterprise. IEEE pervasive computing. 17(1). pp.87-91.
Picken, J. C., 2017. From startup to scalable enterprise: Laying the foundation. Business
Horizons. 60(5). pp.587-595.
Shchepakin, M. B., and et.al., 2018. Managing the marketing behavior of manufacturing
enterprise on the factor" competitiveness". Espacios. 39(31). pp.18-18.
Online
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