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Whilst most banks will probably never get rid of all their "brick and mortar" operations, there are some that have successfully started up with no shopfronts and yet they are successful. Banking is big business, everywhere in the world they are big and powerful, but as Keen observes "bank offers basically the same product to the same customer base"[2]. So what makes a consumer choose one bank over another? Not all banks make huge profits but banks position themselves to attract customers through product differentiation, pricing, marketing and promotion and this makes the difference and thus will be examined using Porter's five forces of competition...
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