07/04/2008

This study concentrated on the operations and performance of Easy Cash, Inc. (ECI), a wholly owned subsidiary of Independent Commercial Bank (InCom), solely responsible for its credit card operation. A survey was conducted to a sample size of 100 respondents to determine the profile of cardholders in Metro Manila. Data were also taken from observations on actual operations of the company and interviews of ECI managers as well as persons belonging to rival firms and credit card holders. Secondary data were from audited financial statements and other written materials, such as clippings or brochures. History of the credit card industry was discussed extensively. The Porter Model was used to analyze the credit card industry. Strengths and weaknesses of ECI were exposed. The author formulated action plans to aid ECI cope with existing rivals and banks who plan to go into credit card enterprise. (6 figs)*ebc