First National Bank

Investment Decision: ATM

Four years ago the First National Bank of California installed an automated teller machine (ATM) at one of its branches. The machine had the capacity to accept deposits, make withdrawals, and handle inquiries regarding account balances. Not long afterward, one of its competitors, the Last National State Bank, installed its own superior and reliable ATM and called it MoneyMax ATM. It can do everything the First National's ATM can do, and more, including transferring customers' funds between checking and savings, card retraction, receipt printing, customer service requests, dot-matrix Journal printing or electronic journal and accepting any bill payments.

Since the Last National State Bank installed its MoneyMax, First National has lost many of its customers. As a result, First National is considering purchasing a new, more efficient and productive ATM called Tranax Mini-Bank because it will handle a wide range of options to the bank