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The Case: The Excellentia Bank Jamaica The Excellentia Bank Jamaica (EBJ) was established in Jamaica in 1963. EBJ is the first indigenous, the largest financial institution and the leading bank in Jamaica. Due to its outstanding performance locally and regionally, EBJ was awarded the title of Best Bank in Jamaica and the Caribbean by Jamaica Financial. EBJ's mission is to locate and serve the Caribbean's regional needs, individual country's national needs, aid the countries' economic growths, and look after its clients' savings. According to EBJ's executive manager, Angelina Heavens, "EBJ's vision has always been to be the premier bank in the Caribbean, to consistently achieve a superior return for our shareholders, and to bring and deliver world-class products and services to our customers." EBJ is registered as public shareholding companies in three countries, namely Jamaica, Trinidad and Tobago, and Barbados. Its services include banking, financial, and investment. The company offers a wide range of integrated financial services to individuals, and corporate and institutional customers, including advisory and wealth management services. It offers its services through four primary divisions: personal, corporate, private, and investment. EBJ has a diversified local and regional network and connects to other banks internationally. The banking sector in the individual countries in the Caribbean is competitive. To keep its market share and maintain distance from its nearest competitors, Excellentia Bank Jamaica runs unbeatable marketing campaigns and offers lots of features that meet customers' needs. The old information systems at EBJ were limited and were unable to support aggressive campaigns targeting current and potential customers. The marketing department was using old customer databases to launch paper-based mailings as well as short text messages over mobile systems. The customer service systems were of limited help in identifying the most profitable customers as well as potential customers What is Excellentia Bank Jamaica's business model? Which strategic objective was pursued, is being pursued and should be pursued