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MBA PROJECT

SWOT analysis of
HDFC Bank And
Comparison with
ICICI Bank
By:- VARUN BAWA
Acknowledgements
If words are considered to be signs of gratitude then let these words

Convey the very same My sincere gratitude to HDFC BANK for

providing me with an opportunity to work with BANK and giving

necessary directions on doing this project to the best of my abilities.

I am highly indebted to Mr.Tejvir singh., Branch Manager and

company project guide, who has provided me with the necessary

information and also for the support extended out to me in the

completion of this report and his valuable suggestion and comments

on bringing out this report in the best way possible.

I also thank Prof. ______________, who has

sincerely supported me with the valuable insights into the completion

of this project.

2
CONTENTS

Sr. No. Subject Covered Page No.

1 Banking Structure in India 6-7

2 Indian Banking Industries 8-9

3 Upcoming Foreign Bank in India 10

4 HDFC BANK 11-12

5 Company Profile 13-15

6 Technology used 16-19

7 Product and Customer segments 20-23

8 Business Strategy 24-25

9 Inside Hdfc Bank 26-31

10 Rupee Earned – Rupee Spent 32-33

11 Recent Development 34-41

12 SWOT Analysis 42-48

3
BANKING STRUCTURE IN INDIA

Scheduled Banks in India

(A) Scheduled Commercial Banks

Public sector Private sector Foreign Regional Rural


Banks Banks Banks in Bank
India
(28) (27) (29) (102)
• Nationalized • Old Private
Bank Banks
• Other Public • New
Sector Banks Private
(IDBI) Banks
• SBI and its
Associates

(B) Scheduled Cooperative Banks

Scheduled Urban Cooperative Scheduled State Cooperative


Banks (55) Banks (31)

4
Here we more concerned about private sector banks and competition

among them. Today, there are 27 private sector banks in the banking

sector: 19 old private sector banks and 8 new private sector banks.

These new banks have brought in state-of-the-art technology and

Aggressively marketed their products. The Public sector banks are

Facing a stiff competition from the new private sector banks.

The banks which have been setup in the 1990s under the guidelines

of the Narasimham Committee are referred to as NEW PRIVATE

SECTOR BANKS.

New Private Sector Banks

• Superior Financial Services

• Designed Innovative Products

• Tapped new markets

• Accessed Low cost NRI funds


• Greater efficiency

5
INDIAN BANKING INDUSTRIES

The Indian banking market is growing at an astonishing rate, with

Assets expected to reach US$1 trillion by 2010. An expanding

economy, middle class, and technological innovations are all

contributing to this growth.

The country’s middle class accounts for over 320 million people.

In correlation with the growth of the economy, rising income levels,

increased standard of living, and affordability of banking products

are promising factors for continued expansion.

6
The Indian banking Industry is in the middle of an IT revolution,

Focusing on the expansion of retail and rural banking.

Players are becoming increasingly customer - centric in their

approach, which has resulted in innovative methods of offering new

banking products and services. Banks are now realizing the

importance of being a big player and are beginning to focus their

attention on mergers and acquisitions to take advantage of

economies of scale and/or comply with Basel II regulation.

“Indian banking industry assets are expected to reach US$1 trillion by

2010 and are poised to receive a greater infusion of foreign capital,”

says Prathima Rajan, analyst in Celent's banking group and author of

the report. “The banking industry should focus on having a small

number of large players that can compete globally rather than having

a large number of fragmented players."

UPCOMING FOREIGN BANKS IN INDIA

By 2009 few more names is going to be added in the list of foreign

banks in India. This is as an aftermath of the sudden interest shown

7
by Reserve Bank of India paving roadmap for foreign banks in India

greater freedom in India. Among them is the world's best private bank

by EuroMoney magazine, Switzerland's UBS.

The following are the list of foreign banks going to set


up business in India :-

• Royal Bank of Scotland



• Switzerland's UBS

• US-based GE Capital

• Credit Suisse Group

• Industrial and Commercial Bank of China

WE UNDERSTAND YOUR WORLD

The Housing Development Finance Corporation Limited (HDFC) was

amongst the first to receive an 'in principle' approval from the

8
Reserve Bank of India (RBI) to set up a bank in the private sector, as

part of the RBI's liberalization of the Indian Banking Industry in 1994.

The bank was incorporated in August 1994 in the name of 'HDFC

Bank Limited', with its registered office in Mumbai, India. HDFC Bank

commenced operations as a Scheduled Commercial Bank in January

1995.

HDFC is India's premier housing finance company and enjoys an

impeccable track record in India as well as in international markets.

Since its inception in 1977, the Corporation has maintained a

consistent and healthy growth in its operations to remain the market

leader in mortgages. Its outstanding loan portfolio covers well over a

million dwelling units. HDFC has developed significant expertise in

retail mortgage loans to different market segments and also has a

large corporate client base for its housing related credit facilities.

With its experience in the financial markets, a strong market

reputation, large shareholder base and unique consumer franchise,

HDFC was ideally positioned to promote a bank in the Indian

environment.

9
HDFC Bank began operations in 1995 with a simple mission : to be a

“ World Class Indian Bank.” We realized that only a single minded

focus on product quality and service excellence would help us get

there. Today, we are proud to say that we are well on our way

towards that goal.

COMPANY PROFILE

10
STRONG NATIONAL NETWORK

HDFC BANK

HDFC bank ltd provides various financial products and services. It operates

In three segments: Retail Banking, Wholesale Banking, and Treasury. The

Retail banking segment provides various deposit products, including savings

Accounts, current accounts, fixed deposits, and demat accounts. It also


offers

11
Auto, personal, commercial vehicle, home, gold, and educational loans;
loans

Against securities, property, and rental receivables; and health care finance

Working capital finance, construction equipment finance, and warehouse

Receipt loans, as well as credit cards, debit cards, depository, investment

Advisory, bill payments, and transactional services. In addition, this segment

Sells third party financial products, such as mutual funds and insurance, as

Well as distributes life and general insurance products through its tie-ups

With insurance companies and mutual fund houses. The wholesale banking

Segment provides loans, non-fund facilities, and transaction services to large

Corporate, emerging corporate, small and medium enterprise, supply chain,

Public sector undertaking, central and state government departments, and

Institutional customers. It offers deposit and transaction banking products,

Supply chain financing, working capital and term finance, agricultural


loans,

And funded non-funded treasury, and foreign exchange products.

This segment’s services include trade services, cash management, and


money

Market, custodial, tax collection, and electronic banking. In addition, it

Provides correspondent bank services to co-operative banks, private banks,

Foreign banks, and regional rural banks; and wealth management products

For non-resident Indians. The Treasury Services segment operates primarily

12
In areas, such as foreign exchange, money market, interest rate trading, and

Equities. As of March 31, 2009 HDFC bank had a network of 1,142


branches

And 3,295 automated teller machines in 528 cities in India . The company

was founded in 1994 and is based in Mumbai , India .

KEY EXECUTIVES

Mr. Aditya Puri , 59

Managing Director, Director, Member of Investors


Grievance (Share) Committee, Member of Fraud
Monitoring Committee, Member of Premises
Committee, Member of Credit Approval Committee
and Member of Risk Monitoring Committee
Mr. Harish Engineer, 60
Head of Wholesale Banking, Exec. Director and
Member of Customer Service Committee
Mr. Paresh Sukthankar, 46
Head of Credit, Market Risk & Investor Relations,
Exec. Director and Member of Risk Monitoring
Committee
Mr. Deepak S. Parikh, 64
Exec. Chairman
Mr. Debajeet Das ,
VP, Treasury

13
March 2006 March 2007 March 2008

Citied 228 316 327

Branches 535 684 761

ATMs 1323 1605 1977

As of March 31, 2008, the Bank’s distribution network was at 761

Branches and 1977 ATMs in 327 cities as against 684 branches

and 1,605 ATMs in 320 cities as of March 31, 2007.

Against the regulatory approvals for new branches in hand, the

Bank expects to further expand the branch network by around 150

branches by June 30, 2008. During the year, the Bank stepped up

retail customer acquisition with deposit accounts increasing from

6.2 million to 8.7 million and total cards issued (debit and credit

cards) increasing from 7 million to 9.2 million.

Whilst credit growth in the banking system slowed down to about

22% for the year ended 2007-08, the Bank’s net advances grew

by 35.1% with retail advances growing by 38.6% and wholesale

advances growing by 30%, implying a higher market share in both

segments.

14
The transactional banking business also registered healthy growth

With cash management volumes increased by around 80% and

trade services volumes by around 40% over the previous year.

Portfolio quality as of March 31, 2008 remained healthy with gross

nonperforming assets at 1.3% and net non-performing assets at

0.4% of total customer assets. The Bank’s provisioning policies for

specific loan loss provisions remained higher than regulatory

requirements.

15
TECHNOLOGY USED IN HDFC BANK

In the era of globalization each and every sector faced the stiff

competition from their rivals. And world also converted into the flat

from the globe. After the policy of liberalization and RBI initiatives to

take the step for the private sector banks, more and more changes

are taking the part into it. And there are create competition between

the private sector banks and public sector bank.

Private sector banks are today used the latest technology for the

different transaction of day to day banking life. As we know that

Information Technology plays the vital role in the each and every

industries and gives the optimum return from the limited resources.

Banks are service industries and today IT gives the innovative

Technology application to Banking industries. HDFC BANK is the

leader in the industries and today IT and HDFC BANK together

combined they reached the sky. New technology changed the mind of

the customers and changed the queue concept from the history

16
banking transaction. Today there are different channels are available

for the banking transactions.

We can see that the how technology gives the best results in the

below diagram. There are drastically changes seen in the use of

Internet banking, in a year 2001 (2%) and in the year 2008 ( 25%).

These type of technology gives the freedom to retail customers.

Centralized Processing Units Derived Economies of


Scale
Electronic Straight Through Reduced Transaction Cost
Processing

Data Warehousing , CRM Improve cost efficiency,


Cross sell
Innovative Technology Provide new or superior
Application products

HDFC BANK is the very consistent player in the New private sector

banks. New private sector banks to withstand the competition from

public sector banks came up with innovative products and superior

service.

17
2001

Branches 43%

ATM 40%

Phone Banking
14%
Internet 2%

Mobile 1%

2005

Branches 17%

ATM 45%

Phone Banking
12%
Internet 25%

Mobile 1%

( % customer initiated Transaction by Channel )

18
HDFC BANK PRODUCT AND CUSTOMER
SEGMENTS

PERSONAL BANKING

Loan Product Deposit Product Investment & Insurance

• Auto Loan • Saving a/c • Mutual Fund


• Loan Against • Current a/c • Bonds
Security • Fixed deposit • Knowledge Centre
• Loan Against • Demat a/c • Insurance
Property • Safe Deposit • General and Health
• Personal loan Lockers Insurance
• Credit card • Equity and
• 2-wheeler loan Derivatives
• Commercial • Mudra Gold Bar
vehicles finance
• Home loans
• Retail business
banking
• Tractor loan
• Working Capital
Finance
• Construction
Equipment Finance
• Health Care
Finance
• Education Loan

19
• Gold Loan

Cards Payment Services Access To Bank

• Credit Card • NetSafe • NetBanking


• Debit Card • Merchant • OneView
• Prepaid Card • Prepaid Refill • InstaAlert
• Billpay MobileBanking
• Visa Billpay • ATM
• InstaPay • Phone Banking
-------------------------------- • DirectPay • Email Statements
Forex Services • VisaMoney • Branch Network
-------------------------------- Transfer
• Product & Services • e–Monies
• Trade Services Electronic
• Forex service Funds Transfer
Branch Locater • Online Payment
• RBI Guidelines of Direct Tax

WHOLESALE BANKING

20
Corporate Small and Medium Financial Institutions
Enterprises and Trusts

• Funded • Funded Services BANKS


Services • Non Funded • Clearing Sub-
• Non Funded Services Membership
Services • Specialized • RTGS –
• Value Added Services submembership
Services • Value added • Fund Transfer
• Internet services • ATM Tie-ups
Banking • Internet Banking • Corporate Salary a/c
• Tax Collection
Financial Institutions

Mutual Funds

Stock Brokers

Insurance Companies

Commodities
Business

Trusts

BUSINESS MIX

21
Total Deposits Gross Advances Net Revenue

Retail Wholesale

• HDFC Bank is a consistent player in the private sector

bank and have a well balanced product and business

mix in the Indian as well as overseas markets.

• Customer segments (retail & wholesale) account for

84% of Net revenues ( FY 2008)

• Higher retail revenues partly offset by higher operating

and credit costs.

• Equally well positioned to grow both segments.

NRI SERVICES

22
Accounts & Deposits Remittances

• Rupee Saving a/c • North America


• Rupee Current a/c • UK
• Rupee Fixed Deposits • Europe
• Foreign Currency Deposits • South East Asia
• Accounts for Returning • Middle East
Indians • Africa
• Others
Quick remit
IndiaLink
Cheque LockBox
Telegraphic/ Wire Transfer
Funds Transfer
Cheques/DDs/TCs

Investment & Insurances Loans

• Mutual Funds • Home Loans


• Insurance • Loans Against Securities
• Private Banking • Loans Against Deposits
• Portfolio Investment • Gold Credit Card
Scheme

Payment Services Access To Bank

• NetSafe • NetBanking
• BillPay • OneView
• InstaPay • InstaAlert
• DirectPay • ATM
• Visa Money • PhoneBanking
• Online Donation • Email Statements
• Branch Network

23
BUSINESS STRETEGY

HDFC BANK mission is to be "a World Class Indian Bank",

benchmarking themselves against international standards and best

practices in terms of product offerings, technology, service levels,

risk management and audit & compliance. The objective is to build

sound customer franchises across distinct businesses so as to be a

preferred provider of banking services for target retail and wholesale

customer segments, and to achieve a healthy growth in profitability,

consistent with the Bank's risk appetite. Bank is committed to do this

while ensuring the highest levels of ethical standards, professional

integrity, corporate governance and regulatory compliance. Continue

to develop new product and technology is the main business strategy

of the bank. Maintain good relation with the customers is the main

and prime objective of the bank.

HDFC BANK business strategy emphasizes the


following :

24
• Increase market share in India’s expanding banking and

financial services industry by following a disciplined growth

strategy focusing on quality and not on quantity and delivering

high quality customer service.

• Leverage our technology platform and open scaleable systems

to deliver more products to more customers and to control

operating costs.

• Maintain current high standards for asset quality through

disciplined credit risk management.

• Develop innovative products and services that attract the

targeted customers and address inefficiencies in the Indian

financial sector.

• Continue to develop products and services that reduce bank’s

cost of funds.

• Focus on high earnings growth with low volatility.

INSIDE HDFC BANK

25
FIVE “S” , PART OF KAIZEN
WORK PLACE TRANSFORMATION

Focus on effective work place organization

Believe in

“ Small changes lead to large improvement ”

Every successful organization have their own strategy to win the

race in the competitive market. They use some technique and

methodology for smooth running of business. HDFC BANK also

aquired the Japanese technique for smooth running of work and

effective work place organization.

Five ‘S’ Part of Kaizen is the technique which is used in the bank

For easy and systematic work place and eliminating unnecessary

things from the work place.

BENEFIT OF FIVE “S”

26
• It can be started immediately.
• Every one has to participate.
• Five “ S” is an entirely people driven initiatives.
• Brings in concept of ownership.
• All wastage are made visible.

FIVE ‘S’ Means :-

S-1 SORT SEIRI


S-2 SYSTEMATIZE SEITON
S-3 SPIC-N-SPAN SEIRO
S-4 STANDARDIZE SEIKETSU
S-5 SUSTAIN SHITSUKE

(1) SORT :-

It focus on eliminating unnecessary items from the work place.

It is excellent way to free up valuable floor space.

It segregate items as per “require and wanted”.

Frequently Less
Required Frequently
Remove Required
everything from
workplace
Wanted but
not Required Junk

(2) SYSTEMATIZE :-
Junk
Systematize is focus on efficient and effective Storage method.

27
That means it identify, organize and arrange retrieval.

It largely focus on good labeling and identification practices.

Objective :- “A place for everything and everything in its place”.

(3) SPIC- n - SPAN :-

Spic-n-Span focuses on regular clearing and self

inspection. It brings in the sense of ownership.

(4) STANDERDIZE :-

It focus on simplification and standardization. It involve standard

rules and policies. It establish checklist to facilitates autonomous

maintenance of workplace. It assign responsibility for doing

various jobs and decide on Five S frequency.

(5) SUSTAIN:-

It focuses on defining a new status and standard of

organized work place. Sustain means regular training to maintain

standards developed under S-4. It brings in self- discipline and

commitment towards workplace organization.

28
LABELLING ON FILE

FILE NUMBER

SUBJECT

FROM DATE

TO DATE

OWNER

BOX LABEL

For Example

1/3/A/6

1 – Work Station (1)


3 – Drawer (3)
A - Shelf (A)
6 – File Number ( 6)

29
COLOUR CODING OF FILES

DEPARTMENT

Welcome Desk

Personal Banker

Teller

Relationship Manager

Branch Manager

Demat

Others

In the HDFC BANK each department has their different color coding

apply on the different file. Due to this everyone aware about their

particular color file which is coding on it and they save their valuable

time. It is a part of Kaizen and also included in the system of the Five

‘S’. Logic behind it that , the color coding are always differentiate the

things from the similar one.

30
HUMAN RESOURCES

The Bank’s staffing needs continued to increase during the year

particularly in the retail banking businesses in line with the business

growth. Total number of employees increased from 14878 as of

March31,2006 to 21477 as of March 31, 2007. The Bank continues to

focus on training its employees on a continuing basis, both on the job

and through training programs conducted by internal and external

faculty.

The Bank has consistently believed that broader employee ownership

of its shares has a positive impact on its performance and employee

motivation. The Bank’s employee stock option scheme so far covers

around 9000 employees.

31
RUPEE EARNED - RUPEE SPENT

It is more important for every organization to know about from where

and where to spent money. And balanced between these two things

rupee earned and rupee spent are required for smooth running of

business and financial soundness. This type of watch can control

and eliminate the unnecessary spending of business. In this diagram

it include both things from where Bank earned Rupee and where to

spent.

32
HDFC BANK earned from the ‘Interest from Advances’ 51.14 % ,

‘Interest from Investment’ 27.12 %, bank earned commission

exchange and brokerage of 15.25 %. These are the major earning

sources of the bank. Bank also earned from the Forex and

Derivatives and some other Interest Income.

Bank spent 39.75 % on Interest Expense, 30.27 % on Operating

Expense and 14.58 % on Provision. Bank also spent Dividend and

Tax on dividend, Loss on Investment , Tax.

As we discuss above that balancing is must between these two for

every organization especially in the era of globalization where there

are stiff competition among various market players.

RECENT DEVELOPMENT

33
The Reserve Bank of India has approved the scheme of

amalgamation of Centurion Bank of Punjab Ltd. with HDFC Bank

Ltd. with effect from May 23, 2008.

All the branches of Centurion Bank of Punjab will function as

branches of HDFC Bank with effect from May 23, 2008. With RBI’s

approval, all requisite statutory and regulatory approvals for the

merger have been obtained.

34
The combined entity would have a nationwide network of 1167

branches; a strong deposit base of around Rs.1,22,000 crores and

net advances of around Rs.89,000 crores. The balance sheet size of

the combined entity would be over Rs.1,63,000 crores.

Merger with Centurion Bank of Punjab Limited

On March 27, 2008, the shareholders of the Bank accorded their

consent to a scheme of amalgamation of Centurion Bank of Punjab

Limited with HDFC Bank Limited. The shareholders of the Bank

approved the issuance of one equity share of Rs.10/- each of HDFC

Bank Limited for every 29 equity shares of Re. 1/- each held in

Centurion Bank of Punjab Limited. This is subject to receipt of


Approvals from the Reserve Bank of India, stock exchanges and

Other requisite statutory and regulatory authorities. The shareholders

Also accorded their consent to issue equity shares and/or warrants

convertible into equity shares at the rate of Rs.1,530.13 each to

HDFC Limited and/or other promoter group companies on preferential

basis, subject to final regulatory approvals in this regard. The

Shareholders of the Bank have also approved an increase in the

authorized capital from Rs.450 crores to Rs.550 crores.

35
Promoted in 1995 by Housing Development Finance Corporation

(HDFC), India's leading housing finance company, HDFC Bank is one

of India's premier banks providing a wide range of financial products

and services to its over 11 million customers across hundreds of

Indian cities using multiple distribution channels including a pan-India

network of branches, ATMs, phone banking, net banking and mobile

banking. Within a relatively short span of time, the bank has emerged

as a leading player in retail banking, wholesale banking, and treasury

operations, its three principal business segments.

The bank's competitive strength clearly lies in the use of technology

and the ability to deliver world-class service with rapid response time.

Over the last 13 years, the bank has successfully gained market

share in its target customer franchises while maintaining healthy

profitability and asset quality.

36
As on March 31, 2008, the Bank had a network of 761 branches and

1,977 ATMs in 327 cities. For the year ended March 31, 2008, the

Bank reported a net profit of INR 15.90 billion (Rs.1590.2crore),

up 39.3%, over the corresponding year ended March 31, 2007.

As of March 31, 2008 total deposits were INR 1007.69 billion,

(Rs.100,769 crore) up 47.5% over the corresponding year ended

March 31, 2007. Total balance sheet size too grew by 46.0% to INR

1,331.77 billion (133177 crore). Leading Indian and international

Publications have recognized the bank for its performance and

quality.

Centurion Bank of Punjab is one of the leading new generation

private sector banks in India. The bank serves individual consumers,

small and medium businesses and large corporations with a full

range of financial products and services for investing, lending and

37
advice on financial planning. The bank offers its customers an array

of wealth management products such as mutual funds, life and

general insurance and has established a leadership 'position'.

The bank is also a strong player in foreign exchange services,

personal loans, mortgages and agricultural loans.

Additionally the bank offers a full suite of NRI banking products to

Overseas Indians. On 29th August 2007, Centurion Bank of Punjab

merged with Lord Krishna Bank (LKB), post obtaining all requisite

statutory and regulatory approvals. This merger has further

strengthened the geographical reach of the Bank in major towns and

cities across the country, especially in the State of Kerala, in addition

to its existing dominance in the northern part of the country.

Centurion Bank of Punjab now operates on a strong nationwide

franchise of 404 branches and 452 ATMs in 190 locations across the

country, supported by employee base of over 7,500 employees.

In addition to being listed on the major Indian stock exchanges,

the Bank’s shares are also listed on the Luxembourg Stock

38
Exchange.

ACHIEVEMENT IN 2007

Business Today-
Monitor Group
survey One of India's "Most Innovative Companies"

Financial Express-
Ernst & Young Best Bank Award in the Private Sector category
Award

39
Global HR 'Employer Brand of the Year 2007 -2008'
Excellence Awards Award - First Runner up, & many more
- Asia Pacific HRM
Congress:

Business Today 'Best Bank' Award

Dun & Bradstreet –


American Express
Corporate Best 'Corporate Best Bank' Award
Bank Award 2007
The Bombay Stock
Exchange and
Nasscom 'Best Corporate Social Responsibility
Foundation's
Business for Social
Practice' Award
Responsibility
Awards 2007
Outlook Money & Best Bank Award in the Private sector category.
NDTV Profit

The Asian Banker Best Retail Bank in India


Excellence in Retail
Financial Services
Awards

Asian Banker HDFC BANK Managing Director Aditya Puri wins the
Leadership Achievement Award for India

40
SWOT ANALYSIS

STRENGTH WEAKNESSES

• Right strategy for the • Some gaps in range for


right products. certain sectors.
• Superior customer • Customer service staff need
service vs. competitors. training.

41
• Great Brand Image • Processes and systems, etc

• Products have required • Management cover


accreditations. insufficient.

• High degree of customer • Sectoral growth is


constrained by low
satisfaction. unemployment levels and
competition for staff
• Good place to work

• Lower response time


with efficient and
effective service.

• Dedicated workforce
aiming at making a
long-term career in
the field.

42
Opportunities Threats

• Profit margins will be good. • Legislation could impact.

• Could extend to overseas • Great risk involved


broadly. • Very high competition
• New specialist applications. prevailing in the industry.

• Could seek better customer • Vulnerable to reactive


deals.
attack by major competitors
• Fast-track career • Lack of infrastructure in
development opportunities rural areas could constrain
on an industry-wide basis. investment.
• An applied research centre • High volume/low cost
to create opportunities for market is intensely
developing techniques to competitive.
provide added-value
services.

43
COMPETITIVE SWOT ANALYSIS WITH ICICI BANK

STRENGTHS WEAKNESSES

O
P S – O Strategies W – O Strategies
P
O Strength: Large Capital base. Weakness: Workforce
R
T Opportunity: Market Expansion. Responsiveness.
U
N Opportunity: Outsourcing of Non –
I Strategy: Deep Penetration into Core Business.
T
I Rural Market. Strategy: Outsource Customer
E Care & other E-Helps.
S

S – T Strategies W – T Strategies
T
H Strength: Low operating costs Weakness: Not Equal to
R International Standards.
E
A Threat: Increased Competition Threat: Entry of many Foreign
T from others Pvt. Banks. Banks.
S
Strategy: Steps to Ensure
Loyalty by old Strategy: Consider additional
Customers. benefits

44
Detailed Analysis:

i. Strength - Opportunity Analysis.

Strength:

It is well know that ICICI Bank has the largest Authorised Capital

Base in the Banking System in India i.e. having a total capacity to

raise Rs. 19,000,000,000 (Non – Premium Value).

Opportunity:

Seeing the present financial & economic development of Indian

Economy and also the tremendous growth of the Indian

Companies including the acquisition spree followed by them,

it clearly states the expanding market for finance requirements

and also the growth in surplus disposal income of Indian citizens

has given a huge rise in savings deposits – from the above point it

is clear that there is a huge market expansion possible in banking

sector in India.

Strategy:

From the analysis of Strength & Opportunity the simple and

45
straight possible strategy for ICICI Bank could be - to penetrate

into the rural sector of India for expanding its market share as well

as leading all other Pvt. Banks from a great gap.

ii. Strength - Threat Analysis.

Strength:

ICICI Bank is not only known for large capital but also for having a

low operations cost though having huge number of branches and

services provided.

Threat:

After showing a significant growth overall, India is able to attract

many international financial & banking institutes, which are known

for their state of art working and keeping low operation costs.

Strategy:

To ensure that ICICI Bank keeps going on with low operation cost

& have continuous business it should simply promote itself well &

provide quality service so as to ensure customer loyalty, therefore

guaranteeing continuous business.

46
iii. Weakness - Opportunity Analysis.

Weakness:

It is well known that workforce responsiveness in banking sector is

Very low in Indian banking sector, though ICICI Bank has better

responsible staff but it still lacks behind its counterparts like HSBC,

HDFC BANK, CITI BANK, YES BANK etc.

Opportunity:

In the present world, India is preferred one of the best places for

out – sourcing of business process works and many more.

Strategy:

As international companies are reaping huge benefits after out-

sourcing there customer care & BPO’s, this same strategy should

be implemented by ICICI Bank so as to have proper customer

service without hindering customer expectations.

47
iv. Weakness - Threat Analysis.

Weakness:

Though having a international presence, ICICI Bank has not been

able to keep up the international standards in providing customer

service as well as banking works.

Threat:

In recent times, India has witnessed entry of many international

banks like CITI Bank, YES Bank etc which posses an external

entrant threat to ICICI Bank – as this Banks are known for their art

of working and maintain high standards of customer service.

Strategy:

After having new entrants threat, ICICI Bank should come up with

More additional benefits to its customer or may be even reduce

some fees for any additional works of customers.

48
QUESTIONNARIE BASED ANALYSIS:

1. Are you aware of all products or schemes offered by the banks?

a) YES

b) NO

40%
yes
no
60%

2. How do you find the service of the bank?

a) Good

b) Ok

c) No comments

49
50%
good
ok
45% no comm ents

5%

3) What are reason that attract you to be a customer of the bank ?


a) Its image
b) Its service
c) Products
d) all of the above

50
5%
25%
its im age
its s ervice
45% its products
all the above
25%

4. Are you satisfied with the dealing of the bank officials?


a) Yes
b) No
c) To some extent

51
25% yes
30%

no

to som e
extent
45%

5. Do you know about these products of the banking industry?

a) Savings a/c yes/no

b) fixed deposits yes/no

c)current a/c yes/no

d) de-mat a/c yes/no

52
e) credit cards yes/no

f) insurances yes/no

g) mutual funds yes/no

h) loans yes/no

s aving a/c
5% 15% fixed depos it
current a/c
15% dem at a/c
40%
credit cards
5%
insurances
5% m utual funds
10%
5% loans

53
6. Which of these products are you interested in?

a) Savings a/c yes/no

b) Fixed deposits yes/no

c) Current a/c yes/no

d) De-mat a/c yes/no

e) credit card yes/no

f) Insurances yes/no

g) mutual funds yes/no

h) Loans yes/no

s aving a/c
5%
19% fixed depos it
23% current a/c
dem at a/c
credit cards
24%
14% insurances
m utual funds
3% 10%
loans
2%

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7. Which of the following banks are you interested in ?

a) Private sector banks


b) Public sector banks

30%
private s ector
banks
public se ctor
banks
70%

8. Do you know about the innovative service being provided by the banks ?

55
a) Yes

b) No
45% yes
55% no

56
9. which of the following innovative services of the bank would you like to
go in for ?

57
a) phone banking
b) A T M
c)Net banking
d) Mobile banking
e)Bill payment
f) None of these
g) All of these

phone
5%
banking
5% 10% ATM
10%
net bank ing
10%
m obilebankin
g
60%
none of these

all of the se

58
10. How do you want to contacted?

a) By personal banker

b) By sales person

c) By references

d) Can’t say

e) Any other (please mention)

personal
5% banker
9%
s ales person
36%
references
27%
can't s ay

23%
any other

59
11.Are you aware of the schemes offered for different age groups?
a) yes

b) no

60
40%
yes
no
60%

If yes, what are those among the following?

c) Senior citizen privileges

d) Kid’s advantages privileges

e) Preferred customer privileges

f) All the above

senior citizen
previlige s
5%
30% kid's
advantages
previlige s
45%
preferre dcus t
om er
20% previlige s
all the above

61
12. Which products of the bank would you rate the best?

A) Savings a/c

b) Fixed deposits

c) Current a/c

d) De-mat a/c

e) Credit cards

f) Insurances

g) Mutual funds

h) Loans

62
saving a/c
0% 10%
fixed de pos it
30%
dem at a/c
30% current a/c
insurance

20% 5% m utual funds


5% loan

13. How do you get to know about the various products of the banks?

a) Through adds
b) Through relations of friends
c) Personal banker
d) Sales

63
9% adds
18%

18% relatives or
friends
personal
banker
s ales person
55%

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FINDINGS:

• It has been find that the person in invest in the various products and
scheme of the banks only when he is having discriminatory
income/surplus money.
• Businessman rarely invests in the deposit schemes because he would
like to invest in his business to purchase more stock or to expand his
business if he has surplus money.
• I have also find that most of the people like to go for fixed deposit
schemes , mutual funds investments schemes .
• Persons having fixed monthly salary such as service class employee,
Govt. employee professionals like doctors, teachers quite invest their
savings in the deposit schemes so as to multiple their savings.
• Indian banking industry is no longer an assonated entity .it is
increasingly beings effected by dynamic and highly competed global
banking environment .
• Banks not only have to reduce cost but also have to design innovative
strategy.
• Asset products like loans are getting least preference by the customer
due to the higher interest rate and cumbersome procedure.
• A visit was made to some branches; it was found that these schemes
could not get due publicity or promotion at branches.
• Only a pamphlet is available which is given only to those who visit
the bank to know about various schemes.
• It has been observed that people are unaware of new schemes and they
keep on investing in the old scheme only.
• Went ask the people about the reason behind unawareness

- 80% of the people say that unawareness is due to lack of proper


advertisement.

65
- 10% say that unawareness is due to the indifference of the bank
officials. The bank officials attend their friends and relatives better
than to the ordinary persons.
- 10% say unawareness is due to difficult access to bank officials as
most of the time the bank officials remain busy. They don’t have time
for ordinary persons, so a person is unable to know about the latest
products or schemes offered by the bank.

LIMITATION:

Selling a product is not that much easy as we thick .there are certain hurdles
that come in our way while selling a product. These are as follows:
1. customer are very busy and have no time to attend the clll.
2. limited access to phone lines.
3. lack of comprehensive information of the bank’s products for the
trainees.
4. change of contact no. of customers.
5. interest rate on saving a/c’s, F’s is very low as compared to other
banks.
6. preferred customer know much about the products and it is very
difficult to cross sell.
7. strict documentation.
8. complexity of banking procedures like:
a) In case of mutual funds investment scheme PAN card is
mandatory and some customer are not having PAN card.
b) Icase of credit carss there is a centralized eligibility criterion
for all the customers.
Also in case of credit card , the customer have been segmented
on the based of their profession.e.g: transporters, lawyers,

66
defence personnel and person in legal and political am bit are
not eligible for credit cards.
9. mardet is at risk now a days ,so not everyone is willing to invest
money in mutual funds investment scheme.
10.It is very difficult to open saving MAX a/c becoz in saving MAX a/c
customer is required to maintain a balance of rupees 25000 and that’s
not possible for the middle class people which comprises maximum
percentage of our population and who saves just 10 and 20 % of their
income ……

SUGGESTIONS

• Documentation and formalites should be less.


• Processing time and charged should be less
• Easy and quick accessibility of information should be there.
• More branches should be open .
• Reduction in interest rates for loan and over charges.
• At the time of providing loan bank should have less terms and
conditios
• Banks should try to aim at providing better service to the customers

67
• Bank should also adopt latest trends for advertising of their products
• Banks officials should inprovedtheir work behavior and they should
maintain sound relation with their customers.

DECLARATION

I, pardeep sharma, do hereby declare that the work

presented by me In this project is original & bears no

68
resemblance with any of the studies/ works undertaken by

anyone.

QUESTIONARRIE:

Name:-

Age:-
Designation;-

Annual income:-

Gender: - male/female

Contact no.:-……………………(mob)

…………………….(resi)

……………………..(off)

1. Are you aware of all the products or scheme offered of the bank?

a) Yes

b) No

2. How do you find the service of the bank?

a) Good

b) Ok

c) no comments

3. What are reasons that attract you to be a customer of the bank?

a) its image

69
b) its service

c) products

d) all of the above

4. Are you satisfied with the dealing of the bank officials?

a) Yes

b) No

c) To some extend

5. How do you get to know about the various products of the banks?

a) Advertisement

b) sales agents

c) personal banker

d) all the above

6. Do you know about these products of the banking industry?

a) Savings a/c Yes/no

b) Fixed deposits yes/no

c) Current a/c’s yes/no

d) Demat a/c’s yes/no

e) Credit card yes/no

f) Insurances yes/no

70
g) Mutual funds yes/no

h) Loans yes/no

7. Which of these products are you using?

a) Savings a/c yes/no

b) Fixed deposits yes/no

c) Current a/c yes/no

d) De-mat a/c yes/no

e) Credit card a/c yes/no

f) Insurance yes/no

g) Mutual finds yes/no

h) Loans yes/no

8. Which of these products are you interested in?

a) Savings a/c yes/no

B) Fixed deposits yes/no

c) Current a/c yes/no

d) De-mat a/c yes/no

71
e) Credit card a/c yes/no

f) Insurance yes/no

g) Mutual finds yes/no

h) Loans yes/no
9. Which of the following banks are you interested in?

a) private sector banks

b) public sector banks

c) 10. Do you know about the innovative services being provided by

the banks?

a) Yes

b) No

11.Which of the following innovative service of the banks would you

Like to go in for?

a) Phone banking

b) ATM

c) Net banking

d) Mobile banking

e) Bill payment

f) None of these

72
g) All of these

12. How do you want to contacted?

a) By personal banker

b) By sales person

c) By references

d) Can’t say

e) Any other (please mention)

13. Are you aware of the schemes offered age groups?

a) Yes

b) No

If yes, what are those among the following?

A) Senior citizen privileges

b) Kid’s advantage privileges

c) Preferred customer privileges

d) All the above

14. Which product of the banks would you rate the best?

a) Saving a/c

b) Fixed deposits

73
c) Current a/c

d) De-mat a/c

e) Credit card a/c

f) Insurance

g) Mutual finds

h) Loans

15. How do you get to know about the various products of the banks?

a) Though add

b) Through relation of friends

c) Personal banker

D) Sales

16. Any suggestion:-


………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………..
……………………………………………………………………………….
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
…………………………

74
BIBLIOGRAPHY

• www.bnknetindia/com/banking/finance

• http://en.wikipedia.org/wiki/bankingfinancialcompany

• www.hdfcbank.com

• www.hdfcbank/products/finance

• www.google.com

• Bank brochures and products folders.

75