Competitor Analysis

Other Banks (Branches) in Noida Sec - 18

Submitted by:
Prashant Giri,
Rakshit Batra ,
Ravi Pratap SinghTomar ,
Rohin Agrawal ,
Sachin Kumar,
Sagar Paliwal
Saumya Khare ,
2
Agenda
Questionnaire
Positioning in Marketplace


Strategic Service Vision



Competitor Analysis and Action Plan

Objectives

3
Agenda
Questionnaire
Positioning in Marketplace


Strategic Service Vision



Competitor Analysis and Action Plan

Objectives

Objectives
Identify the competitive environment of services.
Describe how a service competes using the various
strategies.
Consolidate the competitive role of information with
secondary data i.e survey and other information search.
Categorize a service firm according to its stage of
competitiveness.
Identify potential limits in the use of information as a
competitive strategy.
Explain what is meant by qualifiers, service winners, and
service losers.
Action Plan for ICICI- Noida CIBD.

3-4
5
Agenda
Questionnaire
Positioning in Marketplace


Strategic Service Vision



Competitor Analysis and Action Plan

Objectives

Questions

6
Questions (Contd.)

7
Questions (Contd.)

8
9
Agenda
Questionnaire
Parameters of comparison (Positioning in
Marketplace)


Strategic Service Vision



Competitor Analysis and Action Plan

Objectives

Parameters of comparison
Over all ranking
Deposit ranking
Locus of the focus
Operating Strategy
Service Concept
Target Market Segments
3-10

Over all ranking

Considering all the parameters e.g. verity of
services being focused and delivered at branch
level.
11
ICICI
HDFC
Punjab and Sindh
VIJAYA
KOTAK
HSBC
RBL
SBBJ
BOB
DHANLAXMI
45
35
34
34
28
28
28
28
27
26
24
24
23
19
17
16
15
14
12

Deposit ranking

With data available , ranking based on deposits /
branch book size.
12
0
500
1000
1500
2000
2500
3000
ICICI HDFC BOI Punjab and
Sindh
Andhra
Bank
SBBJ RBS IDBI
2650
3000
2200
500
300
400
950
615
Series1
Locus of the focus
Leading product / service
Competitive products / Service
Lagging Product / Services.
Black Box.
13
Operation strategy
Ranking the banks by their Infrastructure and
customer catered as well as revenue generated.
14
26.5
75.0
117.5
23.1
43.9
63.3
0.0
200.0
ICICI HDFC BOI Andhra Bank IDBI RBS
Total Business per employee
(in Rs. Crores)
Total Business per employee (in Rs. Crores)
2.7
4.3
5.6
0.7 1.0
19.0
0.0
10.0
20.0
ICICI HDFC BOI Andhra
Bank
IDBI RBS
Total Business per visiting
Customer (in Rs. Crores)
Total Business per
Customer (in Rs.
Crores)
19.35
53.79
83.94
16.35
31.06
50.03
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
ICICI HDFC BOI Andhra Bank IDBI RBS
Service concept
Number of customers served per employee.

15
0.00 10.00 20.00 30.00 40.00 50.00 60.00
INDUSIND
IDBI
Andhra Bank
BOI
HDFC
DHANLAXMI
UBI
SBBJ
ICICI
Punjab and Sindh
AXIS
KOTAK
RBL
Deutsche
VIJAYA
BOB
RBS
Standard Chartered
HSBC
53.33
42.86
34.62
20.83
17.50
16.00
13.89
12.50
10.00
10.00
9.09
8.33
8.33
7.14
6.82
4.00
3.33
2.50
1.25
Target Market Segments
Which industries are treated as important market
segments?
Where ICICI may focus.
How important are various segments to ICICI?
How well are these needs being served, in what
manner, by whom?
3-16
Service Concept
What are important elements of the service to be
provided, stated in terms of results produced for
customers?
How are these elements supposed to be perceived by
the target market segment, by the market in general,
by employees, by others?
How do customers perceive the service concept?
3-17
Operating Strategy
What are important elements of the strategy:
operations, marketing, organization structure, human
resources, degree of control?
On which will the most effort be concentrated?
Where investments might be made?
How will quality and cost be controlled: measures,
incentives, rewards?
What results will be expected versus competition in
terms of, quality of service, cost profile, productivity,
morale/loyalty of servers?
3-18
19
Agenda
Questionnaire
Positioning in Marketplace


Strategic Service Vision



Competitor Analysis and Action Plan

Objectives

Positioning in Marketplace

Rivals : The competitive dimension used to make the
final choice among competitors

Immediate competitors : To be taken seriously a
certain level must be attained on the competitive
dimension, as defined by other market players.

Far competitors : Failure to deliver at or above the
expected level for a competitive dimension
3-20
Dimensions of Analysis
(Framework)
Strategic Service Vision Element ICICI Bank ABC BAnk
Over all ranking
Deposit ranking

Competitive product
Leading Area
Lagging Area
Service Delivery System
Operating Strategy
Service Concept
Target Market Segments
3-21
Comparison of Branches
Category Banks
Rivals ICICI , HDFC , AXIS ,
BOI
Immediate competitor

P&S , SBBJ, IDBI .
Relatively low threat. ANDHRA, SBBJ , RBS
3-22
23
Questionnaire
Positioning in Marketplace


Strategic Service Vision



Competitor Analysis and Action Plan

Objectives

Action Plans
To re asses the work load division and effective
human resource management by focusing on
wider product range and services in the market.
Standardize approvals for bringing more decision
making at branch level.
Looking forward for locally available industries as
A. Music and Media : T- series ,Etv News.
B. Retail Food Chains : Haldiram, Bikanerwala.
C. PSU / Govt Sector companies / Authorities.






24

25
Customer Criteria for Selecting
a Service Provider
Availability (24 hour ATM)
Convenience (Site location)
Dependability (On-time performance)
Personalization (Know customers name)
Price (Quality surrogate)
Quality (Perceptions important)
Reputation (Word-of-mouth)
Safety (Customer well-being)
Speed (Avoid excessive waiting)
3-26
27
Thank you