Axis Bank (2)

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This is about the Strategic Analysis of Axis Bank in Detail. I hope this would be useful.

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Axis Bank (2)

  1. 1. The expert in battle seeks his victory from strategic advantage and does not demand it from his men .. Presented By- SHWETHA.L NAYANA
  2. 2. Everything is the same.....
  3. 3. MISSION <ul><li>Customer service and product innovation tuned to diverse need of individual and corporate clients </li></ul><ul><li>Continuous technology up gradation while maintaining human values </li></ul><ul><li>Progressive globalization and achieving international standards </li></ul><ul><li>Efficiency and effectiveness built on ethical practices </li></ul>
  4. 4. ABOUT AXIS BANK <ul><li>Axis Bank was the first of the new private banks to have begun operations in 1994, after the Government of India allowed new private banks to be established. </li></ul><ul><li>The Bank was promoted jointly by the Administrator of the specified undertaking of the </li></ul><ul><li>Unit Trust of India (UTI), </li></ul><ul><li>Life Insurance Corporation of India (LIC) and </li></ul><ul><li>General Insurance Corporation of India (GIC) . </li></ul><ul><li>The Bank today is capitalized to the extent of Rs. 359.76 crores with the public holding (other than promoters) at 57.79%. </li></ul>
  5. 5. <ul><li>The Bank's Registered Office is at Ahmedabad and its Central Office is located at Mumbai . </li></ul><ul><li>The Bank has a very wide network of more than 905 branches and Extension Counters. </li></ul><ul><li>The Bank has a network of over 3894 ATMs providing 24 hrs a day banking convenience to its customers. This is one of the largest ATM networks in the country. </li></ul><ul><li>At present AXIS BANK is the 3 rd largest private sector bank in india </li></ul>
  6. 6. Competitors: <ul><li>Private Sector competitors: </li></ul><ul><li>-HDFC </li></ul><ul><li>-ICICI </li></ul><ul><li>Public Sector competitors: </li></ul><ul><li>-SBI </li></ul><ul><li>-PNB </li></ul>
  7. 7. CORE VALUE <ul><li>Customer satisfaction through: </li></ul><ul><li>* providing quality service effectively and efficiently </li></ul><ul><li>* ”Smile, it enhances your face value” is a service quality stressed on </li></ul><ul><li>periodic customer service audits </li></ul><ul><li>Maximization of stake holders value </li></ul><ul><li>Success through teamwork, integrity and people </li></ul><ul><li>Bank business is divided into 4 segments:- </li></ul><ul><li>*Retail banking, corporate banking, treasury banking and merchant banking </li></ul><ul><li>*Apart from this, the bank is also into insurance, investment banking, mortgage financing, credit cards and depository services </li></ul><ul><li>it is also registered on the following exchanges </li></ul><ul><li>* OTCEI </li></ul><ul><li>* BSE </li></ul><ul><li>* NSE </li></ul><ul><li>*London stock exchange </li></ul>
  8. 8. SERVICES <ul><li>Retail banking </li></ul><ul><li>Deposit schemes </li></ul><ul><li>Loans and advances </li></ul><ul><li>- Personal Loans </li></ul><ul><li>- Housing Loans </li></ul><ul><li>- Cards </li></ul><ul><li>- Consumer durables </li></ul><ul><li>- Auto Loans </li></ul>
  9. 9. <ul><li>Personal banking </li></ul><ul><li>Accounts </li></ul><ul><li>- Terms deposits </li></ul><ul><li>- Fixed deposits </li></ul><ul><li>- Recurring deposits </li></ul><ul><li>Cards </li></ul><ul><li>Different variants like: Gold plus cards, silver and silver plus cards </li></ul>
  10. 10. <ul><li>Corporate banking </li></ul><ul><li>Accounts </li></ul><ul><li>Normal current a/c </li></ul><ul><li>Trust/NGO savings a/c </li></ul><ul><li>Services </li></ul><ul><li>Private equity, mergers and acquisitions </li></ul><ul><li>Advisory services </li></ul><ul><li>Capital market funding </li></ul><ul><li>E- broking </li></ul>
  11. 11. FEATURES <ul><li>Anywhere banking </li></ul><ul><li>Instant fund transfer </li></ul><ul><li>Interest banking </li></ul><ul><li>At-par (multi-city) cheque book </li></ul><ul><li>ATM cum Debit card </li></ul><ul><li>Mobile banking </li></ul><ul><li>Phone banking </li></ul>
  12. 12. ORGANISATION STRUCTURE BOARD OF DIRECTORS COMMITTEE OF DIRECTORS RISK MANAGEMENT COMMITTEE OF THE BOARD AUDIT COMMITEE CREDIT COMMITTEE AND INVESTMENT COMMITIEES ASSET-LIABILTY COMMITTEE (ALCO) OPERATION RISK MANAGEMENT COMMITTEE (ORMC) CREDIT RISK MANAGEMENT COMMITTEE COMMITTEE OF EXECUTIVES
  13. 13. BOARD OF DIRECTORS <ul><li>P.J. NAYAK (Chairman and Executive officer) </li></ul><ul><li>N.C.SINGHAL </li></ul><ul><li>A.T.PANNIR SELVAM </li></ul><ul><li>J.R.VARMA </li></ul><ul><li>R.H.PATIL </li></ul><ul><li>RAMA BIJAPURKAR </li></ul><ul><li>R.B.L.VAISH </li></ul><ul><li>M.V.SUBBIAH </li></ul><ul><li>RAMESH RAMANATHAN </li></ul><ul><li>K.N.PRITHVIRAJ </li></ul>
  14. 14. SWOT ANALYSIS SWOT <ul><li>STENGTHS </li></ul><ul><li>Brand name </li></ul><ul><li>Support of various promoters </li></ul><ul><li>High level of services </li></ul><ul><li>Knowledge of Indian market </li></ul><ul><li>WEAKNESS </li></ul><ul><li>Not having a good image </li></ul><ul><li>Market capitalization is very low </li></ul><ul><li>Not been fully able to position itself correctly </li></ul><ul><li>OPPORTUNITIES </li></ul><ul><li>Growing Indian banking sectors </li></ul><ul><li>People are becoming more service oriented </li></ul><ul><li>In the global market </li></ul><ul><li>Dissatisfied customers </li></ul><ul><li>THREATS </li></ul><ul><li>From the various competitors </li></ul><ul><li>Foreign banks </li></ul><ul><li>Government banks </li></ul><ul><li>Future market trends </li></ul><ul><li>Advent of MNC banks </li></ul>
  15. 15. FINANCIAL PERFORMANCE 81,557 61.79 Advances 50644 37 Demand deposits 1,17,374 34 Deposits 2,447.35 64 Fee income 2,896.88 61 Other income 3686.21 43 Net interest income 1,815.36 69 PAT Amount (Rs. in Cr) % increase Particulars
  16. 16. VARIOUS STRATEGIES IMPLEMENTED FOR THE CURRENT POSITION
  17. 17. STP OF AXIS BANK <ul><li>Segmentation: </li></ul><ul><li>-These banks consider the customer service as the base for segmentation. </li></ul><ul><li>- Here buyer give emphasis on the services & believe in using technical advance product. </li></ul>
  18. 19. <ul><li>Targeting: </li></ul><ul><li>-Axis bank target the people of the urban & semi-urban area. </li></ul><ul><li>- People who believe in high set of product & want speedy services. </li></ul><ul><li>-Selective specialisation strategy </li></ul><ul><li>Positioning: </li></ul><ul><li>- Axis banks are positioned as the technically advance & delivering tougher set of customer services . </li></ul>
  19. 20. Targeting Strategy
  20. 21. Targeting strategy
  21. 23. COMPETITIVE STRATEGY <ul><li>Differentiated against other banks on the base of “ Max Area Coverage”. </li></ul><ul><li>Some banks have no reach to the some parts of the country. </li></ul><ul><li>So Axis bank has an advantage of reach, in terms of reach to its customers. </li></ul><ul><li>Level of service- Axis has an advantage of the product innovation. </li></ul>
  22. 24. FROM THE GOVT., BANKS <ul><li>High level of service Quality & through Product Innovation. </li></ul><ul><li>Axis is not near in terms of reach but however it has created a Separate Segment for those who believe in high set of services. </li></ul>
  23. 25. FROM THE INTERNATIONAL BANKS <ul><li>Reach & Coverage to the People. </li></ul><ul><li>Level of Service is Same. </li></ul><ul><li>International banks may create a problem but however it can be eliminated from constant publicity, innovation- atm divisions, varied services etc., </li></ul>
  24. 26. Market Communication Objectives <ul><li>emphasize as Independent Bank- gives imp on customer. </li></ul><ul><li>Emphasize on Product Innovation and communicating about new product launches. </li></ul><ul><li>Global Market & global Std., services. </li></ul><ul><li>achievements. </li></ul>
  25. 27. MARKETING OF SERVICES <ul><li>900 Branches & 3875 ATMs </li></ul><ul><li>a footprint in Asia-Singapore, Hong Kong, Dubai and Shanghai. </li></ul><ul><li>strategic tie-ups & alliances UAE, Doha, Muscat (to be launched). </li></ul>
  26. 29. Forecasted Objectives: <ul><li>To achieve the following MO by 2011: </li></ul><ul><li>To get the Market CAP of 500cr. </li></ul><ul><li>200 cr of Retail Investment. </li></ul><ul><li>125 cr Corporate Investments. </li></ul><ul><li>To get the 175 Cr Capital Investments . </li></ul>
  27. 30. Findings and Conclusion <ul><li>Goal- To get the 3 rd position in the overall INDIAN BANKING MARKET. </li></ul><ul><li>- X - = + </li></ul><ul><li>improving financial fundamentals </li></ul><ul><li>range of business activities and customer base </li></ul><ul><li>Rapid usage of available IT platform & infrastructure </li></ul><ul><li>To diversify its loan portfolio further </li></ul>

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