Here SWOT analysis of ICICI bank is made to understand the positioning of the bank better: STREN THS !

" #R$N% N$&E: ICICI #ank has earned a reputation in the market for e'tending (uality ser)i*es to the market )is+,+)is its *ompetitors" It has earned a strong #rand name in banking in a )ery short span of time" -" &$R.ET SH$RE: ICICI #ank has the largest market share of /01 in the IT 2 ITES industry in Hyderabad a**ording to our sur)ey 34ithin the limitation of the sample si5e"6 /" H7 E NETWOR.: ICICI #ank has the highest number of linked bran*hes in the *ountry" The bank operates through a net4ork of 089 #R$NCHES $N% o)er !:99 $T&s a*ross India; thus enabling them to ser)e *ustomer in better 4ay" 0" %I<ERSI=IE% >ORT=O?IO: ICICI #ank has all the produ*ts under its belt; 4hi*h help it to e'tend the relationship 4ith e'isting *ustomer" ICICI #ank has umbrella of produ*ts to offer their *ustomers; if on*e *ustomer has relationship 4ith the bank" Some >rodu*ts; 4hi*h ICICI #ank is offering are: @ Retail #anking @ #usiness #anking @ &er*hant Establishment Ser)i*es 3E%C &a*hine6 @ >ersonal loans 2 Car loans @ %emat Ser)i*es 4ith E+#roking @ &utual =und 3ICICI #ank is the %istributor of all &utual =und6 @ Insuran*e @ Housing ?oans 8" S$?$RA $CCO7NT: One )ery interesting thing that 4e ha)e obser)ed in our sur)ey is that ICICI is ha)ing an edge o)er other banks in *ase of Salary $**ount" &ost of the *ompanies are ha)ing their Salary $**ount 4ith ICICI e)en if their Current $**ount is 4ith any other #ank" This is mainly be*ause of the huge net4ork of $T&s and bran*hes of ICICI" B" WOR.IN HO7RS: ICICI is the only bank 4hi*h is ha)ing its 4orking hours from : to : 4hi*h is one of the maCor strength of ICICI #ank 4ith respe*t to IT 2 ITES Industry" $s most of the IT 2 ITES *ompanies are global players and their >arent *ompany is in 7S; so they ha)e to 4ork a**ording to their offi*e time" Thus some ha)e their Offi*e time in the morning and some ha)e it in the e)ening so if the 4orking hour of the bank is : to : it is )ery *on)enient for them" D" TRE$S7RA %E>$RT&ENT: ICICI is the only bank 4hi*h is ha)ing its treasury department espe*ially for Hyderabad Customers" So *ustomers *an get the best rates for foreign e'*hange" :" $ RESSI<E &$R.ETIN : ICICI #ank is kno4n for its aggressi)e marketing of its produ*ts" Re*ent Endorsement of its produ*t by $&IT$#H #$HCH$N pro)es the same" This gi)es ICICI an edge o)er other banks" E" TECHNO?O A: =rom its in*eption; ICICI #ank has adopted a poli*y of sele*ting internationally pro)en and spe*iali5ed >a*kaged Systems for its te*hnology" ICICI bankFs te*hnology platform has been a*kno4ledged globally as one of the best in terms of robustness; fle'ibility and *ost effi*ien*y" ICICI #ank is in a position to le)erage this platform to further build *ost and ser)i*e ad)antage"

WE$.NESS !" TR$NS$CTION COST: ICICI #ank *harges high *ost for its transa*tions" Through our data analysis 4e ha)e find out that most of the small *ompanies prefer nationali5ed banks only be*ause of this *ost fa*tor" $lso the group has found out that there are *ompanies 4hi*h are going for multi bank system i"e" they are using only those fa*ilities of ICICI #ank 4hi*h are pro)ided at *heaper rates 3read Salary $**ount6 and for other ser)i*es they are going to nationali5e banks and &NCs 3read =ore'6" So there e'ists a huge potential for ICICI #ank if they are ready to make their transa*tion *ost fle'ible" -" =OC7S ON?A ON HI H EN% C7STO&ERS: The bank targets only the top bra*ket of *lients and does not *ater to the needs of small *ustomers" %ue to this reason the bank may sometimes loose good *lients" /" %E=ENSI<E $>>RO$CH IN ?EN%IN : ICICI #ank has a defensi)e approa*h in lending" &ainly to IT 2 ITES *ompanies #ank do not pro)ide loan as these *ompanies are not ha)ing *ollaterals so bank hesitate in gi)ing loans to them" #e*ause of this poli*y *ompanies prefer nationali5ed banks and ICICI #ank in turn sometimes loose potential *ustomers" 0" ?ITT?E >RESENCE O7TSI%E IN%I$: ICICI #ank is ha)ing little presen*e Outside India; be*ause of 4hi*h *ompanies are preferring &NC #ank; mainly Citibank" So if ICICI #ank tries to emerge outside India then it has a huge potential of *ustomers" 8" >OOR C7STO&ER C$REGSER<ICE: With its aggressi)e marketing ICICI #ank is rapidly in*reasing its *ustomer base" They are not ho4e)er; in*reasing the number of employees a**ordingly" This is leading to deterioration of the standard of *ustomer ser)i*e" O>>ORT7NITIES !" NEW IT 2 ITES CO&>$NIES: IT 2 ITES se*tor is on a boom in the Indian market *onte't; 4ith ne4 *ompanies mushrooming in the marketH it opens the door for ICICI bank to *apture the huge untapped market" -" %issatisfied Customers of Other #anks: The group from its sur)ey and analysis of IT *ompanies ha)e found out that there are many *ompanies 4hi*h are not satisfied 4ith its *urrent bank; so ICICI 4ith its superior ser)i*e (uality and long 4orking hours *an *apture those *ustomers" /" Remittan*es: =rom the analysis group has also found out that ICICI bank has )ery little presen*e as far as the EE=C a**ount is *on*erned" Companies prefer to bank 4ith &NCs 34hi*h ha)e greater presen*e in the foreign *ountries6 and nationali5ed banks 34hi*h a**ording to the *ompanies pro)ide lo4er transa*tion rates6 to get their in4ard remittan*es in spite of ICICI being pro)iding one of the most *ompetiti)e rates" So the bank *an promote its EE=C a**ount better and get the key to the door of huge potential market" 0" #usiness ad)ising for smaller >layers: The analysis has also indi*ated that the *on*ept of business ad)ising though )ery popular 4ith the higher end players is )irtually non e'istent in the lo4er end of the market" ICICI should take this opportunity to pro)ide business ad)ising to the smaller *ompanies at *ompetiti)e rates and try to take the first mo)er ad)antage"

THRE$TS !6 $d)ent of &NC banks: ?arge numbers of &NC banks are mushrooming in the Indian market due to the friendly poli*ies adopted by the go)ernment" This *an in*rease the le)el of *ompetition and pro)e a potential threat for the market share of ICICI bank" -6 %issatisfied Customers: The analysis indi*ated that though most of the *ompanies are satisfied 4ith the produ*ts offered by ICICI bank but the poor *ustomer supportG ser)i*e is *reating a lot of dissatisfa*tion among the *ustomers; this *an pro)e to be a serious problem as far as the market reputation of the bank is *on*erned and *ane be a maCor threat in future business a*(uisition" /6 E)er impro)ing nationali5ed banks: With >S7 banks like S#I going all out to *ompete 4ith the pri)ate banks and go)ernment gi)ing them a free hand to do so; it *an pro)e to be serious threat for banks like ICICI"