Subject category:
Strategy and General Management
Published by:
IBS Center for Management Research
Length: 21 pages
Data source: Published sources
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Abstract
State Bank of India (SBI) is the largest nationalised commercial bank in India in terms of assets, number of branches, deposits, profits and workforce. With the liberalisation of the Indian banking industry in the mid-1990s, SBI faced stiff competition from the private sector and foreign banks which resulted in significant loss of its market share. The case describes the efforts of SBI to regain its lost market share by undergoing a major restructuring exercise which involved redesigning its branch network, providing alternate banking channels, emphasis on lean structure and technology upgradation. The case also discusses how SBI is building its image as a customer-friendly bank by launching innovative products and services and promoting its brand. Finally, it discusses the challenges faced by SBI in 2004 and its plans for the future. The case includes a note on the recent trends in the Indian banking industry. The case is structured to enable students to: (1) understand the strategies adopted by a market leader in the banking industry to retain its market share; (2) explore the reasons how a market leader can loose its market share significantly; (3) examine and analyse the key elements of the restructuring exercise undertaken by SBI; (4) study the marketing initiatives adopted by SBI to reposition itself as a customer-oriented bank; (5) examine the challenges that can be faced by a market leader due to the changes in the industry structure; and (6) study and analyse the structure of the Indian banking industry. The case is targeted at MBA/PGDBA students and is part of the strategy and general management curriculum.
About
Abstract
State Bank of India (SBI) is the largest nationalised commercial bank in India in terms of assets, number of branches, deposits, profits and workforce. With the liberalisation of the Indian banking industry in the mid-1990s, SBI faced stiff competition from the private sector and foreign banks which resulted in significant loss of its market share. The case describes the efforts of SBI to regain its lost market share by undergoing a major restructuring exercise which involved redesigning its branch network, providing alternate banking channels, emphasis on lean structure and technology upgradation. The case also discusses how SBI is building its image as a customer-friendly bank by launching innovative products and services and promoting its brand. Finally, it discusses the challenges faced by SBI in 2004 and its plans for the future. The case includes a note on the recent trends in the Indian banking industry. The case is structured to enable students to: (1) understand the strategies adopted by a market leader in the banking industry to retain its market share; (2) explore the reasons how a market leader can loose its market share significantly; (3) examine and analyse the key elements of the restructuring exercise undertaken by SBI; (4) study the marketing initiatives adopted by SBI to reposition itself as a customer-oriented bank; (5) examine the challenges that can be faced by a market leader due to the changes in the industry structure; and (6) study and analyse the structure of the Indian banking industry. The case is targeted at MBA/PGDBA students and is part of the strategy and general management curriculum.