Contents

Introduction: ........................................................................................................................ 2 Bank profile: ....................................................................................................................... 3 PORTERS FIVE FORCES MODEL ................................................................................ 4 Application of porters in Andhra bank ............................................................................... 5 Conclusion: ....................................................................................................................... 12 Bibliography: .................................................................................................................... 12

Introduction:

The business model of a company is a simplified representation of its business logic. It describes what a company offers its customers, how it reaches them and relates to them, through which resources, activities and partners it achieves this and finally, how it earns money. Business model is a term often used to describe the key components of a given business. Whenever a business is established, it either explicitly or implicitly employs a particular business model that describes the design or architecture of the value creation, delivery, and capture mechanisms employed by the business enterprise. The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit:, they are also used by managers inside companies to explore possibilities for future development.

Bank profile:

Andhra Bank (AB) was founded by the eminent freedom fighter and a multifaceted genius, Dr.Bhogaraju Pattabhi Sitaramayya. The Bank was registered in 20th November 1923 and commenced its business in 28th November 1923. AB offering innovative and need based financial products and services using state-of -the art technology. BRANCHES AND DIVISION: The Bank is rendering services through 2128 Business Delivery Channels consisting of 1366 branches, 68 Extension Counters, 38 Satellite Offices and 656 ATMs spread over 21 States and 2 Union Territories as at the end of March 2008. All Branches are 100% computerized, 1186 units' viz., 1101 Branches, 68 Extension Counters, 15 Service Centres networked under Cluster Banking Solution and providing 'Any Branch Banking (ABB)', Real Time Gross Settlement (RTGS) Facility and National Electronic Fund Transfer (NEFT) facility. In 15th April 1980, the bank was nationalised.

ADDED FACILITIES: Andhra Bank had introduced Credit Cards in the country during the year 1981. After two years, in 1983, the bank sponsored its second RRB as Chaitanya Grameena Bank in Guntur district. Andhra Bank took over the Convenorship of SLBC from State Bank of India during the period of 1984. In 1987 AB had sponsored its third RRB under the name OF Godavari Grameena Bank. During the year 2000, Andhra Bank had installed a request-transmitting machine at its Jubilee Hills Branch in association with the country's largest depository participant Stock Holding Corporation of India Limited. Andhra Bank made a multipartite agreement with Karnataka Power Corporation in the same year 2000 along with Karnataka Government, Infrastructure Development Finance Corporation and KPTCL for funding Raichur Thermal Power Station expansion project. For Provide housing loans through the Internet, the bank made tie up with a real estate portal, called indiaproperties.com in the year of 2001 and also in the same period AB had entered into a rupee drawing arrangement with the National Exchange Company, WLL, Doha and Qatar, for facilitating private remittances to India, mainly on behalf of non-resident Indians (NRIs). 3

The Bank had signed Memorandum of Understanding (MoU) with United India Insurance Company Limited during the year 2002 for provide its products through various branches. Also in the identical year, AB has unveiled Credit Card namely Laghu Udyami, which offer hassle-free loan facility upto 2 lakh to small scale entrepreneurs. The online ATM service was started under the banking service in the year 2002. AB had started a new service called collection of Direct Taxes, which comprises corporate tax, estate tax, gift tax etc. The Bank had entered into an alliance with Western Union Financial Services International, so as to make available inbound money transfer services at all its locations in India. The Bank had opened its representative office in Dubai during May of the year 2006

PORTERS FIVE FORCES MODEL

Porters five forces

Named after Michael E. Porter, this model identifies and analyzes 5 competitive forces that shape every industry, and helps determine an industry's weaknesses and strengths.

1. Competition in the industry 2. Potential of new entrants into industry 3. Power of suppliers 4. Power of customers 5. Threat of substitute products

Application of porters in Andhra bank

The nature of competition in the industry in large part determines the content of strategy, especially business level strategy .based it is on the fundamental economics of the industry, the very profit potential of an industry is determine by competition interaction. Where these interactions are intense, profit tends to be whittled away by the activities of competing. Porters model is based on the insight that a corporate strategy should meet the opportunities and threats in the organizations external environment. Especially, competitive strategy should base on and understanding of industry structures and the way they change. Porter has identified five competitive forces that shape every industry and every market. These forces determine the intensity of competition and hence the profitability and attractiveness of an industry. The objective of corporate strategy should be to modify these competitive forces in a way that improves the position of the organization. Porters model supports analysis of the driving forces in an industry. Based on the information derived from the Five Forces Analysis, management can decide how to influence or to exploit particular characteristics of their industry.

Bargaining power of suppliers is very low

Nature of suppliers Few alternatives RBI rules and regulations Suppliers are not concentrated forward integration

Threat of competitors Barriers to entry

Product differentiation very difficult Licensing requirement Large no of banks High market growth rate Low switching costs Undifferentiated services High fixed cost High exit barriers Rivalry among Competing Firms

Threat of substitute
Non banking financial sector increasing rapidly Deposits in posts Stock Market

Bargaining power of consumer very high

Large no. of alternatives Low switching costs Undifferentiated services Full information about the market

Rivalry among competitors is very fierce in Indian Banking Industry. The services banks offer is more of homogeneous which makes the Company to offer the same service at a lower rate and eat their competitor markets share. Market Players use all sorts of aggressive selling strategies and activities from intensive advertisement campaigns to promotional stuff. Even consumer switch from one bank to another, if there is a wide spread in the interest. Hence the intensity of rivalry is very high. The no of factors has contributed to increase rivalry those are.

1. A large no of banks There is so many banks and non financial institution fighting for same pie , which has intensified competition? 2. High market growth rate India is seen as one of the biggest market place and growth rate in Indian banking industry is also very high. This has ignited the competition. 3. Homogegeous product and services The services banks offer is more of homogeneous which makes the company to the same service at a lower rate and eat their competitor markets share. 4. Low switching cost Costumers switching cost is very low, they can easily switch from one bank to another bank and very little loyalty exist . 5. Undifferanciated services Almost every bank provides similar services. Every bank tries to copy each other services and technology which increase level of competition. 6. High fixed cost 7. High exit barriers

High exit barriers humiliate banks to earn profit and retain customers by providing world class services.

8. Low government regulations

There are low regulations exist to start a new business due lpg policy adopted by India.

BARGAINING POWER OF SUPPLIERS

Banking industry is governed by Reserve Bank of India. Reserve Bank of India is the authority to take monetary action which leads to direct impact on circulation of money in the Economy. The rules and regulation lay down by RBI. Suppliers of banks are depositors .these are those people who have excess money and prefer regular income and safety. In banking industry suppliers have low bargaining power.

1. Nature of suppliers Suppliers of banks are those people who prefer low risk and those who need regular income and safety as well. Banks best place for them to deposits theirs surplus money. 2. Few alternatives

2. Rbi rules and regulations Banks are subject to rbi rules and regulations .bank have to behave in a way that rbi wants. So rbi takes all decisions related to interest rates . this reduce bargaining power of suppliers . 3. Suppliers not concentrated Banking industry suppliers sure not concentrated. There are numerous with negligible portion of offer .so this reduce their bargaining power .

BARGAINING POWER OF CONSUMERS

In today world, Customer is the King. Banks offers different services According to clients need and requirement. They offer loans at Prime Lending Rate (PLR) to their trust worthy clients and higher rate to others clients. Customers of banks are those who take loans and uses services of banks. Customers have high bargaining power. These are

1. Large no of alternatives Customers have large no of alternatives, there are so many banks, which fight for same pie. There are many non financial institutions like icici, hdfc, and ifci, etc. which has also jump into these business .there are foreign banks , privet banks, co-operative banks and development banks together with specialized financial companies that provides finance to customers .these all increase preference for customers. 2. Low switching cost Cost of switching from one bank to another is low. Banks are also providing zero balance account and another types of facilities. They are free to select any banks service. Switching cost are becoming lower with internet banking gaining momentum and a result customers loyalties are harder to retain. 3. Undiffenciated service Bank provide merely similar service there are no much diffracted in service provides by different banks so, bargaining power of customers increase. They can not be charged for differentiation.

4. Full information about the market Customers have full information about the market due to globalization and

digitalization Consumers have become advance and sophisticated .they are aware with each market condition so banks have to be more competive and customer friendly to serve them.

For good creditworthy borrowers bargaining power is high due to the availability of large number of banks

POTENTIAL ENTRY OF NEW COMPETITORS

Reserve Bank of India has laid out a stagnant rules and regulation for new entrant in Banking Industry. We expect merger and acquisition in the banking industry in near future. Hence, the industry is less porn of new competitor. Barriers to an entry in banking industry no longer exist. So lots of privet and foreign banks are entering in the market. Competitors can come from an industry to disinter mediatebank product differentiation is very difficult for banks and exit is difficult. So every bank strives to survive in highly competitive market so we see intense competitive can mergers and acquisitions. Government policies are supportive to start new bank. There is less statutory requirement needed to start a new venture? Every bank to tries to achieve economics of scale through use of technology and selecting and training manpower . There are public sector banks, private sector and foreign banks along with non banking finance companies competing in similar business segments.

POTENTIAL DEVELOPMENT OF SUBSTITUTE PRODUCTS

Every day there is one or the other new product in financial sector. Banks are not limited to tradition banking which just offers deposit and lending. In addition, today banks offers loans for all products, derivatives, ForEx, Insurance, Mutual Fund, Demit account to name a few. The wide range of choices and needs give a sufficient room for new product development and product enhancement.Substitute

products or services are those, which are different but satisfy the same set of customers. In private banking industry following are the substitutes:

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 NBFC: Non-banking financial Institutions play an important role in giving financial assistance. Mobilization of financial resources outside the traditional banking system has witnessed a tremendous growth in recent years in the India. NBFC is a close substitute of banking in respect of raising funds. Borrower can easily raise funds from NBFC because it requires less formal procedure for getting funds compare to private banks. Post Office Products: Post office is also providing some service like fixed deposit facility, saving account, recurring account etc. The interest rate of saving account is higher than private banks. It is fully secured by the government so people who do not want to take risk for them post office saving is good substitute. Government Bond: Govt. Bond also attracts savings from the general public. It is less risky and more secured as compare to savings in private banks. Mutual Funds: Mutual funds are also now proving as good substitutes for banks. They assure for providing high return with less time in comparison of banks. The administrative expenses are also very low as compared to banks. Investment in Mutual funds is more flexible than investment in banks. Stock Market: People who are ready to bear risk and wants a high return on their investment, stock market is a good substitute for them. Day by day investors are moving towards stock market as interest rate in banks are decreasing. So now stock market has proved as a big competitor for baking sector. Debentures: Debentures is also proved as a good substitute of banks fixed deposit as return on debenture is fixed and high. There are different types of debentures, which attract various classes of investors. Other Investment Alternatives: Now common peoples attraction is shifting from banks to other various alternatives such as gold, precious metals, land, small savings etc. As we can see the growing trend in these alternatives in comparison of decreasing interest rates in banks.

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Conclusion:

Andhra bank for that matter any bank by using this model can see the direction in which they are moving forward. Porters model is based on the insight that a corporate strategy should meet the opportunities and threats in the organizations external environment. Especially, competitive strategy should base on and understanding of industry structures and the way they change. . Porters model supports analysis of the driving forces in an industry. Based on the information derived from the Five Forces Analysis, management can decide how to influence or to exploit particular characteristics of their industry.it helps the bank to know the what are nitty gritty of the banking sector. And also see the reaction of the competitors and customers.

Bibliography:
Key Management Models the 60+ models that every manager needs to know (2nd edition) By, Marcel van Assen, Gerben van den Berg and Paul Pietersma.

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