http://www.scribd.

com/doc/20175494/Analysis-on-the-Basis-of-7-Ps-and-Swot INTRODUCTION AXIS BANK Axis Bank was the first of the new private banks to have begunoperations in 1994, after the Government of India allowed n e w private banks to be established. The Bank was promoted jointly bythe Administrator of the specified undertaking of the Unit Trust of I n d i a ( U T I - I ) , L i f e I n s u r a n c e C o r p o r a t i o n o f I n d i a ( L I C ) a n d General Insurance Corporation of India (GIC) and other four PSUinsurance companies, i.e. National Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental Ins u r a n c e Company Ltd. and United India Insurance Company Ltd. The Bank today is capitalized to the extent of Rs. 359.76 croreswith the public holding (other than promoters) at 57.79%. T h e B a n k ' s R e g i s t e r e d O f f i c e i s a t A h m e d a b a d a n d i t s C e n t r a l Office is located at Mumbai. The Bank has a very wide network of more than 853 branches and Extension Counters (as on 30th June2 0 0 9 ) . The Bank has a network of over 3723 ATMs (as on 30th J u n e 2 0 0 9 ) p r o v i d i n g 2 4 h r s a d a y b a n k i n g c o n v e n i e n c e t o i t s customers. This is one of the largest ATM networks in the country. The Bank has strengths in both retail and corporate banking andi s c o m m i t t e d t o a d o p t i n g t h e b e s t i n d u s t r y p r a c t i c e s internationally in order to achieve excellence. Product: bankinf and accounts Conveniene banking Credit card facility NRI service Demat Deposit Corporate finance Treasury Investment bankin Institutional equities Investment Insurance Loans Borrowing Price The pricing decisions or the decisions related to interest and feeo r c o m m i s s i o n c h a r g e d b y b a n k s a r e f o u n d i n s t r u m e n t a l i n motivating or influencing the target market. The RBI and the IBA

are concerned with regulations. The rate of interest is regulated by the RBI and other charges are controlled by iba Place : 827 Branch ,3595 ATM, 17 State In India

Promotion : advertising , print media, publicity, sales promotion, personnel selling. People : 14000 employee base Process: Standardization: Bank has got standardized procedures got typicaltransactions. In fact not only all the branches of a single-bank, but allthe banks have some standardization in them. This is because of ther u l e s t h e y a r e s u b j e c t t o . B e s i d e s t h i s , e a c h o f t h e b a n k s h a s i t s standard forms, documentations etc. Standardization saves a lot of time behind individual transaction. Customization: There are specialty counters at each branch to dealwith customers of a particular scheme. Besides this the customerscan select their deposit period among the available alternatives. Number of steps: n u m b e r s o f s t e p s a r e u s u a l l y s p e c i f i e d a n d a specific pattern is followed to minimize time taken. Simplicity: B a n k s v a r i o u s f u n c t i o n s a r e s e g r e g a t e d . S e p a r a t e counters exist with clear indication. Thus a customer wanting tod e p o s i t m o n e y g o e s t o d e p o s i t s c o u n t e r a n d d o e s n o t m i n g l e elsewhere. This makes procedures not only simple but consume lesstime. Besides instruction boards in national boards in national andregional language help the customers further. Customer involvement: ATM does not involve any bankemployees. Besides, during usual bank transactions, there is definitecustomer involvement at some or the other place because of themoney matters and signature requires Physical evidence : internet/WebPages Paperwork Brochures Furnishings Business Cards

 Building Signage Financial Reports Tangibles Punch Lines EmployeesDress Code Swot 1. STRENGTH Extremely Competitive And Profitable Banking Franchise B a n k i n g S e r v i c e s I n c l u d e C o r p o r a t e C r e d i t , R e t a i l B a n k i n g , Busin ess Banking, Capital Markets, Treasury And InternationalBanking. Sound Technological Platform With Centralized Database AndOperations Retail Banking Savings Bank Deposits Grew To Rs. 25,822 Cr.O n 3 1 s t M a r c h 2 0 0 9 F r o m R s . 1 9 , 9 8 2 C r . A s O n 3 1 s t M a r c h 2008 Showing A Year On Year Growth Of 29%. Corporate Banking : Current Account deposits grew by 24%yoy, from Rs. 20,045 crores as at end March08 to Rs. 24,822crores as at end March09. Support of various Promoters Strong technology Total Deposits Rs 1,17,374 crore Net Advances Rs 81,557 crore

Net NPA 0.35% Capital Adequacy Ratio 13.69% 2. WEAKNESS Not having Image UTI (fraud) Higher cost Customer service Market Capitalization Very Low 3 . OPPORTUNITY Large retail and corporate market Wide scope in rural India Other Activity (Non Banking Activity) People are become more service oriented 4 . THREAT Other better Saving, investment option available (lik e Insurance, Mutulfund, Real-estate, Gold) Government Rules And Regulation Very high competition with Private sector (ICICI Bank, HDFCbank) or public sector (BOB, PNB) Bank. Capital Market slow-down Rising Rates F u t u r e M a r k e t T r a n d s