Study on the Competitive Advantages of Banks in the Deposit Market of Ukraine
Journal Title: Проблеми економіки - Year 2014, Vol 2014, Issue 4
Abstract
The article is aimed to study the competitive advantages of domestic banks in the deposit market. In the article the state of bank deposits market has been analyzed. It has been defined, that market of deposit services is unstable due to the volatile situation in the country's economy, though it continues to evolve despite some problems. To the leading banks in Ukraine, as for both attracting deposits and criterion of reliability, belong the banks from the first group of the assets sizes. Clustering of 15 banks, carried out in the article in terms of deposit portfolio size as well as return on assets, has helped to distinguish five groups of banks. With aim of a more detailed study of the banks' deposit activities, the fourth cluster has been chosen, which includes the system-wide banks. Also in the article a competitive analysis of the banks from the fourth cluster, in terms of dynamics and structure of the deposit portfolio, and making use of the coefficient method, is conducted. SWOT analysis was applied to identify strengths and weaknesses as well as opportunities and threats to the bank. In order to elaborate a strategy and an effective strategic management, analysis of the bank's direct competition in the deposit market was carried out. It has been determined that benchmarking is the tool, which will allow the performance indicators of a bank to exceed competitors in the market of deposit services. Specific features of the application of benchmarking in the formation of bank's deposit policy has been disclosed. Benefits from use of benchmarking in the bank's deposit policy has been highlighted.
Authors and Affiliations
Olha Rats, Yunna Tysyachna
Keywords
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