Yes Bank: Competitive Strategy of a Late Entrant

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR276 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Entry Strategy | Competitive StrategyDifferentiation | Focus | Niche | Business Strategy
Case Length : 17 pages
Period : 2003-2007
Pub Date : 2008
Teaching Note : Available
Organization : YES BANK
Industry : Banking & Financial Services
Countries : India


YES BANK (Yes Bank), one of the new generation private sector banks, was set up in India after reforms were introduced in the banking sector in the 1990s. Yes Bank entered the market in late 2004 when the banking space in India was already overcrowded with a number of public sector banks, private sector banks, and co-operative banks. Foreign multinational banks, which were growth-constrained, were also waiting eagerly for the sector to open up further in 2009 to make a major foray into this emerging market. However, despite being a late entrant, Yes Bank drew the attention of its competitors and analysts by the speed at which it grew and by increasing its operations throughout the country.

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The case will help the students to:

Understand the competitive strategy adopted by a late entrant into the Indian banking sector

Understand how Yes Bank differentiated itself from its competitors by adopting a 'knowledge banking' approach and carved out a niche for itself in the overcrowded banking sector

Understand how technology can be a source of competitive advantage and how Yes Bank used it to turn its late entry into an advantage

Appreciate the importance of human resources as a source of sustainable competitive advantage

Understand the nature of the banking system in an emerging market which is on the verge of a transition.


  Page No.
Saying Yes to Differentiation   1
Background Note   2
Differentiating Itself in an Overcrowded Market   4
The Growth Story   11
A Successful Market Entry   13
Outlook   13
Exhibits   15


Knowledge banking strategy, Technology strategy, Sustainable competitive advantage, Human resource, Marketing research, Competitive strategy, Entrepreneurship, HR strategy, Innovation, Market entry, Yes Bank, State Bank of India

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