Yes Bank: Competitive Strategy of a Late Entrant

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Case Details:

Case Code : BSTR276
Case Length : 17 pages
Period : 2003-2007
Pub Date : 2008
Teaching Note : Available
Organization : YES BANK
Industry: Banking & Financial Services
Themes: Entry Strategy | Competitive Strategy | Differentiation | Focus | Niche | Business Strategy
Countries : India

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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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Excerpts Contd...

A Successful Market Entry

According to the analysts, the bank's competence in terms of using high-end technology, its 'knowledge banking' approach, and emphasis on highly qualified human resources helped it to differentiate itself from other private banks in an increasingly commoditized market.

In particular, its knowledge banking initiative drew a lot of interest.

The fact that the bank catered to a niche segment of the market with a differentiated strategy meant that it did not have to compete with other banks on price...

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


The high growth rates of the Indian economy provided tremendous opportunities for the Indian banking sector.

The future also posed several challenges as the banking sector was set to open up to the foreign players by 2009.

The banks were gearing up to face the competition. In tune with the developments, Yes Bank wanted to grow into a major bank in India with a presence all over the country.

The bank expected to expand mostly in the small and medium towns, where it saw good growth prospects. The opening up of the economy saw many small towns becoming prosperous, but most of these towns had still not been tapped by the private sector banks...


Exhibit I: Yes Bank's Business Segments
Exhibit II: Audited Financial Results of Yes Bank for Financial Year
Exhibit III: A List of Awards and Recognition Received by Yes Bank

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