STRATEGIC MANAGEMENT ASSIGNMENT

Roll Number : F15025

Name : Joanne OConnor

21/03/2016

CONTENTS :
1) Introduction
2) History of banking
3) About HDFC
4) Analysis Of Vision, Mission & Core Values
5) Environmental Analysis
- External Environment ( PEST ANALYSIS)
- Internal Environment ( SWOT ANALYSIS)
6) Porters Five Forces Model
7) Internal Factor Evaluation Matrix
8) External Factor Evaluation Matrix
9) Competitive Profile Matrix
10)TOWS
11)Strategy Implementation

INTRODUCTION
In todays dynamic world banks are inevitable for the development of a country. Banks
play a pivotal role in enhancing each and every sector. They have helped bring a draw of
development on the worlds horizon and developing country like India is no exception.
Banks fulfill the role of a financial intermediary. This means that they act as a vehicle for
moving finance from those who have surplus money to (however temporarily) those who have
deficit. In everyday branch terms, the banks channel funds from depositors whose accounts are in
credit to borrowers who are in debit. Without the intermediary of the banks, both their depositors
and their borrowers would have to contact each other directly. This can and does happen of
course. This is what has lead to the very foundation of financial institution like banks. The Banks
have developed their roles to such an extent that a direct contact between the depositors and
borrowers in now known as disintermediation. Banking industry has always revolved around the
traditional function of taking deposits, money transfer and making advances. These three are
closely related to each other, the objective being to lend money, which is the profitable activity of
the three. The Banks have introduced progressively more sophisticated versions of these services
and have diversified introduction in numerable areas of activity not directly relating to this
traditional trinity.

History of Banking in India

Without a sound and effective banking system in India, there cannot be a healthy
economy.

For the past three decades India's banking system has several outstanding

achievements to its credit. The most striking is its extensive reach. In fact, Indian banking system
has reached even to the remote corners of the country. This is one of the main reasons of India's
growth process.The government's regular policy for Indian bank since 1969 has paid rich
dividends with the nationalization of 14 major private banks of India. Money has become the
order of the day. The first bank in India, though conservative, was established in 1786. From
1786 till today, the journey of Indian Banking System can be segregated into three distinct
phases. They are as mentioned below:

Early phase from 1786 to 1969 of Indian Banks

Nationalization of Indian Banks and up to 1991 prior to Indian Banking Sector

Reforms.
New phase of Indian Banking System with the advent of Indian Financial & Banking
Sector Reforms after 1991.

The banking industry has moved gradually from a regulated environment to a deregulated
market economy. The market developments kindled by liberalization and globalization have
resulted in changes in the intermediation role of banks. The pace of transformation has been more
significant in recent times with technology acting as a catalyst. While the banking system has done
fairly well in adjusting to the new market dynamics, greater challenges lie ahead.

About HDFC :
The Housing Development Finance Corporation Limited (HDFC) was amongst the first
to receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the
private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its registered
office in Mumbai, India. HDFC Bank commenced operations as a Scheduled Commercial Bank
in January 1995. HDFC is India's premier housing finance company and enjoys an impeccable
track record in India as well as in international markets. Since its inception in 1977, the
Corporation has maintained a consistent and healthy growth in its operations to remain the
market leader in mortgages. Its outstanding loan portfolio covers well over a million dwelling
units. HDFC has developed significant expertise in retail mortgage loans to different market
segments and also has a large corporate client base for its housing related credit facilities. With
its experience in the financial markets, a strong market reputation, large shareholder base and
unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian
environment. HDFC Bank began operations in 1995 with a simple mission: to be a World Class
Indian Bank. We realized that only a single minded focus on product quality and service
excellence would help us get there. Today, we are proud to say that we are well on our way
towards that goal.

ANALYSIS OF VISION, MISSION & CORE VALUES

VISION

HDFC Bank is a young and dynamic bank, with a youthful and enthusiastic team
determined to accomplish the vision of becoming a world-class Indian bank.
MISSION

HDFC mission is to be World Class Indian Bank", benchmarking ourselves against

international standards and best practices in terms of product offerings, technology, service
levels, risk management and audit & compliance. The objective is to build sound customer
franchises across distinct businesses so as to be a preferred provider of banking services for
target retail and wholesale customer segments, and to achieve a healthy growth in
profitability, consistent with the Bank's risk appetite. They are committed to do this while
ensuring the highest levels of ethical standards, professional integrity, corporate governance and
regulatory compliance.

CORE VALUES
The Banks five core values are :
(i) Customer Focus
To achieve sustainable competitive advantage, HDFC Bank relies
not only on strong customer service, but also on measuring
customer experience. The Bank has invested in CRM Technology
which provides triggers for selling various products depending on
the customer profile. The Relationship Manager is a trusted
advisor to the customer he/she has the best interest of the
customer and can advise competitor products, if the Banks
product does not fit the customer needs.
(ii) Operational Excellence
With a dedicated team to monitor quality and service standards,
many of HDFC Banks process segments, including HR Operations
are ISO certified. Over 2200 quality improvement projects, aimed
at improving operational excellence have been successfully

implemented. Over 550 employees have qualified for Six Sigma

Certification and over 80 have earned the yellow belt.
(iii) Product Leadership
HDFC Bank has consistently developed innovative products and
services that attract its targeted customers. Focusing on high
earnings growth and low volatility, HDFC Bank continues to
develop and distribute products/services that reduce cost of
funds, by leveraging its extensive branch network. The Bank
actively tracks the performance of various products and
depending on the feedback received, tweaks product features, to
better address customer needs.
(iv) Sustainability
We recognize Social and Environmental aspects as essential
elements of a Sustainable business philosophy and are committed
to enhance our performance on these fronts. It is an endeavor to
drive a paradigm shift of viewing ESG (Environmental, Social and
Governance) parameters from risks to opportunities and to
incorporate social and environmental aspects into our business by
embedding sustainability in our Stakeholders, Products and
Services.
(v) People
People are the Banks greatest strength. HDFC Bank believes that
the ultimate identity of success of our Bank will reside in the
exceptional quality of our people and their extraordinary efforts.
For this reason, we are committed to hiring, developing,
motivating and retaining best people in the industry.
ANALYSIS
PARAMETER

HDFC BANK

Markets

YES

Technology

\YES

Survival growth
and profit
Philosophy

YES

Self- concept

YES

Public image

NO

Employees

YES

Customers

YES

Products Services

YES

YES

Increase the market share in Indias expanding banking and financial services industry by
following a disciplined growth strategy focusing on quality and not on quantity and delivering
high quality customer service.

Leverage the technology platform and open scalable systems to deliver more products to

more customers and to control operating costs.

Maintain the current high standards for asset quality through disciplined credit risk

management.
Develop innovative products and services that attract the targeted customers and address
inefficiencies in the Indian financial sector.
Continue to develop products and services that reduce the cost of funds.
Focus on high earnings growth with low volatility.

ENVIRONMENTAL ANALYSIS
Business environment includes set of conditions or situation that affects business activities or
decision making. These conditions are broadly classified into internal environment and
external environment.

THE EXTERNAL ENVIRONMENT ANALYSIS

External environment include factors which are outside the control of the business

organization but it provide opportunities or pose threats. External environment is further

classified into two categories micro environment and macro environment.

PEST ANALYSIS :
POLITICAL

ECONOMIC

-Monetary Policy
-Regulatory
Framework

SOCIAL

TECHNOLOGICA
L

Internet
banking
- Mobile
banking
- ATM

1) Political Factor
Government and RBI policies affect the banking sector. Sometimes looking into the
political advantage of a particular party, the Government declares some measures to
their benefits like waiver of short-term agricultural loans, to attract the farmers
votes. By doing so the profits of the bank get affected.
FDI move to increase the limits to 49 percent from 26 percent.
The Union Budget 2009-10 extended the debt waiver scheme by six more months for
farmers owing more than 2 hectare of land The Union Budget 2008-09 allowed these
farmers 25% rebate on loan if they repay 75%of their overdue within stipulated period
of 30th June 2009.
2) Economic Factor

 Cash Reserve Ratio (CRR) reduced by 0.25% to 4.5% of net demand and time
liabilities (NDTL) to potentially inject primary liquidity of Rs. 170 billion; token
reduction in lending rates expected, given comfortable liquidity position and the
recent revisions in deposit rates and lending rates for certain products undertaken by
some Banks.
Benchmark Repo rate maintained at 8.0%; Reverse Repo and Marginal Standing
Facility (MSF) stand unchanged at 7.0% and 9.0%, respectively. Bank Rate also
maintained at 9.0%.
Following a 1% reduction in July 2012, Statutory Liquidity Ratio (SLR) kept
unchanged at 23% of NDTL.
The primary focus of monetary policy remains inflation control and anchoring of
inflation expectations, despite increasing risks to economic growth. The Reserve Bank
of India (RBI) highlighted that inflationary pressures and risks related to fiscal deficit
and current account deficit constrain it from providing a stronger monetary policy
response to boost economic growth. As policy measures to stimulate growth
materialize, monetary policy to reinforce the positive impact of such actions while
retaining a focus on managing inflation.
Guidance provided that liquidity management by the RBI would ensure adequate
credit flows to the productive sectors of the economy and appropriate responses to
shocks brought on by external developments.
3) Social Factor
HDFC announced its plans to make an entry into education sector. The group plans to focus
on small towns wherein it would either set up schools or take over weak performing boarding
schools. According to McKinsey Global Institutes Bird of Gold report, the discretionary
spending on education is set to increase from 5% in 2005 to 6% in 2015. HDFC will foray
into this sector through a separate subsidiary. It is widely believed that many schools are
planning to set up model, which is profitable and scalable, as operating under trusts makes it
difficult to segregate profits. As a result, HDFC could look to adopt those schools that are
open to the takeover model. HDFC already has an educational loan unit Credila Financial
Services in which it owns 62.3% stake. Credila plans to boosts the distribution network and
customer base of HDFC Bank in order to expand and also lower the cost of funds. The

groups likely entry into education sector could be beneficial in the long run.
HDFC Bank ,is partnering with the citys municipal authorities to educate people about the
danger posed by plastic bags to the environment, and to offer recycle paper bags instead.The
bank reinforced the Kolkata Municipal Corporation(KMC) intiated anti-plastic awarness
drive by distributing recycled and eco-friendly paper bags to retailers and customers across
nine markets in the city.Encourage citizens to use environment friendly and cost effective
paper bags as the best substitute.
4)Technological Factor
Productivity ratio of HDFC is increasing significantly over the years. Number of employees
of the group increased to 1,607 in FY2011, as compared to 797 in FY2010 and 727 in
FY2009. While, profit per employee increased significantly to $491,900, as compared to
$117,500 and $7,500 in FY2010 and FY2009 respectively. Administration cost per asset ratio
decline to 0.30% in FY2011, as compared to 0.49 in FY2010 and 0.76 in FY2009. Similarly,
cost to income ratio improved to 7.7% in FY2011 from 13.8% and 30.9% in FY2010 and
FY2009 respectively. Improving productivity would likely enhance the groups profit margin.
ATM The latest developments in terms of technology in computer and
telecommunication have encouraged the bankers to change the concept of branch
banking to anywhere banking.
Credit card facility has encouraged an era of cashless society.
Today MasterCard and Visa card are the two most popular cards used world over.
Smartcards or debit cards to be used for making payments. These are also called as
electronic purse
Today banks are also using SMS and Internet as major tool of promotions and giving
great utility to its customers. For example SMS functions through simple text
messages sent from your mobile.
CORE BANKING SOLUTIONS -It is the buzzword today and every bank is trying to
adopt it is the centralize banking platform through which a bank can control its entire
operation the adoption of core banking solution will help bank to roll out new product
and services

SWOT ANALYSIS OF HDFC BANK

Strengths
HDFC bank is the second largest private banking sector in India having 2,201
branches and 7,110 ATMs
HDFC bank is located in 1,174 cities in India and has more than 800 locations to
serve customers through Telephone banking
The banks ATM card is compatible with all domestic and international Visa/Master
card, Visa Electron/ Maestro, Plus/cirus and American Express. This is one reason
for HDFC cards to be the most preferred card for shopping and online transactions
HDFC bank has the high degree of customer satisfaction when compared to other
private banks
The attrition rate in HDFC is low and it is one of the best places to work in private
banking sector
HDFC has lots of awards and recognition, it has received Best Bank award from
various financial rating institutions like Dun and Bradstreet, Financial express, Euro
money awards for excellence, Finance Asia country awards etc
HDFC has good financial advisors in terms of guiding customers towards right
investments
Weakness
HDFC bank doesnt have strong presence in Rural areas, where as ICICI bank its
direct competitor is expanding in rural market
HDFC cannot enjoy first mover advantage in rural areas. Rural people are hard core
loyals in terms of banking services.
HDFC lacks in aggressive marketing strategies like ICICI
The bank focuses mostly on high end clients
Some of the banks product categories lack in performance and doesnt have reach in
the market
The share prices of HDFC are often fluctuating causing uncertainty for the investors

PORTERS FIVE FORCES MODEL

Bargaining
power of
suppliers

Bargaining
power of
customers
Competitive
rivalry within
an industry.

Threat of new
entrants.

FIVE FORCE

Threat of
substitute
products

LEVEL

REMARK

Threat of new entrants

Low

Bargaining power of
Customers

Medium

For any new entrants

permission should be granted
from RBI, and it is not easy to
have the permission. There
was many political and legal
issue. And the early
investment was very high.
Customer can switch to any
other bank very easily if
service was not good because
switching cost is low. But
most of time customers are
having their account in most
of the bank and they know

that every bank provide

similarly the same service.
In bank industry there is no
such supplier.

Bargaining power of
Suppliers

Low

Threat of substitutes

High

Because there are many public

and private bank. And also the
post office provide some of
the services, many private
firm provide easy loan scheme
to attract the customers.
People also started investing
their money instead of saving
them like stock market,
mutual funds , property etc.

Competitive rivalry

High

There are large numbers of

public and private bank and
market growth rate was also
high. The switching cost was
also very low and the services
provided by all the bank was
same.

INTERNAL FACTOR EVALUATION MATRIX:

Strenghts:
Key Internal

Weight

Rating

Weighted Score

0.06

0.24

Factors
HDFC bank is the
second largest private
banking sector in
India having 2,201
branches and 7,110
ATMs

HDFC bank is
located in 1,174 cities
in India and has
more than 800
locations to
serve customers

0.09

0.36

0.04

0.12

0.08

0.24

0.05

0.2

through Telephone
banking
The banks ATM card
is compatible with all
domestic and
international
Visa/Master
card, Visa Electron/
Maestro, Plus/cirus
and American
Express. This is one
reason
for HDFC cards to be
the most preferred
card for shopping
and online
transactions
HDFC bank has the
high degree of
customer satisfaction
when compared to
other
private banks
The attrition rate in
HDFC is low and it is
one of the best places
to work in private
banking sector
Total

0.32

1.16

1.16
0.32

= 3.62

Total weighted score of strength

Total Score for strength

Weakness:
Key Internal

Weight

Rating

Weighted Score

0.07

0.14

0.04

0.04

0.05

0.1

0.05

0.05

Factors
HDFC bank doesnt
have strong presence
in Rural areas, where
as ICICI bank its
direct competitor is
expanding in rural
market
HDFC cannot enjoy
first mover
advantage in rural
areas. Rural people
are hard core
loyals in terms of
banking services.
HDFC lacks in
aggressive marketing
strategies like ICICI
The bank focuses
mostly on high end
clients
Total

0.21

0.33

Total weighted score of weakness

0.33

Total Score for weakness

0.21

= 1.57

EXTERNAL FACTORS EVALUATION MATRIX

Oppurtunities :
Key Internal

Weight

Rating

Weighted Score

0.04

0.12

0.05

0.20

0.06

0.24

0.07

0.21

Factors
HDFC bank has
better asset quality
parameters over
government banks,
hence the
profit growth is likely
to increase
The companies in
large and SME are
growing at very fast
pace. HDFC has
good
reputation in terms
of maintaining
corporate salary
accounts
HDFC has very good
opportunities in
abroad
HDFC bank has
improved its bad
debts portfolio and
the recovery of bad
debts are
high when compared
to government banks
Total

0.22

0.77

Total weighted score opportunities

0.77

Total Score for opportunities

= 3.5

0.22

Threats :
Key Internal

Weight

Rating

Weighted Score

0.08

0.16

0.08

0.16

0.06

0.12

0.07

0.07

Factors
HDFCs
nonperforming
assets (NPA)
increased from 0.18
% to 0.20%. Though
it is a
slight variation its
not a good sign for
the financial health
of the bank
The non banking
financial companies
and new age banks
are increasing in
India
The HDFC is not
able to expand its
market share as
ICICI imposes major
threat
The government
banks are trying to
modernize to
compete with private
banks
RBI has opened up

to 74% for foreign

banks to invest in
Indian market.

Total

0.29

Total weighted score threats

Total Score for threats

0.51
0.51

= 1.75

0.29

Competitive Profile Matrix (Based on Key Success factors)

HDFC Bank has revised its deposit rates. The rates have been changed for maturities ranging
from six months 17 days to five years. The bank is also offering a maximum of 8.75%
interest on its retail term deposits.
ICICI Bank, the largest private sector lender in the country, pared deposit rates by 50 basis
points. The revised rates are effective from Tuesday, the bank said on its website. The lender
has cut rates across maturities ranging from 91 days to less than five years. It now offers a
maximum 8.75% interest on retail term deposit compared to 9.25% earlier.
Axis Bank has also reduced its deposit rates by at least 25 basis points from Tuesday.
The moves hardly surprised the industry analysts as they have been expecting lenders to
reduce their deposit rates to protect dilution in their interest margins.
Last week, State Bank of India (SBI), the largest commercial bank in the country had pared
its deposit rates by 50-100 basis points. Analysts expect other state-run and private banks to
mirror this move.
The net interest margin of banks has been under stress as the increase in cost of deposits has
outpaced the rise in yield on advances in the past one year. As loan demand has remained
largely muted so far this year the pressure on the margins is expected to intensify further.

Since average of HDFC bank is higher than SBI bank and ICICI bank thats means HDFC
bank is more preferred bank than any other bank. The reason behind this is HDFC bank have
low NPA ratio and service provided by the bank is also better than any other bank

DETAILED ANALYSIS (TOWS)

(i) Strength-Opportunity Analysis (S-O Strategy) :
Strength:
It is well know that HDFC Bank has the largest Authorised Capital
Base in the Banking System in India i.e. having a total capacity to
raise Rs.19,000,000,000 (Non Premium Value).

Opportunity:
Seeing the present financial & economic development of Indian
Economy and
also
the tremendous growth
of the Indian
Companies including the acquisition spree followed by them, it
clearly states the expanding market for finance requirements and
also the growth in surplus disposal income of Indian citizens has
given a huge rise in savings deposits from the above point it is
clear that there is a huge market expansion possible in banking
sector in India.
Strategy:
From the analysis of Strength & Opportunity the simple and
straight possible strategy for HDFC Bank could be - to penetrate
into the rural sector of India for expanding its market share as
well as leading all other Pvt. Banks from a great gap.
(ii) Strength - Threat Analysis (S-T Strategy) :
Strength
HDFC Bank is not only known for large capital but also for having
a
low
operations
cost though
having huge
number of branches and services provided.
Threat:
After showing a significant growth overall, India is able to attract
many international financial & banking institutes, which are
known for their state of art working and keeping low operation
costs.
Strategy:
To ensure that HDFC Bank keeps going on with low operation
cost&have
continuous business
it should
simply promote
itself well
& provide
quality
service
so as
to
ensure
customer loyalty, therefore guaranteeing continuous business.

(iii) Weakness - Opportunity Analysis(W-O Strategy) :

Weakness:
It is well known that workforce responsiveness in banking sector is
very
low
in
Indian
banking sector, though HDFC Bank has better responsible
staff
but it still lacks behind its counterparts like HSBC, HDFC BANK,
CITI BANK, YES BANK etc.
Opportunity :
In the present world, India is preferred one of the best places
for outsourcing of business process works and many more.
Strategy:
As international companies are reaping huge benefits after
outsourcing their customer care & BPOs, this same strategy
should be implemented by HDFC bank so as to have
proper customer service without
hindering customer
expectations.
(iv) Weakness - Threat Analysis (W-T Strategy) :
Weakness:
Though having an international presence, HDFC Bank has not
been
able
to
keep
up the
international standards
in
providing customer service as well as banking works.
Threat:
In recent times,India has witnessed entry of many international b
anks like CITI Bank, YES Bank etc. which poses an external entrant
threat to HDFC Bank as these Banks are known for their art of
working and maintain high standards of customer service.

Strategy:
After having new entrants threat , HDFC Bank should come
up with
more
additional
benefits to its customers or may be even reduce some fees for
any additional works of customers.

STRATEGY IMPLEMENTATION:
(A)

CORPORATE LEVEL STRATEGY :-

(B)

BUSINESS LEVEL STRATEGY :-

HDFCs business strategy emphasizes the following :

Increase our market share in Indias expanding banking and financial
services industry by following a disciplined growth strategy focusing
on quality and not on quantity and delivering high quality customer
service.
Leverage our technology platform and open scaleable systems to
deliver more products to more customers and to control operating
costs.
Maintain our current high standards for asset quality through
disciplined credit risk management.
Develop innovative products and services that attract our targeted
customers and address inefficiencies in the Indian financial sector.
Continue to develop products and services that reduce our cost of
funds.

HDFC Banks General Business Strategy :

Customer retention strategy

All charges have been waived off

Services like locker, de-mat, etc. would be charged at 50%.

The charges on debit card have been taken off.

Gave number to contact regarding any service.

(C) FUNCTIONAL LEVEL STRATEGY :Marketing strategy :

Segmentation strategy -

Demographics variables
Location - Metros & divisional cities

Occupation - Business person & Salaried class (both govt. & private)

Age - Senior citizens & Minor

Psychographic variables

Lifestyle - People who believes in modern banking with higher set of service
i. e. internet banking (incontact, mobile refill, travel currency card etc.)

Targeting strategy -

Target market

Corporate banking market : this market target the industries & fulfill their
financial needs.
Capital market : this segment is targeted on the long term needs of the
individual as well as of industries.
Retail banking market : this segment is for retail investors & provide them short
term financial credit for their personal, house hold needs.

Positioning strategy -

HDFC Bank has positioned itself as a bank which gives higher standard of
services through product innovation for the diverse need of individual & corporate
clients. So they want to highlight following points in their positioning segment :
-Customer centric
-Service oriented
-Product innovation
Promotions strategy of HDFC Bank
"It plans to send personalized mailers about various products to all those HDFC
come in contact with during these mass promotions." The bank has also tied up
with Business Today, to sponsor 10,000 copies of the magazine in each metro. The
cover of the sponsored copies would be the December issue of Business Today,
which rated HDFC Bank as the best bank in the country. On the opposite side,
would be an advertorial which would talk about HDFC as a `one-stop financial
supermarket'.
Gold Credit card: For providing the better services to the customers and promoting
their business, HDFC has launched the Gold Credit Cards. It's overloaded with
travel benefits - discounts, cash back offers, air miles redemption.
Gold Credit Card Features & Benefits
Attractive Reward Points - Earn 1 reward point per Rs 150 spent on the Gold
Credit Card.
Rewards points redemption - After earning all those reward points on your
HDFC Bank Gold Credit Card, redeem them for exciting gifts and services! You
could even convert them to airline miles with India's leading airlines through the
My Rewards programme.
Worldwide acceptance - Accepted at over 23 million Merchant
Establishments around the world, including 110,000 Merchant Establishments in
India.

Revolving credit facility - Pay a minimum amount, which is 5% (subject to

a minimum amount of Rs.200) of your total bill amount or any higher amount
whichever is convenient and carry forward the balance to a better financial month.
For this facility you pay a nominal charge of just 3.25% per month (39.0%
annually).
Free Add-on card - You can share these wonderful features with your loved
ones too - we offer the facility of an add-on card for your spouse, children or
parents. Allow us to offer add-on cards to you FREE OF COST with our
compliments.
Interest free credit facility - Avail of up to 50 days of interest free period
from the date of purchase (subject to the submission of the charge by the
Merchant).

Zero liability on lost card - If you happen to lose your Card, report it immediately
to our 24-hour call centre. After reporting the loss, you carry zero liability on any
fraudulent transactions on your card
Platinum Cards Get Additional Benefits
HDFC Bank Platinum Card Customers Get Additional Benefits compared to Gold /
silver or other entry level cards. For instance, consider this, HDFC Cards has a CoBranded Online Shop with Surat Diamonds. By virtue of being HDFC Bank
Customer, you are already getting big discount. Now add any item to your cart and
enter 558818 [6 Starting Digits of Platinum Card], you get additional discount.
This is just one such instance. You also get Petrol Surcharge Waiver, IRCTC
Charges Waived, etc.
Clear Trip Discount to Debit Card Holders
Use your HDFC Bank Debit Card to book any flight, hotel or train & get 10%*
cashback Domestic Air Offer - Book any Domestic Flight and get 10% cash back
on Base Fare or Rs.250 cash back per booking (whichever is less).
Trains - Book any Train and get 10% cash back or Rs.50 cash back per booking
(whichever is less) International Air Offer - Book any International Flight and get

10% cash back on Base Fare or Rs.600 cash back per booking (whichever is less).
Hotels Offer - Book any Hotel (Domestic/International) and get 10% cash back on
Base Price or Rs.500 cash back per booking (whichever is less). To avail the cash
back kindly enter coupon code HDFCTRIP during step 3 of the booking process
before payment.
HR STRATEGY :The Bank is a team focused organization that is characterized by

Collaborative relationships;

Approachable and open communications;

Courteous, efficient and effective services; and

Flexibility and fairness

PURPOSE
The purpose of this strategy is to ensure that the human resources values
framework incorporates four key principles, which are;
1. Communication
Banks management and staff will promote an environment where the principles of
open communication will be upheld. For the purpose of this policy ,open
communication encapsulates the idea of;
Mutual recognition an respect at all levels;
Freedom to express ones views and a commitment to
resolving any interpersonal conflict;
Promotion and development of two way communication
incorporating constructive feedback;
Appropriate dissemination of dissemination of information.
2. Opportunity Banks management and staff will promote a work
environment that provides opportunity for;

 Improved work practices;

Support of individuals in pursuit of personal and career
growth and
Encouragement of self development by recognizing and using
individual strengths.
3. InnovationBanks management and staff will promote an envioronment to
encourage initiative leading to flexibility and growth. This philosophy will
facilitate improved work practices , which meet organizational needs through the
challenging of preconceived ideas.
4. Individual
Banks management and staff acknowledge the importance of each individuals
contribution to the work of the Bank by recognizing their qualities , strengths and
abilities and sharing these across the Bank.
CONCLUSION:
Banking is also now being regarded as a versatile financial planning tool. Research
indicates
that Indians have four basic financial needs during their life asset accumulation (such as
buying a house or car), protecting their family, securing their childrens education, and
provision for their retirement. India being a country having a huge population of around one
billion people with only 32% of the banking population in India possessing banking the
country has a vast potential, which has been left untapped till now.
With this prospect HDFC is continuously working in this direction, but there are several
competitors already in the market with the similar strategy. This project concludes that with
the changing economical and political scenario bank sector faces many ups and downs but in
order to maintain the position HDFC needs to follow some differentiating strategy. Because it
has a very fine line of difference with its competitor ICICI and can outshine HDFC.
The project has given the clear cut vision as to how to differentiate its strategy from other
competitors an how to use the strength and convert the weakness of others as an opportunity.