Exploring the competitive environment of a South African bank
Steyn, Elizabeth Magdalena
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The main objective of this study was to explore both the internal and external environment of the South African banking industry to enable Bank A to identify and determine their competitive advantage. Detailed knowledge regarding the internal and external environment will enable the management of Bank A to make informed decisions and in turn develop competitive strategies. Bank A is in the process of moving into the retail and wholesale market segment within the banking industry. As a small niche bank, it is a daunting task for Bank A to move into the retail and wholesale market segment as the latter is dominated by the "big five" banks. An analysis of Bank A’s competitive environment is therefore critical. New entrants to the banking industry have been responsible for increased competition and have furthermore contributed to many new challenges in the retail and wholesale segment of the banking industry. By obtaining competitive advantage or moving into new market segments has become important for managers to gain market share. As such, accurate and timeous information about markets and competitors allow managers to make better informed strategic decisions. The study is important as limited information is available about the South African banking industry and the ability of companies to move into previously unexplored market segments. The aim of this study has been to fill this knowledge gap by providing information about the competitive environment of the banking industry and thereby enhancing strategic decision-making for any bank aiming to move from one market segment to another.