STRATEGIC GROUPS WITHIN THE INDUSTRY

Analyzing the Russian market, Sberbank has a leading position in the banking
sector, however, we can distinguish a strategic group in the industry. Let's build a
strategic map of the industry, based on indicators: Loans (%of customer deposits),
customer Deposits (%of total funding).

Following the figure, it is possible to define Sberbank's strategic group in the

field of financing and liquidity as part of: VTB, ROSBANK, Alfa-Bank, Gazprombank.
This situation is not surprising, since many of these companies are mostly state-
owned, and have similar policies.
In addition, following the international ratings in the
banking sector, Sberbank also occupies a high position in the
world. Thus, according to the "Brand Finance Banking 500"
rating, Sberbank ranks 21st, with a brand value of $ 12.361
million and a brand rating of AAA+. Sberbank's strategic
group, according to the rating, are: TD from Canada; Chinese
banks: Shanghai Pudong development Bank, China CITIC
Bank, Industrial Bank, Barclays Bank from the UK, ING from
the Netherlands. Sberbank of Russia claims to be the strongest banking brand in
the world, scoring 93.1 points out of 100.
At the same time, according to the rating " Top 1000
World Banks“, Sberbank ranks 32nd. The figure
illustrates a strategic map within the industry, based on
the criteria of profit size and company size.

Judging by the figure, it is possible to determine the composition of the

strategic group of Sberbank in the international market as, China CITIC Bank (26th
place), China Minsheng Bank (28th place), BBVA (33rd place).
Sberbank has the highest profitability, but, at the same time, has a low
indicator of the company's assets, that is, its size. If the Bank can increase the size
of existing assets, it will rise in the ranking quite quickly, and will be able to compete
for a place among the top 30 banks in the world.
LIFE CYCLE OF THE INDUSTRY