Professional Documents
Culture Documents
February 2008
ICICI Discussion Framework
• Context
• Why Go International
• Opportunity / Competitive Positioning
• Process of Internationalization
• Competencies Required/Coherence of Resulting Strategy
& Organization
• Where is ICICI Today?
ICICI Context—History and Banking Industry
Quick facts about ICICI
• ICICI - Industrial Credit and Investment Corporation of India – was formed in 1955
• It was an initiative of the World Bank, the Government of India and representatives
of Indian industry with the principal objective to create a development financial
institution for providing medium-term and long-term project financing to Indian
businesses
• In the 1990s, ICICI transformed itself from a development financial institution to
become a diversified financial services group.
• In 1999, ICICI became the first Indian company and the first bank or financial
institution from Asia (non-Japanese) to be listed on the NYSE.
• ICICI is nowadays India’s second largest bank with assets of US$ 38.5 bn and
profits after tax of US$ 461 mn
• Services
– Front-office: Products & Services targeting the Indian Diaspora
• Under ICICI Brand name
• White-label
– Back-office: Services offered to other banks
• Markets
– Given ICICI core competences, what should be the positioning of ICICI
in terms of products and services internationally?
Opportunities – Customer Needs
Customer segments
NRIs
Indian Firms
Small
Large
BPO
Opportunities – Mkt Potential
Customer
segments
NRIs
Indian Firms
Small
Large
BPO
Targeting Markets/Customers
Phase 1 - Target the countries which are actively Our recommendation is a variation on
trading with India the India strategy. We believe that
Phase 2 - Target the Non Resident Indians and ICIC’s best strategy is to focus on its
Persons of Indian origin who still maintain contact domestic market, and to offer extensive
with India on‐line services in foreign markets.
· Phase 3 - Start tapping other potential
This strategy would leverage the
international customers who are doing business in
India. cultural ties of NRI to India
· Phase 4 - take advantage of home grown skilled strengthening the domestic banking
labor force in information technology and do business in India, while expanding into
compilation of data, its reconciliation and offer the foreign markets in a way that is less
these services to international financial industry. capital intensive. This strategy also
leverages ICIC’s capabilities in IT and
business processes.
(Karen Kotkow, Martin Croot, Diego Parlaghy, • As ICICI grow it should follow the
Chihon Park, Franco Herrera) following criteria:
Focus on countries with:
• market size (>$5B GDP),
high growth potential (>2% growth),
• significant Indian populations (Indian
population>5% of local population)
Market Segments/Required Capabilities
Potential Key
platform/Indian
* Location
IT remittance
(s)
distribution
Segment
NRI-$ Gulf
Small Indian
Firms
Big Indian
Firms
Market Segments/Required Capabilities
Potential Key
platform + Indian
mng’t capability
* Location
Multi-country
transactions,
Indian credit
IT remittance
(s)
Indian asset
Country of
distribution
products,
residence
capability
presence
clearing
Segment
Big Indian X X X X X
Firms
Customer
segments
NRIs
Indian Firms
Small
Large
BPO
Entry Mode: Its all about A and T!!
Breadth
Few products
Broad range
Where else?
ICICI could also try to identify markets in the world,
which have conditions similar to those that permitted the
success of the company in India, and install a subsidiary
there. Same issues, same solutions. By replicating it
successful Indian strategy, ICICI could, thanks to its
technology and offers, fill the gap of un-existing services
in other region of the world, and capture significant
market share there. Typically, developing countries in a
transition phase could be interesting targets. (Lars Husby,
Etienne Barritault, Eduardo Amorin, Michael Chiu, Adrien Lehideux)
Checklist -- Does this get you where you
were planning to go?