1.

POLITICAL FACTORS
ICICI Bank Limited’s long term profitability in a certain country or market. ICICI
Bank Limited is operating in Money Centre Banks in more than dozen countries and
exposes itself to different types of political environment and political system risks.
The achieve success in such a dynamic Money Centre Banks industry across various
countries is to diversify the systematic risks of political environment. Monetary policy
of RBI has been restrictive over last couple of years with more intervention by RBI
into money market. This was more on account of inflationary pressure that the
economy was facing.
2. ECONOMICAL FACTORS

India's economic flexibility is obstructed by its weak economic structure, with very
low per capita GDP. However, this risk is partially covered with the growth
prospectus that India has and with its characteristic of being a well-diversified
economy. Growing economies offer wide-ranging growth opportunities to the ICICI
Bank Limited. Similarly, it is important to understand the industry lifecycle stage.
Entering in mature industries can be more challenging due to market saturation than
industries at the growth stage. The GDP growth rate will determine the ICICI Bank
Limited’s ability to pursue its long-term growth strategies. High GDP also signals the
consumers’ ability to spend more on offered products. High unemployment signals
the availability of surplus labour at comparatively lower wages. Operating in such a
market can lower the production cost of ICICI Bank Limited.
3. SOCIAL FACTORS
Changes in demographic patterns like aging population, migration trends and socio-
economic variables have paramount importance for international business
organizations like ICICI Bank Limited. Studying the demographic characteristics can
help ICICI Bank Limited. The power distance within any society shows the
acceptance of hierarchy and income inequality. ICICI Bank Limited must adjust its
business management practices while entering in markets with high or low power
distance. ICICI Bank Limited. Need to study the traditionally assigned gender roles to
align its marketing and communication practices accordingly. Marketing and human
resource strategies in a traditional, patriarchal society with clearly distinguished
gender roles will be different from societies with low gender stereotypes.

4. TECHNOLOGICAL FACTORS
The development of information and communication technologies has led towards the
adoption of innovative marketing techniques to enhance collaboration with customers.
Use of social media has become common in a modern business environment. ICICI
Bank Limited. Can leverage the opportunities offered by social media marketing to
improve business performance. ICICI Bank Limited. should carefully consider the on-
going technological innovations to stay ahead of the competition. A close eye should
be kept on analysing the 5G and determining its potential to deliver positive business
outcomes through enhanced user experience, increased speed and expanded access.
The adoption of new technologies has shortened the lifecycle of new product
development. Today, new products are developed quickly, and supply chain partners
have also gained more power. It pressurizes the ICICI Bank Limited.
5. LEGAL FACTORS
ICICI Bank Limited must follow the employee/labour health and safety laws as some
countries have strict regulations to ensure labour safety. Providing a secure work
environment for the workforce is the ethical and moral obligation of ICICI Bank Limited.
Similarly, anti-discrimination laws also need to be carefully studied when developing
human resource practices as discriminatory suits against employer harm the
organizational image and affect organizations’ ability to attract and retain the talent. The
data protection has become an important issue due to consumers’ privacy and security
concerns. ICICI Bank Limited needs to study data protection regulations to protect the
customer data. Moreover, there are laws to set the maximum price, ensure a certain
quality standard and protect consumers from fraudulent marketing claims.

6. ENVIROMENTAL FACTORS
The growing environmental pollution coupled with technological advancement has
compelled business organizations to adopt innovative recycling and waste management
practices. Moreover, adopting efficient waste management practices in organizational
units that are located in or near urban areas is highly crucial for ICICI Bank Limited.
CICI Bank Limited can benefit from it and invest in renewable technologies to ensure
long-term sustainability. This investment will also increase stakeholder satisfaction and
expand the customer base due to enhanced brand image.
 REFERENCE
1. http://www.4-traders.com/ICICI-BANK-LIMITED-9058868/news/ICICI-offers-24X7-
banking-facility-17544771/

2. http://www.bms.co.in/unorganised-money-market-indigeneous-banking/

3 http://www.gktoday.in/number-of-branches-and-atms/

4. http://www.icicibank.com/aboutus/about-us.html

5. http://www.icicibank.com/aboutus/awards-13.html