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PHÂN TÍCH PEST và SWOT của SEABANK KHI RA NHẬP THỊ TRƯỜNG NGÂN HÀNG bán lẻe

I. INTRODUCTION
1. About SeABank
Head office:
Tel:
E-mail:
Website:

25 Tran Hung Dao Str., Hoan Kiem Dist., Hanoi, Vietnam
(+844) 3944 8688 – Fax. (+844) 3944 8689
seabank@seabank.com.vn
www.seabank.com.vn

Founded in 1994, the Southeast Asia Commercial Joint Stock Bank - SeABank is one the first
Vietnamese commercial joint stock banks. Proud of its achievements of the past few years,
SeABank has been ceaselessly perfecting its products and services to pursue the policy of
sustainable development, aiming to be among the leading commercial joint stock banks in
Vietnam.
Over 18 years of development, the present capital SeABank is 5,335 billion and total assets are
nearly 102 trillion, the operations network includes 155 outlets in all 3 regions of the country
with more than 2100 staff who are trained, and have the system and depth.
According to clear development strategy, SeABank chooses to cooperate with the leading

shareholder in the domestic and international. The most typical foreign strategic shareholders
is leading financial and banking group in Europe and in the world - Société Générale (France)
that has a thickness of 150 years of experience, and the domestic strategic shareholders are
VMS Mobifone, Vietnam Gas Corporation (Petro Gas).
With internal resources and strong foundation, SeABank always aim to become a typical retail
bank in Vietnam with the outstanding value of brand reputation and quality of products and
services. The whole point of banking transactions across the country are under construction Outdoor Furniture by international standards, ensuring the technical, aesthetic and brand
identity, which has contributed to creating not transaction time of a professional typical retail
bank, offering convenience to customers when transactions.
2. Development Strategy
Constructing and developing SeABank to become a typical retail bank in Vietnam is
SeABank’s development strategy core of the future. In the development strategy of retail

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banking, SeABank will focus specifically on individual customers (beginning with the mass
market and middle market, then the market will advance to higher levels), but still focus on
developing small and medium enterprises and some large enterprises. The products and
services are designed to suit diverse needs and financial capacity of each subject and different
customer segments.
3. Mission
SeABank strive to become typical retail bank in Vietnam with the outstanding value of brand
reputation and quality of products and services, property ... SeABank committed to bringing
customers a set of products - professional services that meet the needs of individual customers,
optimizing value for customers, shareholders benefit and the sustainable development of the
Group, contributing to the overall development of the community and society.
4. Vision
Thriving on system structure of a retail bank, gradually establishing a model of specialized
investment bank and full development of the model of a banking group - diversified financial,
with outstanding value in quality products and services and brand reputation.
5. Motto
A comprehensive, safe, efficient and sustainable develop
II. LAUNCHES THE RETAIL BANKING MODEL IN VIETNAM
In recent years, the commercial banks in Vietnam have focused more and more on the retail
market. Until 2014, Vietnamese retail banking market is entering another boom with the
participation of over 100 credit institutions, including 48 commercial banks and 53 branches of
foreign banks.
We can see highlights from 2013, the joint-stock commercial banks such as Vietcombank,
BIDV or VietinBank are promoting the most prominent retailers of which, BIDV is with a very


professional retail system. As a customer of BIDV and many others, we found themselves that
BIDV also deploy advertising much stronger than the other banks.
How to survive in an environment of increasingly tough competition? Some banks have
developed thanks to the support of the foreign banks like Techcombank partnership with
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HSBC, Sacombank in cooperation with ANZ or SeABank typically with acquisitions from
selling 20 % stake to Societe Generale. Thanks to the advice and assistance of the foreign
banks, SeABank retail products were quickly put on the market and a direct blow to the final
consumers who are individuals or small and medium businesses. To 2014, SeABank brand has
become quite strong due to the investment in developing a professional brand. The study of
professional finance in the world has shown that the development of retail banking is an
inevitable trend for the banking industry. Vietnam’s banking system is no exception.
Accordingly, a successful retail banks need to assert an intimate relationship between story and
brand differentiation. It is not only the difference in quality of service, product innovation, but
also in how brands to create products and services unlike other banks. Even changing the
brand identity, SeABank has changed from blue to red - the favored color in Southeast Asia in
general and Vietnam in particular.
Thus, looking at the overall picture, with more than 100 credit institutions participating retail
market in which 48 commercial banks and more than 53 foreign credit institutions in (a large
number), until now, whether retail banks still attractive to other banks as market participants
begin?
To test this, we applied the 05 competitive pressure of Michael Porter to assess whether retail
banks have also taken an interest.
About 05 competing pressures models of Michael Porter:

According to Michael Porter, the intensity of market competition in the domestic industry
affected any of the following five competitive forces:

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1. The power supply shown in the following characteristics:
- Concentration of suppliers,
- The importance of the number of products to providers,
- The difference of vendors,
- Impact of inputs on cost or product differentiation,
- Switching costs of firms in the sector,
- The existence of alternative suppliers,
- The risk of strengthening the unity of the supplier,
- Cost of supply compared to the total income of the sector.
2. Alternative risk reflected in:
- The conversion cost in using the product,
- Trends in the use of alternative clients,
- The correlation between price and quality of the replacement item.
3. Barriers to entry show in:
- The absolute cost advantage,
- An understanding of the market cycle fluctuations,
- Access to the inputs,
- Government policy,
- Economies of scale,
- The capital requirements,
- Specificity of trademarks,
- The cost of business transformation,
- Improved access to distribution channels,
- The possibility of retaliation,
- The proprietary products.
4. Customers express power in:
- The bargaining position,
- The number of buyers,
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- Information that buyers have,
- Specificity of trademarks,
- Sensitivity to price,
- The product differentiation,
- Concentration of clients in the industry,
- The level of availability of substitute goods,
- Engines of customers.
5. Competition shown at:
- The barriers if they want to "escape" from the industry,
- The level of industry concentration,
- Fixed costs/ added value,
- Status of the industry,
- Status of excess capacity,
- Difference between products,
- The switching costs,
- Specificity of trademarks,
- Diversity of competitors,
- Screening status in the industry.
III. ANALYSIS SWOT AND PEST OF SEABANK WHEN JOINING THE RETAIL
BANKING MARKET
1. PEST ANALYSIS
 Political
- In the current regulatory and future environment: Currently, the State Bank is leading banks
to focus and write-offs while promoting measures to promote retail and medium-sized
businesses. This is an opportunity for the retail banking market as SeABank expansion and
business growth.
- Regarding the management and workflows: This moment is the moment of the fierce
competition of retail banking, after 05 years of building retail bank, SeABank has provided

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systems and products stabilize the business and scientific advice by SG - France. 2014 is an
ideal time to rise and break.
- The government's policy: Currently, state banks reduce interest rates to as low ceilings,
which create conditions for commercial banks reduced lending rates to boost credit. This is a
good condition for a bank stability fund as SeABank. Not too pressured by a shortage of funds,
SeABank will have the opportunity to pass the other competitors, the bank worry about having
to find ways to raise capital and savings rates, which greatly affect rates lending due to
pressure on margins.
 Economic
- The economic situation in the country and the world: Currently, the recession is slowly being
pushed back; the countries begin to show recession recovery with positive growth. Vietnam is
one of them. Indicators of real estate and securities are also showing the recovery with positive
growth but are not high. This shows that in 2014 the economy will have certain advantages for
the bank is a pivotal year for the corporate recovery business.
- The general and tax issues specific to the product / service: In order to overcome difficulties
and support for business, in 2014, a number of policies and reduction of the lease is applied . It
is expected that 2013 will be reduced by about 5,000 billion based on policies such as: 06
-month extension of the deadline for payment of corporate tax, corporate income tax imposed
20 % (instead of 25 %) for small and medium businesses. Reduce VAT to 50% from
06/30/2014 to 07/01/2013 and end on the business activities of social housing, along with the
proposed reduced registration fee for passenger cars under 10 seats sitting under the direction
of first-time car registration fee rate was 10 % overall, the local adjustment increases shall not
exceed 50 % of the general regulations; Registration for 2nd car afterwards the rate not
exceeding 2 % and uniform implementation across the country. These policies will be
beneficial for the key products of the bank’s loans to buy houses, buy cars, especially retail
banking products.
- On the market cycle: After a period of crisis, 2014 will be the year that predicts Real Estate
Securities will have the same chance of recovery. The retail banking as SeABank also has
policies to promote real estate loans and securities in order to prepare for this cycle.
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- The distribution trend: At present, more and more investors and companies are in associated
with banking distribution products. Distribution of the bank business and vice versa, based on
the development of lending products businesses (and home loan products, automotive, and
consumer lending products shopping installments) is very lively place. This greatly affects the
customer, the end consumer. The budget deficits for spending will be offset from the bank.
This is a new trend when people can own these expensive products without the use of
accumulated money. This is also an opportunity for banks to boost retail products such as
credit cards, consumer loans.
- Regarding interest rates, exchange rates and monetary issues: state rate remained stable in
recent years, inflation is under control very well thanks to the fiscal policy of the state. Interest
rates as mentioned above are ideal for the people and companies spending and business
activity.
 Sociocultural
- Regarding trend of lifestyle change: People are slowly changing perceptions about the
purchase and consumption. Instead of accumulating money and wait until enough people
willing to Vietnam current bank loans to carry out dream of owning. This is common in
developing countries and will become the future trend. This is very beneficial especially for
banks and banks as SeABank oriented retail.
- Attitudes and opinions of customers: customers now have identified changes in banking.
Before approaching the bank is very difficult and banks in "aired on" than customers but now
everything has changed. Customers become true god and they look to banks offer better
service and style. As one of the banks with the best service in Vietnam, SeABank will certainly
be well positioned to compete with other banks.
- On the issue of media: More and more banks are more concerned about issues of
communication and brand and company image. SeABank communication budget is not big,
only 05 billion per year and much lower than many other banks. It also shows the trend for fair
competition between the banks and the banks becoming more like company.
 Technological

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- Independent or dependent technology: Currently banks are equipping their technology and
technology-independent. There is no more binding regulations from state banks. The level of
technological perfection allows banks increased competitiveness with rivals thanks to the
completion of high-tech products. In 2012, SeABank was named No. 01 bank in Vietnam in
information technology, this shows the competitiveness of high-tech products is very large
SeABank.
- Complete technology also helps retail banks as SeABank finishing production capacity when
the current life increasingly demanding high technology platform.
The PEST analysis model showed favorable conditions for retail banking in general and
SeABank in particular. 2014 is the year to break the bank and SeABank retailers will have the
opportunity to develop the platform has been built in the past 05 years.
2. SWOT ANALYSIS
a. Strength
- Big business and stability capital
- Having the support of capital, banking experience from the world's leading banks - SG
- Young potential and thoroughly trained staff
- Have a solid technology platform for product development.
- There are very good quality services.
b. Weakness
- SeABank brand is not really strong; brand strength is not as great as the other banks like
BIDV, Vietcombank and Vietinbank or other big banks like ACB or Techcombank.
- Bank size is small with only over 150 outlets across the country. Compared with 1000 points
of Vietcombank and BIDV transaction, it is a very small number.
c. Opportunities
As the analysis in PEST model, SeABank opportunity is huge in the moment. The market
conditions are favorable for the smaller banks may fair competition with the big banks. As
small banks as those with strong technology and service quality with all the deployment
process, SeABank will have good conditions and strength to compete in the market.
d. Threaten
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SeABank will face threatens from:
- The economic downturn remains a strong influence on the economy. Worries about bad debt
and the cumulative amount of people will affect the bank's progress. But here is the challenge
for the whole banking sector.
- The threaten comes from the development of large banks now that they are starting to see a
change in approach to the market.
- The threaten comes from the rival par and the strong rise of the smaller banks.
- Finally, the internal threaten from SeABank, how to retain good employees, whether the bank
has invested the largest expenses for communications and product development to further
break
Opportunity exists. Going along with it is the challenge. SeABank need to rely on more and
raise the level of their strengths and limitations in order to gradually overcome these
weaknesses in order to increase competitiveness and breakthroughs in the coming years.
IV. ANALYSIS THE ATTRACTION OF RETAIL BANKING MARKET IN VIETNAM
TODAY
1. Firstly, the power of suppliers.
Supplier of input here represents the industry. With the banking industry, most providers are
interested in people who deposit money. The nature of the banking business is the unit of
currency, the main source of income for banks is still related services such as lending money,
money exchange and special in receiving deposits. Here is as provider of banking customers.
On the purely business as a company, the depositors are in the position of suppliers.
Vietnamese are very interested in the issue and accumulated savings. According to a global
survey report on consumer confidence by Nielsen published - new market research firm,
Vietnam is the most economical country in the ASEAN region. Specifically, 74 % of
Vietnamese surveyed said that they would save money after they have covered essential living
expenses in life. Indonesia is ranked second ( 72 % ), followed by the Philippines ( 68 % ),
Thailand ( 66 % ), Singapore ( 64 % ) and Malaysia ( 63 % ). These countries are in the top 10
saving countries in the world.
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0% of respondents in Vietnam said that they change their shopping habits to save money
surplus. In particular, spending on new clothes and entertainment items outside the home is the
first choice cuts and plans that are gas and electric. Savings is still the first choice for
consumers who want to protect their family budgets. With the savings rate, people can talk to
the bank of inputs is very large because the ratio of the money remaining after expenses of the
people of Vietnam at about 20%.
Summary table of income - average cost in 2012 (thousand dong)
Expense
1608

Income
2000

The remain
392

NATIONWIDE
By urban and rural
Urban
2304
3071
767
Rural
1316
1541
225
By region
Red River Delta
1898
2304
406
Midlands and northern
mountains
1196
1285
89
North Central and Central
Coastal
1406
1469
63
Highlands
1535
1631
96
Southeast
2145
3241
1096
Mekong Delta
1373
1785
412
Source: According to the official data of General Statistics Office

Percentage
20%
25%
15%
18%
7%
4%
6%
34%
23%

Thus can be seen with the 90% of the population participated savings income, the bank's input
is still very large. In fact over the years, savings, gold and securities remains one of the main
channels of savings which save is the majority. Also, according to the analysts, the economic
situation as the current unrest, Real Estate will not be liquidated, gold and high-risk securities;
savings will still be the first channel investment.
Meanwhile, in order to stimulate economic growth, the central bank cut interest rates to very
low ceiling (6 % / 01 years). This is a record low interest rate ceiling. This makes the “status”
of the people becomes weaker compared to the previous year. Without savings, people also do
not know where to invest in profitable during this time. It can be seen in the recent past, when
waves cut rates even more pervasive, many customers are wondering, laments for their
deposit. Not absorbed in looking at the locations where the highest interest rate to send. Excess
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cash but output has not caused many banks to reduce interest rates. Most bank shares were
down from 0.1-0.3 percentage points in the short term, in which some banks to cut interest
rates twice in the past week. Interest rate cuts, but according to experts, the money will not
flow out of the banking system, by savings deposits is still a good investment today. But many
cannot even attractive, but this is still a pretty safe choice and peace of mind by positive real
interest rates, as compared to other channels, such as gold, securities, real estate, which have
too many risks.
2. Secondly, the replacement product
For the output of prominent banks and most interested in are still lending products. So far,
credit still gives most profitable to the bank. Along with lowering the basic rate ceiling, many
banks are fast reducing interest rates to stimulate credit. Experts said that if the bad debt
settlement has no obvious changes, the reduction in lending rates will come mainly from
existing loans. In fact from the first day deposit rate ceiling fell down 6 % / year (on March
18th), many banks have announced programs to reduce interest rates for loans. Typically:
Lienvietpostbank with “preferential loans - Reduced rates all year program totaling 2,000
billion and $ 100 million. Along with a series of BIDV, Agribank loan interest rate applied at 8
% / year for priority subjects. Private lending rate of ordinary objects, BIDV continue to
adhere to the ceiling rate of 13% / year for loan production business. Particularly for shortterm loans less than 6 months must not exceed 9.5 % year... SeABank also launch lending
program in the first month 0 % and 8 % in the next 11 months, this program is being evaluated
as a attractive to people. However, not everyone is qualified to meet the needs of the bank. To
meet the conditions of the bank, the customer must be really good. Currently, although the
mechanism is open a lot compared to 2013 but banks are still cautious and largely focused on
the treatment and prevention of the risk of bad debt. Facing the situation, many businesses and
people deployed in the loan or other credit institutions. This is considered as substitutes for
bank products. However, high interest rates and low loan makes the products of these
organizations have no competitive alternative. Waiting for easing bank lending and lower
interest rates is still the plan, but many businesses and people are still waiting.
3. Thirdly, the barriers to entry
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Currently, we can see the retail sector is experiencing a lot of advantages for the development
and increasingly more banks joining retailers. First, when the economy is stable, strong
growth, focusing on wholesale banking, it provides high profit. However, when the decline, a
number of corporations, businesses, factories loss and inability to pay. These loans in the past
investments begin to turn bad debt makes provision amount rising, seriously affecting the
profitability. Therefore, to minimize risk, financial balance, the bank was forced to divert to
invest aggressively, seeking profits in the retail market to compensate for the losses in the
wholesale market. Second, Vietnam's population has reached 90 million people. Number of
persons accesses this service to banks at 30 %, still large geographical balance. In addition, the
ability to receive information of the younger generation fast, number of mobile users,
Internet ... and more. Moreover, the fiscal policy of the government is accelerating the retail
bank.
4. Fourth, on the client side
For the market mechanism, the customer is king, however, in a few cases it was not so. For
retail banks, if the card is sold or the sale of electronic banking services, savings... the
customer is king right now as more and more of the promotions, the program reduced boost
sales and prices of products and services on the market is flooded with customer service. Look
at the bank; they can also save the program from large to small. SCB has “Summer Savings
program - getting luxury car”, SeABank has birthday program for 20 years, and BIDV has a
full program of fun lucky with lending products, programs equally vibrant. Most banks have
lending products with low interest rates together with lots of incentives.
The program for the new credit card are really exciting, the current one certainly has a lot of
credit card and receive their weekly promotional information about several programs credit
card discounts at places associated with the bank. Never before have discount programs for
active credit cards again this year as the economic downturn, people want to find discounted
items and cheaper than usual. So, does the customer really have high positions in the banking
industry? The reality is not so, to meet the loan documents or credit cards, customers must go
through many procedures are strictly managed bank can "buy" the goods. As for savings
products, the economic downturn and the high risk of other sectors that customers still know
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put the excess money into savings. Customers still need banks, just choose to bank
transactions only.
5. Fifth, internal industry competition
Retail banking market in Vietnam is becoming more competitive with the race aggressively in
technology, utility networks and services. With “this war”, in the next 5 years, banks will
market witnessed sharp increase in the proportion of people have access to modern banking
services. “Gold Storage " was made for the big commercial banks quietly put into the sights,
especially the volume and foreign shares. They began redirecting investment focus to fully
exploit this Promised Land.
Thanks to the broad network, a dense distribution channels, domestic banks have advantages
in their home, accounting for 90% retail market share. However, foreign banks as ANZ,
HSBC, Standard Chartered, HSBC, Shinhan Vina... are gradually asserted their names on the
market. The promotions in recent times have shown that foreign banks are attacking the retail
market in Vietnam forcefully. According to the predicted state banks, after 2015, the retail
market will be the key market of the foreign bank and currently 80-90% more retail customers
of foreign banks was Vietnamese.
According to statistics from the State Bank of Vietnam, the current system of credit institutions
in Vietnam quite adequate, including 48 commercial banks, two policy banks, 53 branches of
foreign banks, 28 credit institutions non-bank credit, 02 microfinance institutions and the
system of people's credit fund including 01 cooperative banks

and 1,414 funds basis.

Although only developed in the early stages but the retail sector has been contributing
significantly to the economic growth of the country. On average, each year, the retailer’s
contributions to the national GDP are about 14 %. By 2014, the sector's contribution to GDP
will increase to 23 %. Especially in the context of population of our country have 90 million
people, mainly the young population, and 70 % of income for shopping. Before this great
potential, obviously towards developing retail banking services is the choice of the commercial
banks in Vietnam. This is shown in the plan to restructure banks and bank equitization.
Survival at risk, some banks began trying to create a distinctive stamp to gain market share.
Individual consumer loan products are considered the most visible first banks to compete with
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each other. As discussed above, almost all banks lowered interest rates for this object down
from 10-11 % / year, makes real interest rate differentials( after deducting expenses) leaving
only 1 to 2 % , the difference is very difficult to compensate if the risk occurs . Not inferior,
foreign banks continued promotion through the issuance of credit cards. HSBC has 50 stores
link partners to implement preferential procurement payments program, enables buyers,
amortized over 12 months with 0 % interest. In this "campaign”, HSBC confirmed, without
collateral or guarantee, customers can borrow up to 250 million, disbursed within 48 hours,
flexible loan terms from 12 to 48 months procedures simple and quick. Also to mention is the
other credit institutions in competition with the block list for the product that is not a great
bank loan products shopping motorcycles, computers or mobile phones only within 20
minutes. Customers only need to have their identity cards and driving licenses can be
borrowed money. Although interest rates are high hurdles but also many customers choose this
form to access capital. The race on the retail market cannot stop, of course it will "consume" a
lot of time and manpower. Therefore, in the last 2 years, the bank's market has very much
disturbed. Besides firing thousands of employees, the bank has continuously recruit thousands
of employees and collaborators to expand consumer credit, card issuance, loan management
online retail market... bank is heating up day by day and clear the level of competition is very
high. However, there is still direction to the development of the banks.
As we all have well known, to develop retail services must have large technology investments,
while Vietnam's banks still limit in financial resources. As banks invested heavily in high
technology, the bank will be more beneficial for the future. Currently, services, banking
products in Vietnam are almost the same, too traditional and not make a difference to attract
customers. Besides, the difference between the units has not been clearly shown. To achieve
success, each bank must always find a difference; a path to create a personal brand and banks
will have different opportunities. In the context of the banking market is more volatile,
customers require increasingly complex and competition between banks increasingly fierce,
the development of competitive advantage through innovative distribution channels and up
optimization activities will help retail banks and stand development in a new situation. There
are many banks have the initial products for niche markets and bring the difference. SeABank
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has saving products "Nurturing dreams" for young families who want to save money for their
children in the long run, along with the Teacher Loan product, type of customer is teachers.
Ocean Bank has military lending products and armed forces, hit the block customers who are
in the military or police. The product is particularly oriented can go to the banks and also the
opportunity to progress to the banks customers demand more clarity.
Clearly, the analysis is based on 05 models of competitive pressures of Michael Porter; we can
see retail banks are still very attractive. Only 20-30% of Vietnam's population has access to
banking products, we can see the market is very large. Retail banking is the inevitable trend of
the commercial banks in the world as well as in Vietnam by:
- Competition in the financial services and increasingly fierce in Vietnam.
- More and more non-financial institutions involved in this field.
- This is a new frontier left open in a populous country with high growth potential in the
coming years; residential consumers have high growth potential.
- The diversity of business activities increasingly powerful.
Currently, the management of commercial JS banks in Vietnam is targeting activities in 2015
even in 2020 to become a leading retail banking, customer-oriented small and medium
enterprises or individual customers. The state-owned commercial banks have also identified
the retail market in the plan to restructure banks, bank equitization after 2010. Later in 2015,
the retail market will be a key market where foreign banks buyers will exploit strong after a
solid set foot on Vietnam market. In addition, the social needs of the service and their utility
and increasing innovation. The retail and service commercial bank of Vietnam is increasingly
diversified, becoming more uniform with the implementation of most of the banks, giving
customers more options to choose. In particular, the product of electronic banking has become
increasingly widespread and popular: If in 2004, only 3 banks deploy the Internet banking
services and by 2008, this number up to 25, mostly provide information, bill payments
periodically shifts the focus in the system, including 5 banks in Eastern Asia Bank,
Techcombank , Asia Commercial Bank, Citibank, Indovina bank is transferred out of the
system in a total of 11 banks transfer online function. There are three Eastern Asian bank,
Vietcombank, Asia Commercial Bank has fully implemented of all 3 of Internet banking is
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content to provide information, communication and transaction. Privately Asia Commercial
bank deploy Home Banking, Mobile Banking, Phone Banking service to all individual
customers have paid a deposit account at the bank. In addition to the utility when using
electronic banking services, customers also enjoy preferential service charges. Particularly the
free Internet banking service, we can see two problems emerge: (1) commercial banks perform
fast and comprehensive than the utility of electronic banking SCBs below; (2) commercial
banks have foreign elements perform this service with the convenience and superior quality
compared to Vietnam's commercial banks (HSBC Vietnam is Global Finance which is a free
Internet service bank banking best Vietnam 2009). Until 2013 there were 35 banks perform
online transfers. The development of this storm is from the fierce competition of the banks.
Card Services is becoming increasingly common in the population strata, the utility enterprise
with many types of credit cards. The transition from magnetic stripe to chip cards using a right
direction and necessary to preserve the customer, although the technology needed, manpower
and cost. According to statistics from the central bank, the banking system has gan15.000
ATMs, over 54,000 points of sale (POS).
Thus can be seen clearly that retail banking will remain the trend for banks in 2014 and
Vietnam in the coming years. This clearly remains a very attractive industry to banks or other
institutions to invest in. Current constraints in the expansion of retail banking services to the
modern commercial banks to meet the needs of Vietnam's economy by: Strategic development
of the commercial banks have many similarities, development services such as retail, service
business or on the currency market, network expansion and development of human resources,
technology, executive management... this development reflects ground general, but is also
difficult in the construction of each strategy when banks want to build their own before the
public. In addition, the coordination between the commercial banks in the implementation of
the transaction also causes less waste of funds and time, unnecessary competition among
banks, the difficulty for the selection of the businesses using banking services. Efficiency is so
low.
About the State Bank, by the commercial banks are universal banks, therefore, state
management will be difficult due to lack of information, experience management, space
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technology, and cognitive process level. To overcome these points to the retail sector develops
further, the banks have more diversified product portfolio is not only common but also the
specific products, applications need information technology widely not only in the system but
also the connection between the banks of the service requires connection as money transfer
services. Need to choose the product "core" of each to create brand distinctiveness and
attractiveness in particular, focus on existing markets and real concern to new markets in the
context of competition with banks state.
The above article has confirmed the retail sector is still attractive and will be the trend of the
commercial banks in Vietnam. Based on the model analysis of competitive pressures of 05
Michael Porter might recognize this. Posts longer term due to lack of information and the
comparison between banks in particular and the general market. These limitations will be
overcome if there is a thorough investigation and more scale.
Reference
 Strategic Management Syllabus – PGSM
 Website: www.gso.gov.vn
 Website: http://www.sbv.gov.vn/

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