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Published on Sep 03, 2023


Standard Charted Bank has been established for over 150 years. It spans the developed and emerging economics of the world with a network of over 500 offices in more than 50 countries. With an objective to become a world-class bank, Standard Charted has adopted the strategies of:

Building a world-class business: Focus on core business, provide superior customer services, and generate maximum returns and benefits for shareholders.

Staying lean and focused: Invest in core business, optimal usage of resource, and manage performance by balancing cost and risks.

Recognized as a wining organization: Developing capability to the fullest, instill global, inject pride into the minds of the people to get connected to Standard Charted Bank.

Overall this introduction part has been discussed under three different heads viz. Industry Profile, Company Profile, and Services and Products profile for the better comprehension.

Standard Chartered is the world s leading emerging markets bank. Its headquarter is in London. Its business however has always been overwhelmingly international. It employees 30,000 people in over 500 offices in more than 50 countries in the Asia Pacific Region, South Asia, Middle East, Africa, United Kingdom and the Americas. It is one of the world s most recognized banks, with a management team comprising 70 nationalities. The bank serves both consumers and Wholesale banking customers. The Consumer Bank provides credit cards, personal loans, mortgages, deposit taking activity and wealth management services to individuals and medium sized businesses. The wholesale bank provides services to multinational, regional and domestic corporate and institutional clients in trade finance, cash management, custody leading, foreign exchange and interest rate management and debt capital markets.

Objectives of the Study

The study was designed and conducted to accomplish the following objectives:

1. To create market awareness.
2. To know about decision makers.
3. To analyse the market potential of the product Mileage .
4. To judge the level of awareness for product Mileage
5. To check the satisfaction level of existing customers.
6. To know about customer preference.
7. To identify the criterion on the basis of which customer selects a particular bank.

Scope of the Study

The purpose of research is to discover answer to questions through the application of scientific procedures. Through each research study has its own specific purpose, we may think of research objectives as falling into a number of following groups: -

To gain familiarity with a phenomenon or archive new insights into it.

To portray accurately the characteristics of a particular individual, situation or a group.

To determine the frequency with which something occurs or with which it is associated with something else.

To test a hypothesis of a casual relationship between variables.


Limited competition.
Good reputation of the bank.
Quality of service.
Highly cooperative and efficient DST.
Experience of 150 years.
Exclusive Products.
Use of modern technology like Tele Banking, ATMs etc, which makes service
delivery faster.
Wide range of services and product to suit all customer segments.
Operational efficiency


Target customer base very small.
No presence in semi urban sector.
Promotional campaigns are nearly absent.
Poor advertising.
Less number of ATM s and Branches (In PCMC area).
High interest rates.


Can build a strong distribution network in semi urban cities to trap the untouched market.
Customer education will improve the customer base.
Increasing awareness will result in increase in customer base.
None of the players in the market is concentrating on this category of the product.
Numbers of car drivers are increasing very fast, especially with IT boom Pune has high potential.


Competition with big giants like ICICI and HDFC.
Spread of risk.
Challenges posed by other companies in the market.
Overdraft rates have gone high.
Lower customer base may hinder prompt service.


Public happens to be a little hesitant in disclosing their financial dealings with everyone. Moreover, people are much more conscious and are of view that they have enough knowledge of the products and services provided by the various banks. On the other hand, people banking with their own banks for 15 to 20 years are more loyal and are less susceptible to switch over to Standard Chartered. Here they are being provided with all the facilities. They do not try to break up their long lasting relationship. Thus, to change mindset of the customer requires a lot of time and cannot be done easily. The other major drawback is that the accounts personnel are not ready to give much information about customers banking with them. They would not talk about investments made by the CEOs, MDs etc. As far as the corporate level is concerned, they are still more comfortable to share information. The aim of the research was to check the feasibility of the services provided by Standard Chartered Bank on the basis of primary and secondary data and also to check the awareness of the services offered by the same and analyze the data available with the help of various statistical methods.

The Standard Chartered Bank has a global presence. It has acquired good recognition in India also. This can be attributed to the fact that the services being offered by the bank has been carefully developed, over the years, after studying the subtleties of Indian market. The bank offers a wide range of products and services to meet the requirements of varied customers, as customers satisfaction is their prime concern. They aim at making banking convenient for their customers by offering services like Internet banking, phone banking, doorstep banking, ATM Services and so on. Each service/product, offered by the bank is designed for a particular market segment. Moreover, maintaining a relationship along with standard Chartered is a status symbol for people and they really feel proud to be with Standard Chartered.

Reference :

IC33 Life Insurance S. Bal Chandran (Insurance Institiute of India)
Life and Health Insurance Kenneth Black
Marketing Management by Philip Kotler

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