Porter's External Environment Analysis Of The Malaysian Banking Industry

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2.0 SITUATION ANALYSIS
Below are Malaysian banking industry’s external environment assessment using Porter’s 5 Forces Analysis. For the purpose of this assessment, 3 top-in-the-league existing domestic banking groups in terms of asset size have been chosen i.e. Maybank, CIMB, and PublicBank. All 8 domestic banking groups have operations in all the 3 segments of banking businesses namely Commercial, Islamic, and Investment bank. Upon analyzing and assessing their immediate surroundings, the banking groups recognize the following important factors that would impact on their competitiveness.

THREAT OF RIVALRY AMONG EXISTING BANKS
• Too many players in the industry; Each banking group has to contend with 7 other domestic banking groups and 30 other banking intermediaries both local and foreign, comprising 19 Commercial, 8 Islamic, and 3 Investment banks. (Appendix1 shows a complete list of banks in Malaysia).
• Malaysian banking system is highly regulated/controlled by BNM and banking products are basically of similar/almost-identical nature. The tangible differentiation between competing banks is therefore minimal, as they have similar capability to market/sell their products, thus creating a very intense competition amongst all the players.
• The industry has been around for a long time, and just about everyone who needs banking services already has them. Because of this, banks must attempt to lure clients away from competing banks e.g. by offering higher credit limit,

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