Analysis technology of a bank’s competitive position in the deposit market

Abstract

The structurally balanced resource base of a bank determines its ability to achieve its goals and, as a result, its performance and has a decisive impact on the reproductive process in the economy by converting borrowed funds into investments. Despite a significant reduction in the number of banks over the past 10 years (from 175 to 73), the deposit market is a highly competitive environment. This necessitates the search for approaches to the formation of deposit resources that are adequate to modern conditions, aimed at their stabilization and sufficiency. The objective of the study is to develop a technology for analyzing a bank’s competitive position in the deposit market, which is the basis for choosing a strategy for managing the formation and use of the bank’s deposit resources. The technology of analysis of the bank’s competitive position in the deposit market consists of the following stages: building a system of indicators characterizing the formation and use of bank’s deposit resources, calculation and analysis of integrated taxonomic indicators of the formation and use of a bank’s deposit resources, developing the “formation of a bank’s deposit resources – use of a bank’s deposit resources” matrix, positioning of banks in this matrix, determining the strategies for the formation and use of a bank’s deposit resources, and making appropriate management decisions and their implementation. The proposed technology has been tested on the example of existing banks in Ukraine as of January 1, 2021. Its use allows determining the current competitive position of a bank in the deposit market and choosing a strategy for managing the formation and use of deposit resources from the proposed: preservation, activation, balancing, directed action, intensification, and aggressive strategy.