Executive summary
Identifying and/or creating a unique competitive position in the market place among the competitive products could be identified as one of the key requirements of a successful business strategy. Banking and finance sector could be identified as one of the most competitive industries in Sri Lanka with strong growth potentials. The industry presently has about 25 licensed commercial banks and approximately 40 finance companies. Competitive strategy is involved with taking a long term view about the business operations of the company with the intention of securing a unique competitive edge over the competing firms in the industry. The main goal of this report is to analyse the competitive business strategy of Commercial Bank of Ceylon PLC with the use of mainly secondary data sources including annual report of the bank, central bank annual report, journal articles, industry reports and various other scholar articles. In addition to analysing the present competitive strategy of the bank, the report would also look at how the strategy could be changed/developed further to adopt to the changes in the current dynamic business environment.
Introduction to the company
Commercial Bank of Ceylon PLC (Commercial Bank) could be identified as of the strongest banks in Sri Lanka. Having founded in 1920, Commercial bank has served the Sri Lankan customers for over 90 years and is currently a listed bank in the Colombo Stock Exchange (CSE). Commercial bank offers a wide variety of products to suit every need of its customers some of which are listed below.