INTRODUCTION

Yes Bank is the India Fifth largest private sector Bank Founded by Rana kapoor
and Mr. Ashok kapoor. Yes Bank is the only Greenfield Bank license awarded
by the RBI in last two decades. Yes Bank is a full service commercial bank that
offers corporate banking, Investment banking and Personal banking services
across India. Currently has a market capitalisation of about INR 35,169.20 cr.
Yes Bank is among the fastest growing bank of India. A strong network of about
over 331 branches in 200cities across the country 2 national; operating centres
in Mumbai and Gurgaon.
Indias new age private sector bank is a state-of-art high quality, customercentric, services-driven bank catering to the Future businesses of India.
Vision Finest quality Bank in India by 2020.
Yes Bank obtained their certificate of commencement of business on January
21, 2004. Yes Bank has partnered with various companies for delivering quality
product and services namely Cash Tech, Cisco systems, VSNL, Wipro etc.
In a general sense the facilities offered by the Yes Bank are:

Corporate and Institutional Banking

Financial Markets
Investment Banking
Business and Transactional Banking
Retail Banking
Private Banking

The bank has a motto of technology advancement with well equipped modern
day amenities like net banking, mobile banking.

External Environment Analysis

PESTL Analysis: - PESTL Analysis of any industry investigates the
important factors that affect the industry and influence the companies operating
in the sector. PESTL stands for political, economic, social, technological and
legal analysis. The PESTL analysis is a tool to analyze the forces that driven the
industry and how those factor can influence the industry.

Political Factors: -

To what degree a government intervenes in the

economy. Ex- tax policy, labour law, environmental law, trade restrictions,
tariffs and political stability.
Regulation of government: - Indian banking sector is least affected as
compared to other developed economy because of policy framework of RBI,
Stricter prudential regulations with respect to capital and liquidity gives India an
advantage in terms of credibility.
Budget measure
Increase farm credit
Debt waiver for farmers
Setting up of separate task force for those not covered under the debt
waiver scheme.

Economic Factors
Growing Economy: - Economy has registered a growth of 8.1 expected growth
rate for the current fiscal is a shade higher than the banks earlier projection of
7.8 percent, GDP growth in 2016-17, the report by Yes Bank said.
Recently RBI increase holding limit to74 percent of the paid-up capital in Yes
Bank under the portfolio investment scheme.

Social Factors
Loyalty Factor: - Banking industry services is lending and borrowing of funds.
The banks need to have a good royalty factor as compare to counterpart in other
countries. The financial meltdown on Indian Banks is less impact
As compare to other countries.
Increased Penetration of Cards:- India has registered a robust growth in
plastic money. There is a still lot of potential in the plastic market. India spends
around 1 per cent of their total purchases through credit cards where as the
world average is stands more that 9 per cent.

Technological Factor:

- IT Services & Mobile Banking Technology

advancement has changed the face of traditional banking systems. Technology
advancement has offer 24X7 banking even giving faster and secured service.

Conclusion
The sustained growth of yes bank is based on the key pillars of growth, Trust,
technology, human capital, Transparency and responsible banking and a
superior customer experience for its retail. The business strategy implied by yes
bank was a runaway success.

Reference:

http://economictimes.indiatimes.com
www.yesbank.in
https://en.wikipedia.org
http://www.slideshare.net/