"Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº"s strategic objective is to maintain and strengthen its position as one of the leading banks inUkraine in the corporate and retail banking sectors, and in particular to join and maintain a position as one of the top ten Ukrainian banks measured by total assets. The key elements of the Banks strategy are listed below.
Increasing "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº"s share of the retail banking market in Ukraine, by growing the number of retail
customers, is a key focus of the Bank. In order to maintain the quality of its retail loan asset base, the Bank
plans to focus on mortgage loans (having a
"Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" plans to continue to grow and develop its corporate banking business by focusing on the main
sectors of the Ukrainian economy such as chemicals,
The Bank plans to continue to develop its SME lending and banking business as a separate
Widen existing and create new distribution channels
"Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" Bank is pursuing the growth of its customer base and its loan and deposit portfolios by expanding its network in the most populated and economically developed cities and regions of Ukraine (Kiev, Donetsk, Kharkiv, Dnipropetrovsk, Lviv, Odesa, Zaporizhzhia, Luhansk, the Mykolayiv region, the Crimea and other industrial centres). "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" intends to focus heavily on training the staff it recruits for these new branches and outlets, in order to provide a consistently high standard of customer service. The Bank intends to expand the network of its ATMs as well as develop its point of sale («POS») terminal network. POS terminals are machines other than ATMs which allow customers to make cash withdrawals from their accounts and allow retailers to accept payments for goods and services, and which are located in shops and offices not owned by the Bank, as well as in smaller branches and outlets which do not have ATMs. "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" Bank also plans to develop its network of self-service points («Self-Service Points»). Self-Service Points are small unstaffed premises, located at large trade centres, which contain a variety of automated services including ATMs and informational-transactional terminals («Kiosks»), which allow customers full access to information on their accounts in addition to electronic payment services. "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" Bank will also continue to develop internet banking, short-message service («SMS») banking and other alternative distribution systems in order to attract new, and retain existing, customers.
Diversifying and enhancing stability of funding base
Taking into account the growing demand of the Banks customers for longer-term financing, the Bank intends to continue to strengthen its funding base by augmenting its market share in long-term deposits from retail and corporate customers. "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" Bank is also seeking to increase the proportion of retail deposits in its funding base. In addition, the Bank will continue to attract international long-term funding, such as syndicated loans from international financial institutions and the Notes. Expanding international network and profile "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" will continue to expand its international profile with continued cooperation with international financial institutions such as the EBRD, the World Bank, International Finance Corporation and others. The Bank also sees opportunities for increased cooperation with partner banks from Eastern Europe, the Baltic States and the CIS. "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" Bank will also continue to expand its international branch network, and in addition to a recently opened representative office in Prague, the Czech Republic, plans to open a representative office in Almaty, Kazakhstan.
Promote brand image
"Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" Bank is implementing a network-wide corporate branding strategy in order to broaden public
awareness of the Bank. "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" is actively promoting its brand via intensive marketing to existing and
new customers, including through the targeted use of printed and broadcast media advertising. "Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" Bank
will also seek to enhance its profile by using alternative advertising media such as
Enhance management processes and risk management system
"Ğ£ĞºÑĞ¿ÑĞ¾Ğ¼Ğ±Ğ°Ğ½Ğº" is pursuing a comprehensive reform of its management organisation structure in order to continue to successfully manage the growth of the Bank. As part of this reorganisation, the Bank will improve its risk management systems. The improvements in the Banks risk management systems include an enhanced realtime reporting system whereby the Banks head office can monitor branch and outlet activity as it occurs, and improvements to other management information systems.