Regional Competitive Capacity Assessment of Microfinance Organization

This paper includes the analysis of key methods of cmpetitive potential evaluation. Methods used are chosen according to the specifics of observed company "Credit 911" and the microfinance industry in Russia. In the work, a complex analysis of the external environment and the internal environment of Credit 911 has been conducted using classic methods of strategic analysis: PEST, 5 Porter forces, 7C model, MCC matrix. In addition, a customer survey was conducted based on SERVQUAL method of service quality evaluaton in order to identify shortcomings in service from the customer point of view. Competitive potential is observed with help of SNW analysis to determine the competitive capabilities of the company in comparison with the average performance of microfinance organizations. Benchmarking of ofline competitiors in Sankt-Petersburg was conducted. Moreover, major aspects of leaders' performance are analyzed using statistical methods. As the result, the key strategic alternatives of Credit 911 in the present conditions are stated and the recommendations are given. Strategic alternatives are considered on the basis of several parameters for which SWOT analysis, Thompson and Strickland matrix, ADL matrix, Ansoff matrix were used.