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Case Study > Strategic Management_Zerodha Case_Group 1 ZERODHA: SUSTAINING A LEADERSHIP POSITION IN INDIA__Final Symbiosis Institute of Operations Management OPERATIONS 101

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ZERODHA: SUSTAINING A LEADERSHIP POSITION IN INDIABlue Ocean Strategy As the no : of players in the market increases, the ocean turns into red due to cutthroat competition. Hence it becomes inevit... able to explore the market which is untainted by competition. The new market which doesn’t have competition is called blue ocean Blue Ocean Strategy Blue ocean strategy turns strategic management on its head by replacing “competitive advantage” with “value innovation” as the primary goal. Firms must create consumer demand and exploit untapped markets. The Focus is on creating new markets Major Players in the Industry, before Zerodha came in existence AXIS Securities SHAREKHAN Limited HDFC Securities ICICI Securities Customers – 1.78 Lakh Customers – 1.26 Lakh Customers – 1.02 Lakh Application of Blue Ocean to Stock Broking Business of India In 2018, the Indian stockbroking industry was among the top growing segments in the Indian financial sector NSE, India’s first demutualized exchange, set up in 1992 by a group of leading Indian financial institutions and supported by the Government of India was an effort to bring transparency to the Indian capital market The Indian stockbroking industry had transformed from an unorganized sector to a sophisticated, organized, and technology-driven sector with more than 22,000 brokers in 2018 Mobile phones accounted for less than 1 % of trades for brokers until 2014, but by 2018, most brokers admitted that a majority of their trades came from The BSE, established in 1875, was Asia’s first stock exchange and the 11th largest stock exchange in the world in January 2019 Electronic trading had dramatically increased the trading volumes and liquidity, & helped reduce the cost of intermediaries, & broadened access to markets The revolutions in mobile and Internet technology were changing the way customers participated in stock market activities ML & AI enabled traders and brokers to identify better opportunities High-end mobile apps in the market could understand the investor’s goals and, accordingly, customized solutions for their investments [Show More]

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