COMPETITIVE FORCES AND ATTRACTIVENESS OF SELECTED PRIVATE BANKS IN MYANMAR

The study is aimed to focus on Porter’s five forces that have an influence on the attractiveness of the private banking industry. The objectives of the study are to identify the extent of the competitive forces of the private banks in Myanmar, to assess the attractiveness of the private banking industry and to analyses the effect of the forces on the attractiveness of the private banks in Myanmar. The primary data was collected from 50 respondents from five selected top banks. The questionnaires were structured with 5 points Liker scale. The descriptive method and multiple Linear Regression are used. Industry attractiveness is measured by the firm’s profitability and market share. The study found that the bargaining power of customers and the presence of substitute products are positively affecting the attractiveness of the banking industry. Therefore, to maintain a level of profitability in the industry, the high level of management in banks should constantly analyze the competitive forces faced by the industry so that they can implement or formulate a competitive advantage from other peers