1. AN
OBSERVATIONAL STUDY
ON
FINANCIAL JUNGLE
WITH
SHAREKHAN AS YOUR GUIDE
ANUJ DIWAKAR

2. OVERVIEW OF INDUSTRY AS A
WHOLE
 A stock market is a public market for the trading of company stock and derivatives
at an agreed price; these are securities listed on a stock exchange as well as those
only traded privately.
 Indian stock markets are one of the oldest in Asia.
 In 1860-61 the American civil war broke out and supply of cotton from the United
States to Europe was stopped.
 At the end of the American civil war, the brokers who thrived out of civil war in 1874,
found a place in the street [now appropriately known as Dalal Street] where they
would conveniently assemble and transact the business.
 In 1920, the Demure city of Madras had the maiden thrill of a stock exchange
functioning in its midst, under the name “The Madras Stock Exchange” with 100
members. However, when boom faded, the number of members stood, reduced from
100 to 3, by 1993, and so it went out of existence.
 From 1921-1990, more than twenty one recognized stock exchanges were
established.

3. NATIONAL STOCK EXCHANGE (NSE)
 It is the largest stock exchange in INDIA in terms of daily turnover and number of
trades, for both equity and deratives.
 It is mutually owned.
 It is the third largest Stock Exchange in the world in terms of the number of trades in
equities.
BOMBAY STOCK EXCHANGE (BSE)
 It is the oldest stock exchange in Asia and has the greatest number of listed
companies in the world.
 With over 4700 Indian companies list on the stock exchange, and it has a significant
trading volume.

4. SHAREKHAN

5.  MISSION
 To educate and empower the individual investor to make better investment decisions
through quality advice and superior service.
 VISSION
 To be the best retail broking brand in the Indian Stock Market.
 OBJECTIVE
 To increase the number of accounts.
 SWOT ANALYSIS
Strenghts
 It charges low and negotiable brokerage.
 It has been able to maintain high level of accuracy in its terminal, leaving all the
organizations behind.
 Most experienced organization and possess high level of technology.

6.  Instant cash transformation and tie ups with eleven banks; too much more than its
competitors.
 Is the only organization in this business which has its own research and development
centre.
 Good brand image helps to strengthen the customer base.
Weaknesses
 Most of the people do not know about Sharekhan and its features.
 It takes 7 to 10 days to open an account.
Opportunities
 They can provide new schemes to attract new customers.
 Still a large customer base is available.
 They can change the mind set of customer towards the risk in the market.
 Threats
 Aggressive promotional Strategies by close competitors may hamper Sharekhan’s
acceptance by new clients.
 Downturn or volatility of securities and commodities market.

7.  Slowdown of Indian and global economy
 Change in government and economic policies including personal taxation may affect
our volume and fund mobilisation.
 New competitors
 SEBI guidelines

8. RESEARCH METHODOLOGY
• Primary Data
 Data collection method: Questionnaire
 Sampling technique: Convenience sampling
 Research design: Descriptive
 Location: Delhi
 Research duration: 2 months
 Respondents: 350 people
• Secondary Data
 Newspaper.
 Internet.
 Books.

9. MARKETING STRATEGIES
1. Tele –Calling
2. Leads management system
3. Yellow pages
4. Canopy’s
5. Direct marketing
6. Advertising

10. 7. References
8. Competitiveness
9. Internet

11. DATA ANALYSIS
Q.1 Where do you invest your money?
Postal
Savings
Mutual
Fund 7% Bank
18% Deposit
46%
Shares
29%
This figure shows investment made by the respondents in different fields. It can be
clearly seen that respondents prefer bank deposit more, as followed by share market,
mutual fund and postal savings.

12. Q.2 How much return do you expect on your investment?
0-5%
5-10%
10-15%
15-20%
This figure shows that most of the respondents expect more and more returns on their
investment. So we can see that investors main motive is to earn more and more money.

13. FINDINGS
 From the survey it was found that most respondents invest either
in banks or in share market.
 It can be clearly seen that most respondents expect maximum
return on their investment.
 From the survey it was found that most respondents prefer long
term investment than short term investment.
 Most respondents do not invest or do not like to invest much
amount into share market.
 A large number of respondents are aware of the brand
Sharekhan.
 It can also be seen that nearly all the respondents prefer online
trading.
 From the survey it was found that most respondents like to trade
on a daily basis.
 It can also be seen that Sharekhan, Religare, ICICIDirect almost
share the same amount of preferences as compared to other
broking firms.

14. RECOMMENDATIONS
 To identify regions where promotions are required.
 Try to reduce cost, so that benefits can be passed on to
customers.
 If charges can’t be reduced because of costs involved,
make the services customized.
 Concept of margin funding should be introduced, as
more and more people are asking for it.
 Share Khan should contact their clients regularly for
knowing the problems faced by them.
 To launch slab wise brokerage structure as Share Khan
has fixed brokerage structure which can not be
negotiated.

15.  It must also tap the rural sector where penetration is poor; it can be
made possible by better offer with its product i.e. margin level, loan
on low percentage.
 It must also improve its brand awareness through shelling out more
expenditure on advertisement and other promotional tools.