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Case Study

TBC Group: Future proofing a history of success

By Goutam Challagalla, Francis D. Kim and Philip Charles Zerrillo

18 pages

February 2025

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Reference: IMD-2651

The case explores TBC Bank Group’s remarkable journey from a small Georgian bank to a regional leader in digital financial services across Central Asia. Founded in 1992 with just US$500 in initial capital, TBC evolved into Georgia’s largest financial institution and pioneered into digital banking. The case highlights TBC’s strategic expansion into Uzbekistan, where it rapidly built a leading digital banking ecosystem. Students will analyze TBC’s international growth approach as it transformed customer experience, leveraged technology and built a sustainable competitive advantage through product diversification, strong organizational culture and operational agility. The case explores international market entry, digital transformation and aligning strategies with local market needs, highlighting how TBC’s focus on innovation drives its regional expansion.

Learning Objective

Analyze TBC Bank’s strategies for entering and succeeding in international financial markets.
Evaluate TBC’s use of technology to build scalable, customer-focused digital banking solutions.
Examine how TBC tailored offerings to meet specific demands in diverse geographical markets.
Assess TBC’s ability to maintain culture and efficiency while managing rapid, regional expansion.

Keywords

Strategy, Digital, Growth, Market Entry, Customer Centricity, Artificial Intelligence

Settings

Central Asia
TBC Bank Group, Finance and Insurance, Banking
1992-2025

Type

Field Research

Available Languages

English

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