This article explores the specific features of the functioning of foreign banking capital in the markets of the countries in the European Union. An analysis conducted to formalize the influence of the share of assets of foreign banks and banks under the control of a foreign investor in the assets of banking systems of 27 countries in the European Union on the level of competition allows one to assert that there is no single, clearly expressed tendency to influence this share on the level of competition. It has also been established that among 27 countries of the European union, two stable aggregates of countries can be identified, in banking systems of which the share of foreign bank capital practically did not change. It can be argued that the markets of the countries in the European Union, recipients of foreign banking capital, are exhausted from the point of view of further growth in the presence of foreign capital.Keywords: banks, banking system, foreign capital, foreign investor, banks with foreign capital, foreign banks, foreign bank capital, a bank with a pseudo-foreign investor.JEL Classification: G20, G21.

Financial services market (FSM) is one of the effective mechanisms for ensuring the competitiveness of the country’s economy. It is precisely because of its ability to direct investment flows into the most attractive segments of the economy, and the FSM development can contribute to economic growth. Accordingly, today it is important to strengthen the financial services market in Ukraine. For this purpose, it is necessary to study the current state, identify problems and determine the main directions of its development in a timely manner.The article investigates the financial services market in Ukraine, which is unstable, characterized by a significant outflow of financial resources, and underdeveloped financial intermediaries. FSM deterioration was also influenced by factors such as: financial crisis, sharp exchange rate fluctuations, military conflict, decline of the country’s economy, etc. Negative consequences of the events in the country were reflected even in a quite developed banking system. The focus is on the lack of financial culture in society, which is due to low deposit activity, high level of non-repayment of loans, lack of confidence in the new tools, and the introduction of new products in the financial services market. However, the development of the country as a whole is impossible without a strong financial services market.It is noted that one of the important conditions for the FSM development and the effectiveness of macroeconomic tasks entrusted to it is the formation of an effective mechanism of the financial market state regulation. Such a mechanism should include both elements of state regulation and self-regulation of the financial services market. Accordingly, the formation of indicators aimed at assessing the impact of state regulation on the development of the financial services market becomes relevant.The article examines the implementation of state regulation in financial services markets, analyzes the activity of the FSM state regulation in Ukraine and the control function effectiveness, considers the dynamics of the main indicators of the financial services markets development in Ukraine, and analyzes the level of financial services markets development.

The effectiveness of the deposit bank management, as individual decision making in the management process involving the deposit resources is largely determined by the efficiency, completeness, timeliness and adequacy of methods and analysis techniques used in its implementation. Perfection analysis, in turn, depends on the existing methodological framework, information analysis.It does not require evidence of the fact that the development of any economic system can not be effective and successful without a detailed analysis of the achieved level, determining the future prospects and goals and finding appropriate ways to achieve this goal, and the realization of each of these challenges requires an appropriate analytical support.Implementation of all functions of the deposit bank management should include: analysis of macro functioning of the bank using SLEPT, STEP and PEST analysis; comprehensive analysis of the external and internal environments using bank SNW, SPASE and SWOT analysis; using micro-bank financial, statistical, mathematical economic analysis and should be accompanied by a risk analysis via expert methods, GAP-analysis, duration analysis, VAR-analysis, stress testing and back.