Barclays Bank Performance Analysis - Essay Example

CASE STUDY on BARCLAYS Contents Executive Summary 3 Introduction 3 Background 3 Culture Aims 4 Strategic Aims 5 SWOT Analysis 6 SWOT analysis of Barclays 6 Future Plans 7 Previous events 9 Recommendation 10 Reference 12 Bibliography 13 Appendix A 15 Executive Summary The project deals with the Barclays Bank and its aim is to recommend strategies based on its events. Barclays is known for offering sponsorship and it has been part of many world class events. This report provides an analysis of Barclay’s mission, vision and strategic goals and also the future plans of the organization. The strategic aims of the Bank and how does it deal with the event in order to maintain its goal. Methods of analysis the company include SWOT of Barclays along with the past events that the organization has sponsored so far and also not to forget the upcoming events. Finally the paper ends with a set of recommendation stating to improve its existing service, measuring strategic success, coordinating with the upcoming events. Introduction The main purpose of the report is to introduce Barclays and events associated with it. The report aims to include company’s background, aims and culture, SWOT analysis, and finally future plans and recommendation. It also included discussion on how Barclays would measure success and how it aims to achieve the goals. Background Barclays provides financial services to about more than 48 million customers in over 50 countries globally. Barclays came into existence 300 years ago, it offers a range of products and services which are tailored to meet the needs of the customers globally. Barclays is committed to ensure sustainability of the communities where the business operates and thus practices sustainable relationship with its customers and client. Barclays deals with the financial services and also deals in sponsoring events. Products and services include personal banking where its services include insurance loans, mortgages, credit cards and others. Corporate and business banking tends to support business all over the world; in addition Barclays provides large corporate, institutional and government clients which aims to deal in financing and risk management. Investment banks have office around the globe and employ about 25000 people. Barclays also deals in wealth and investment management for private and intermediary clients across the globe. Barclays is one of the global financial services providers which is engaged in commercial banking, retail, investment banking, credit cards, investment management and wealth management services across the globe (Barclays-e, 2012). Culture Aims Vision Barclays is committed in building a world class organization and aims to be among the most valuable and the most admired financial services organization on the global basis. It aims to become the business that leads in its desired market, produce a portfolio of its brand which are synonymous with quality and integrity. And also aims to give high performance based on culture and behavioral excellence. Thus it can be said that the company has become the benchmark for the entire financial institute. The company aims to work with smaller number of suppliers and thus expect a high level of performance, collaboration and openness from its suppliers. In return Barclays long term relationship which is aimed at creating shareholders value for the organization (Barclays, n.d). Mission statement To be one of the innovative, customer-focused Group which aims to delivers quality products and services, and at the same time ensures excellent careers for the people and contributes positively to the communities in which Barclays work and live (Barclays-d, 2001). Values Barclay’s core value is base on four elements which consists of company, customer, community and colleagues. Through its core value it aims to achieve its mission of becoming the most admired and one of the best lending business globally (Barclaycard, 2012). (Appendix A). Strategic Aims Barclay’s aims to position it as among the universal bank which lead the global industry, the four strategic priorities are to accelerate growth for its global products, build the best possible bank in UK, enhance excellence in operations and develop commercial and retail banking activities in the targeted countries (Barclays, n.d). Barclays ensures that it tends to have the functional capacity in order to manage the risk in new as well as existing business. Thus at the strategic level, the risk management objectives includes, identification of groups material risk, to optimize the return by connecting with the business and at the same time establish a strong and independent review and challenge, help executive to improve the coordination and control of risk, and finally to ensure the business growth plans. Barclays in addition to organic growth it continues to capture all the benefits from acquisition such as from Asba, a South African Bank which would contribute in the future earnings of Barclays (Barclays-a, 2012). SWOT Analysis A SWOT analysis is termed as a technique that finds suitable applications across the diverse function of the management and also activities. In the process of SWOT analysis, it involves identifying as well as recording the strengths, weakness of the firms and also the opportunity and threat which are of concern to the company (Ferrell & Hartline, 2010, p.122). SWOT analysis of Barclays Strength: Barclay’s strength lies on the fact that the financial service company has its presence in almost all of the countries, it is globally present which has allowed it to diversify its risk and at the same time enjoy the economies of scale. Barclay’s financial performance has also added up to its strength. With the acquisition of Lehman Brothers, its profit after tax increased to 4% and resulted in £5,287m, it gained on own credit £1663m. Also with an increased lending rate global retail and commercial banking PBT increased to about 6% (Barclays-f, 2012). The brand name of Barclays is well established and its brand name is one of the major strength for the organization. It promotes its brand through sponsorship such as in the Premier League football, the company had sponsored and thus in a way was able to enhance the brand and its image. Another key strength lies with Barclays is its innovation as Barclays was the first organization to come up with credit card in the year 1966 and has continued with its innovation (Economy Watch, 2009). In addition to its innovation and brand name, with the opening of new branches is an attempt made by the organization to refocus on the demands of the customers. Weakness: One of the major weakness lies with Barclays is its ethical position. Barclays in Zimbabwe have generated controversy and has raised question about the ethicality of the organization towards the shareholders and investors as they are increasing concerned about ethics. In addition to the ethical practice in Barclays, large bonus drawn by the directors of the organization has received attention from the commentators. Its expansion plan made for Asia were limited as Barclays was outbid in the ABN Amro 2006 and thus the company had to adopt an alternative expansion plans. Until 2009, the bank did not have any intentions to pay off the dividend to its shareholders making organization less attractive. Opportunities: A huge opportunity lies with Barclays is to expand its business and grow in the emerging economies such as Asia and targeting the urban youth for investment options. Apart from its banking services opportunity lies with Barclays is into the field of events and sponsorship. It has been sponsoring events and has a huge brand name it can further explore with new events. Threat: In the economic downturn, Barclay’s acquisition of Lehman’s assets can prove to be a mistake and in the near future any economic crises could affect the function of Barclays (Barclays PLC, 2012). Due to the economic slowdown the market conditions in the second half were difficult as the investor’s nervousness over the global growth and raised concerns about the fiscal deficit of the Eurozone countries as a result the profits and income were down in the sector of investment banking (Barclays Plc, 2012, p.7) which might result in threat for the company. Future Plans The starting point of Barclays is quite impressive according to the organization. In comparison with the commercial bank, Barclays as a standalone business, it would have been associated with the FTSE 50 Company. The company has about 8500 employees and serves about 80,000 customers and in the year 2006, the contribution made by Barclays was 19% in PBT. The company plans to achieve greater market coverage, thus investment is made in new sites and roles, provide the sales force with more sophisticated equipment and specialist support in order to meet the future plans of becoming the best commercial banks. Thus in addition is to deliver new products to its customers throughout the year, which would help the organization to keep its product portfolio fresh, innovative and also relevant as per the changing demands of the customers. The Bank aims to implement a number of transformation and investment in new technology. The company would like to keep its core value intact and how successfully the organization will follow them. The core principles of Barclays includes the following, Winning together Customer focus Best people Pioneering Trusted (Barclay’s commercial, n.d). In addition to the above, Barclays has been the sponsor in the premier league, football which is considered to be the most exciting football competition in the world. Apart from football, Barclays continues to sponsor tennis, which is the title sponsor of the Barclays ATP finals of the world tour which is also one of the largest indoor tennis tournaments in the world (Barclays-c, 2012). In the future it has got to sponsor the London Olympics 2012. Previous events Barclays supports activities in the sector of literature, arts, fashion, sports and also charity with special focus in brand opportunities and on thought lending process which represents the inters and passion of its diverse client base that the organization serves (Barclays-b, 2012). Some of the previous events undertaken by Barclays are, In the year 2011, Barclays has made a 3 year sponsorship commitment with Symphony. The sponsorship enabled the fund to be used to support the orchestra’s international and also national touring program (Barclays-b, 2012). Guernsey rangers Football Club: Barclays had sponsored the Guernsey ranger’s football and Athletic club. The company is able to work with the club and offer the young talent an access to the environment and also coaching that was required for the young people in order to progress (Barclays-b, 2012). Barclays was proud to sponsor the main venue at the Hay Festival for the fifth consecutive year. The event started from 26 May to 5 June 2011. It connected a connection between the Barclays and the Hay festival (Barclays-b, 2012). Again in June 2011, Barclays announced a new partnership with Museum of Liverpool, which was opened on 19 July and will continue till 2013 (Barclays-b, 2012). Recommendation Barclays has been sponsoring events and some of the world class events are being sponsored by the bank. The Barclays football premier league along with the London Olympics 2012 has been some of the great events which Barclays had sponsored. Barclays has marked its presence not only in the financial sector but also through sponsoring events. The reason as to the diversity in the business might be that with a change in the business and economic landscapes. Barclay can improve its existing services especially in the investment banking sector and can encourage the youth for investment option. Moreover it can offer new products that will excite the target market. It can club the events and the investment banking option tighter to generate productive results. In the process of sponsoring the events Barclays can advertise about its investment banking options with some changes or additions made in the schemes to enhance this specific sector and increase the gross profits. The investment banking sector of Barclays has been experiencing loss so to convert it into profits it can well relate with the upcoming events. Barclays sponsors a lot of events but due to uncertainty in the economic conditions it need to cut down the amount of events it sponsors and concentrates only on big and mega events which would profit Barclays in the long run. The strategic success can be measured by way of adopting the balanced scorecard. By applying the balanced scorecard Barclays would be able to analyses the four essential perspectives which include the financial perspective, customer perspective, internal and learning and growth perspective. Thus the perspectives are framed with the mission, vision, values of Barclays and also the strategic themes. Reference Barclaycard, 2012. Core Values. [Online]. Available at: < http://www.joinbarclays.com/core-values.htm> [Accessed 16 April, 2012]. Barclays Bank Plc, 2012. Events. [Online]. Available at: < http://www.barclayscorporate.com/inperspective/business-opportunities-and-events/> [Accessed 16 April, 2012]. Barclays Commercial, No Date. Our Future Plans. [Online]. Available at: [Accessed 16 April, 2012]. Barclays PLC, 2012. Annual Report and review 2008. [Online]. Available at: < http://www.barclaysannualreport.com/ar2008/index.asp?pageid=2> [Accessed 16 April, 2012]. Barclays, NoDate. Our Vision. [Online]. Available at: [Accessed 16 April, 2012]. Barclays, No Date. Strategy. [Online]. Available at: < http://www.michaelpage.co.uk/mini-site/3636/2189/about-barclays.html> [Accessed 25 April, 2012]. Barclays-a, 2012. Executing our strategy. [Online]. Available at: < http://group.barclays.com/About-us/Executing-our-strategy> [Accessed 16 April, 2012]. Barclays-b, 2012. Sponsorships and events. [Online]. Available at: < http://www.barclayswealth.com/about-us/sponsorship.htm> [Accessed 16 April, 2012]. Barclays-c, 2012. Sponsorship. [Online]. Available at: < http://group.barclays.com/What-we-do/Sponsorship> [Accessed 16 April, 2012]. Barclays-d, 2001. An introduction to Barclays. [Online]. Available at: < http://www.investor.barclays.com/results/2001results/annual_report/website/lblue/lblue.html> [Accessed 25 April, 2012]. Barclays-e, 2012. Products and services. [Online]. Available at: < http://group.barclays.com/What-we-do/Products-and-services> [Accessed 25 April, 2012]. Barclays-f, 2012. Highlights of the year. [Online]. Available at: [Accessed 25 April, 2012]. Economy Watch, 2009. Barclays Bank. [Online]. Available at: < http://www.economywatch.com/banks/commercial-banks/uk/barcleys-bank.html> [Accessed 16 April, 2012]. Ferrell, O. C., and Hartline, M., 2010. Marketing Strategy. USA: Cengage Learning. Bibliography Bowdin, G., 2010. Events Management. UK: Routledge. Kahle, L. R., and Riley, C., 2004. Sports Marketing and the Psychology of Marketing Communication. UK: Routledge. Nair, N., 2004. Essentials of Balanced Scorecard. USA: John Wiley & Sons. Appendix A Figure 1: Core values of Barclays (Source: Barclaycard, 2012) . Read More