The Marketing Strategic Analysis On Barclays Bank

In today's society,organizations in developed and developing countries are operating in a turbulent and controlled environment.Therefore,enterprises need to have their own unique capabilities to formulate and implement effective strategic plans,so as to achieve their strategic goals.Financial services industry has lost customer confidence because of its imperfect service,lack of human touch,and unable to meet the effective demand of social services for banks,which has led to customers' dissatisfaction and disgust towards banks.In the history of bank failure,banks fail to fulfill their obligations to their employees,customers,shareholders and stakeholders,leading to the overall economic development of banks.The success of the financial services industry depends largely on the application of the marketing strategy to the daily operation in response to the challenge of the competitive business environment.The marketing strategy and effectiveness of an organization is not only an important part of syllabus,but also an enterprise that satisfies customers' needs,rather than persuading customers to buy products that they offer.In the past banking era,competition is more or less unknown.Therefore,marketing strategy needs to be realized through market research,new service development,public relations and promotion activities.The current bank and other service providers consider themselves to be creators,not marketers of financial services.They stressed that marketing is equivalent to sales,without taking into account the other parts of the marketing system.Nowadays,most successful banks have adopted advanced marketing strategies to achieve their goals.From past experience,banks have noticed the key role of marketing strategy,and more and more scholars have emphasized the research and development of marketing.This study attempts to Barclays Bank as the research object,the Barclays Bank is a global financial business,its scope of business throughout Europe,America,Australia,Asia,the Middle East and Africa,mainly engaged in retail banking,credit cards,corporate banking,investment banking,wealth management.The company has many business departments,such as global retail banks,enterprises and investment banks,wealth management and so on.In this study,through a variety of ways to collect research data,the first interviews with the management staff of important positions,director of Barclays Bank,retail director,human resources director,channel director,branch business executives,marketing director,cash management director,the director of accounting services,in order to obtain first-hand information of enterprises.In addition to get some information from the Internet about Barclays,relevant research publications and business reports,from those in the economic forum to discuss the financial industry and financial service providers and marketing manager to influence the marketing strategy of personal collect relevant information,and most of the information used in the paper are unbiased.Moreover,this article also obtains the feedback and opinion of the public through the questionnaire survey,as much as possible to obtain the related second-hand information.In the end,this article also collects some information from the company's staff,which are based on Barclays PLC.The main purpose of this study is to identify Barclays Bank's marketing strategy and its implementation by analyzing the external environment and internal environment of banks,and how to help banks achieve their goals.In order to help banks better adapt to the fierce competition environment,form a more secure financial system to meet the needs of the global economy,and providers of financial capital can get positive returns in their capital.Corporate strategy includes internal and external environment analysis,strategic choice,strategy formulation,strategy implementation and strategic control.This paper mainly includes six parts,the first chapter describes the research background,Barclays Bank introduction,analysis of the current development situation of banking industry;the second chapter analyzes the Barclays Bank facing the market environment,including the analysis of the external environment and internal environment,external environment factors including policy factors,economic factors,social factors,legal factors of technology and credit factors,internal environment factors include banking operations,bank management and staff.The third chapter makes a SWOT analysis of Barclays Bank to clarify the internal strengths and weaknesses,external opportunities and challenges faced by enterprises,which is the basis for Barclays Bank's marketing strategy formulation.The fourth chapter is the choice of marketing strategy,including market positioning,market segmentation,the choice of target market and the establishment of brand.The fifth chapter studies the development strategy of Barclays Bank,first through the clear mission of the enterprise marketing goal,financial goals,and then analyze the Barclays Bank demand strategy,positioning strategy,the implementation of competitive strategy and hybrid strategy,finally make the Barclays Bank Marketing strategy.The sixth chapter is the implementation and control of the strategy,including the enterprise financial forecast,the emergency plan,the implementation and control of the marketing strategy.Finally,the conclusion is drawn.Through carefully examining the situation faced by Barclays Bank,we also take into account its strengths,weaknesses,opportunities and threats of SWOT analysis and pest finishing analysis,as well as competitor analysis,and the implementation of its marketing strategy.The enterprise should pay attention to the senior management staff and employees in the decision-making and implementation strategy,to stop the market skimming,take the customer as the center,taking into account the center position of client and service needs,because whether it is business or personal,customer needs in their life are changing.And then carry out effective and efficient implementation and control in order to achieve the desired goal.In addition,products and services are the foundation of marketing.When designing,auditing,producing and developing services,banks need to make continuous research and regular review of their functions,and use other related services to conform to the market trend.Competitors' services and their effects also need continuous market research.Just like the change of consumer preferences,new and modified services can be introduced to meet the expected changes of demand and consumer demand.In terms of risk indicators collection.Barclays Bank is excited about the prospect of sharing data with different uses,increasing their business value by increasing control.Barclays also expands this method to avoid information risk,and the flexibility of financial forecasting method helps to control risk assessment specifically,such as merger and acquisition activities.Finally,the formulation and implementation of marketing strategy is very important for the development of banks.It is very important for stakeholders,customers and regulators to optimize the use of resources and budgets in the current financial environment through strategy formulation.