BARCLAYS: MATT BARRETT’S JOURNEY – WINNING HEARTS AND MINDS I. DISCUSSION QUESTIONS, CASE INTRODUCTION AND KEY POINTS Introduction The case covers the introduction of Matt Barrett as CEO of Barclays and the changes he introduced to the organization to maintain its competitive position within the retail financial services industry. In an increasingly competitive environment, Barclays is losing ground due to its lack of data-driven actions and small global presence. The case outlines the actions taken by Barrett to transform some of the key characteristics of Barclays’ corporate structure, and concludes by presenting the challenge he will face in getting management buy-in in order to implement his vision. The key challenges that Barclays faces include: market consolidation, the emergence of the Euro and European Central Bank, increased reliance on IT and web-based platforms, and the rigidity of its own corporate structure.
II. EXTERNAL ENVIRONMENT ANALYSIS Summarize the external environment, including conditions in the general, industry, and competitor environments. a. The General Environment Definition: The general environment is focused on the future and can be analyzed by considering the STEEP framework: Social/demographic, Technological, Economic, Environmental/geographic and Political/legal/governmental factors at play. 1. 2. 3. 4. 5. Social/Demographic Technological Economic Environmental/Geographic Political/Legal/Governmental
Discussion Question 1: Perform a STEEP analysis to understand the general environment facing Barclays. How will Barclays be affected by external factors? In particular, what will the effect of globalization be in terms of threats and opportunities? Social/Demographic Segment English is becoming increasingly the world-wide language of business offering Anglophone Barclays opportunities to expand into international markets with reduced language barriers.
BARCLAYS: MATT BARRETT’S JOURNEY – WINNING HEARTS AND MINDS Technological: Increased world-wide reliance on IT and the emergence of web-based solutions in 2000 will elevate Barclays’ need to diversify portfolio offerings. Barclays’ must update its “woefully inadequate” Management Information Systems (MIS) and begin to automate labor intensive processes to reduce costs. In order to enter new markets to increase revenues and satisfy institutional investors, Barclays must invest in increased technology capabilities.
Economic: Robust economic environment due to tech boom will increase liquidity in the marketplace. As a result, acquisitions will be more costly than in a down economy. However this will also cause capital to be more accessible. Market trends towards consolidation will pressure Barclays to regain its industry leadership position through acquisition. Globalization and world economy flattening will require Barclays to become a global company expanding its offerings beyond its current UK focus.
Environmental/Geographic: Geographic borders and distances between countries are shrinking with increased technology and a globalized economy. This will both require and facilitate Barclays’ global presence.
Political/Legal/Governmental: Emergence of the Euro and strengthening of the EU will reduce FX exposure for the European markets and stabilize European economies. European Central Bank will control interest rates in Europe making Barclays more vulnerable to its decisions (versus the decentralized banks prior to the Euro emergence).
With an ever increasing number of banks operating across both political and geographic borders, Barclays must expand its reach beyond the UK to remain competitive and avoid a potential takeover. In doing this, Barclays must consider a set of threats and opportunities that are involved with operating outside the UK: Threats 1. Operating a multinational corporation involves managing across multiple cultures, languages, and economic environments – Barclays’...
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