Module title: Marketing in the operational context
Tutor name: Taf Masiye
Assignment title: Marketing Strategy Proposal
Student number: T0004882
1. Introduction (82)
Barclays bank plc is one of the largest banks in the world with branches in over 50 countries across Asia, Africa, Europe, North and South America with approximately 48 million customers. Despite that fact, Barclays Bank is still ranked after HSBC bank with total income of £24,691 million, according to their annual report 2012. This report will investigate the Barclays Bank in macro-environment and use PESTLE analysis, SWOT analysis, competitors analysis to come up with a marketing plan for the Barclays future successes. 2. Background (131)
Barclays Bank plc was founded in 1690 in London by John Freame and Thomas Gould but the name ‘Barclays’ was really come out when John Freame’s son in-law, James Barclays, became a partner of the business. After four centuries and changing its branch, Barclays plc become a big financial bank in the world that provide customers useful services such as retail banking, commercial banking, investment banking and investment management. The bank is organised by two business ‘clusters’: Corporate and Investment Banking and Wealth and Investment Management; and Retail and Business Banking, which has a great deal of business units (Barclays.com-Key facts). With 15000 employees and having revenue of £24,691 million, Barclays bank is the four-largest worldwide bank and the sixth oldest bank in the world that still exists for more than 400 years. 3. Marketing Mix
Barclays should have offers of personal banking and credit card facilities through Barclayscard to customers with all the services such as bank account, loan, saving account, insurance and particularly develop the online banking network which tends to be the main way of the customer’s personally transaction.