How Banks Can Implement Business Strategies in Light of Globalisation to Improve Connectivity with Clients - A Case of Barclays PLC

This dissertation explores the implementation of business strategies by Barclays PLC to improve connectivity with clients in the era of globalisation. It discusses different types of strategies used by the company, challenges faced, and recommendations for managing global business. The study is based on qualitative research and includes insights from 50 managers of Barclays.

HOW BANKS CAN IMPLEMENT
BUSINESS STRATEGIES IN LIGHT
OF GLOBALISATION TO IMPROVE
CONNECTIVITY WITH CLIENTS- A
CASE OF BARCLAYS PLC

Abstract
To stay ahead in the business, there is a need to implement the best strategy which
support the firm to deal at global level. For the same, the present dissertation helps to
elaborate different range of business strategy which support the firm to meet them define aim.
The entire study is based upon qualitative research in which different author's point of view
are uses that helps to answer the research questions. Moreover, with the help of literature
review section, it can be stated that there are different strategies used by banking industry
which in turn helps to improve the connectivity with clients. Such that implementing advance
technology, introducing own payment system that helps to improve the business operations.
For the study, 50 managers of Barclays are also chosen that helps to identify the business
strategy opted by company to improve the relationship with customers. In addition to this, it
is also analysed through data analysis section that majority of the respondents are completely
agree that quoted firm implement business strategy in order to improve the connectivity
among clients. Hence, it is analysed that through effective strategy, company brings
innovation within a working environment that somehow leads to increase connectivity with
customers.

Acknowledgement
I would like to thank all the people who helped me to complete the study in appropriate
manner. First of all, I would like to show my gratitude to my professor and University who
provide me an opportunity to complete the work in define tenure.
Next, I would like to thank my faculties who always ready to support me in all sections, that
is why, without them I am not able to complete the dissertation.
Then I would like to thank my parents who always motivate me to perform the task in better
manner. They are always ready to support me economically and non-economically.
Last but not the least, I would like to thank my friends who support me to complete the
project in better manner.

Table of Contents
Table of Contents.....................................................................................................................4
CHAPTER 1: INTRODUCTION..............................................................................................6
Background of the study.........................................................................................................6
Aim and objectives.................................................................................................................6
Rationale.................................................................................................................................7
Scope......................................................................................................................................7
Structure of the dissertation....................................................................................................7
CHAPTER 2: LITERATURE REVIEW...................................................................................9
2.1 Introduction......................................................................................................................9
2.2 Concept of business strategies..........................................................................................9
2.3 different types of business strategy used by company to improve the connectivity of
business with clients.............................................................................................................10
2.4 Challenges face by company in implementing various types of strategies in global
market...................................................................................................................................12
2.5 Conclusion......................................................................................................................14
CHAPTER 3: RESEARCH METHODOLOGY......................................................................15
3.1 Introduction....................................................................................................................15
3.2 Research type.................................................................................................................15
3.3. Research Philosophy.....................................................................................................15
3.4 Research approach..........................................................................................................16
3.5 Data collection................................................................................................................16
3.6 Data analysis...................................................................................................................16
3.7 Sampling.........................................................................................................................17
3.8 Ethical consideration......................................................................................................17
3.9 Limitation.......................................................................................................................17
3.10 Reliability and validity.................................................................................................18

3.11 Conclusion....................................................................................................................18
CHAPTER 4: DATA ANALYSIS AND DISCUSSION........................................................19
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS.............................................31
Conclusion............................................................................................................................31
Recommendations................................................................................................................32
REFERENCES.........................................................................................................................34
APPENDIX..............................................................................................................................37
Questionnaire........................................................................................................................37

CHAPTER 1: INTRODUCTION
Background of the study
In this competitive era, every company wants to stay ahead in the market and for that,
different strategies are implemented which in turn improve the overall business brand image.
Moreover, to increase the financial performance, company start doing business at global level
which in turn improve the overall business in positive manner. This is referred as a system of
globalization where no geographical boundaries affected the working of business. The study
is based upon Barcalys Plc whose headquarter is in UK and the quoted firm is deal in
different countries where it offered financial services to their consumer. Along with this,
company uses range of strategies which in turn helps to sustain the brand image of a firm at
different level. In the same way, current dissertation will also assist to determine the ways
through which the company improve its connectivity with their clients with regards to
globalization.
Aim and objectives
Aim: To investigator how bank can implement business strategy with respect to
globalization for improving the connectivity with clients: A study on Barclays Plc
Objectives:
 To understand the concept of business strategies
 To evaluate the different types of business strategy used by Barclays Plc with respect
to globalization for improving the connectivity of business with clients.
 To examine the challenges faced by Barclays Plc in implementing various types of
strategies in global market.
 To recommend some of the measures that will assist Barclays bank in managing
global business and connectivity.
Research questions:
 What is the concept of business strategies?
 What are the various strategies used by Barclays Plc with respect to globalization and
improving the connectivity with clients?
 What are the various challenges faced by Barclays Plc in implementing different types
of strategies in global market?

Rationale
The rationale for doing this research is to analyse different strategy used by
companies with respect to globalization for improving relationship with their clients. This in
turn recognized as a research issue because now a day, company faces different issues while
implementing the strategies while dealing globally. Hence, it is an issue because every client
has their own perception, so it is not easy for Barclays to meet all the requirements. That is
why, by using thematic data analysis, different strategies are identified which in turn improve
the overall performance of the company and develop a good relationship with clients as well.
Scope
Through this research, Barclays identifies ways which in turn assist to improve the
brand image of a company. As quoted firm has a brand image at different countries and it
also faces many challenges which somehow affects financial performance of a company. On
the other side, the study also benefits the banking industry because it provides range of
solutions which assist the firm to deal in this competitive era and attract range of customers
as well. In addition to this, other scholars may also get benefit from this study because they
use the content as a secondary study so that they may easily understand how the bank
implement business strategy with respect to globalization in order to improve the connectivity
with clients.
Structure of the dissertation
Chapter 1: Introduction
It is the first chapter of dissertation in which scholar provides background of the study
and describe aim and objectives. Also, the current chapter determine the reason for
conducting the research. Along with this, researcher also provides importance of conducting
the research in better manner.
Chapter 2: Literature Review
Second section of the dissertation which is completely based upon the secondary
research. In this, different themes are designed by complying with research objectives which
in turn helps to meet the define aim. Moreover, secondary sources are considered and with
the help of author's point of view, scholar is able to accomplish the define aim and objectives.
Chapter 3: Research Methodology
Next and most important chapter of the study in which scholar is able to identify the
methods which assist scholar to conduct the study in better manner. With the help of this

section, information is collected which in turn helps to answer the research questions. This
section defines research type, approach, philosophy, data collection methods, data analysis
and sampling strategies. Along with this, scholar also provide justification of choosing
appropriate strategy which in turn helps to meet the define aim.
Chapter 4: Data analysis and discussion
Fifth chapter of a research study, that is completely based upon the primary research.
In this section, scholar presents the findings from primary research in a presentable manner
which in turn helps to identify the business strategy with respect to globalization. In this
section, scholar uses themes and charts which in turn helps to present the study in better
manner, so that appropriate results are generated.
Chapter 5: Conclusion and Recommendations
Last chapter of dissertation in which scholar summarize entire chapters and determine
whether the defined aim and objectives are met or not. Through this section, investigator is
able to examine ways through which Barclays is able to improve the connectivity with
clients. Moreover, the section is also recommended some ways through which company is
easily deal in different countries without facing issues and also suggest some ways that assist
to maintain long term relationship with their clients.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review (LR) is the summary of secondary research which a scholar used
while doing their own research. This section helps the scholar to collect the relevant
information for a topic by using appropriate sources such that books, articles, newspaper,
blogs and website. In the same way, the present section also assists to determine the business
strategy used by the companies in order to connectivity of business with clients. So
investigator also determine the challenges face by company while implementing different
strategy, which may somehow affect the entire business in opposite manner, also support the
same with author’s point of view.
2.2 Concept of business strategies
In accordance with Yuan and et.al., (2020) business strategy is a long term plan that
helps the company to reach the desired state. This strategy is also including company’s goals
and objectives, customers who want to sell the products and assist to make profit as well. So
it is stated that business strategy is a combination of all decision take as well as action
performed by a business to attain the business goal in order to secure competitive position
within a market. Park and Mithas (2020) share their views and stated that it is a backbone of a
business because it provides a roadmap that leads to meet the desire goals. So, if a roadmap is
not appropriate then it will lead to generate wrong results that somehow affect the business
overall brand image in opposite manner.
Akter and et.al., (2016) explain in their study that business strategy is not successful,
if company do not have clear objectives. That is why, with an increase in competition, the
importance of business strategy is also increases such that it is a part of a business plan. For
example, in Barclay’s if manager wants to implement a business plan, then strategy offer a
way to fulfil those goal. Moreover, business strategy also focusses on capitalizing on strength
of a business which will help to increase the competitive advantage (What is business
strategy, 2020). This in turn help to meet the define goal and raise the brand image at further
level of success as well. Ukko and et.al., (2019) critic that business strategy is also decide the
path which needs to be followed in order to interim goal to be accomplish. Hence this makes
it easy to control the activities and take a business at further level of success as well.

Therefore, business strategy is used when the company wants to create a new market
or establish a new business in new market, to sustain the brand image in competition, make
product differentiation that helps to present the product and services in unique manner.
Yuliansyah, Gurd and Mohamed (2017) supported by stating that business strategy is
considered the basic need of every organization because it is a combination of proactive
actions for management part. Also, helps to enhance company’s market position along with
overall performance so that company sustain the brand image at global level. That is why, it
is necessary for the firm to develop best and effective business strategy with a formulated
response.
2.3 different types of business strategy used by company to improve the connectivity of
business with clients
According to Yuliansyah, Gurd and Mohamed (2017) there are many strategies used
by the companies to stay ahead in the competition and among all, product differentiation is
considered one of the most common method because it makes product different from other.
For example, Barclays strategy is used to promote the business and for that its strategy is to
deliver the strong returns by building a strong British Universal bank that attract range of
customers towards it, at all around the world. Moreover, it is also analysed that the company
uses B2B segments which in turn helps to provide flexibility to all its customers which that
assist to sustain the brand image. Recently the company wants to introduce its new service
i.e. Barclays Execution Service (BX). This new service helps Barclays to operate in its best
manner so that it delivers the best in class services globally and support their business as
well.
González-Rodríguez and et.al., (2018) reflected in their study that by using new
application will assist the business to manage the finance and attract the range of customers
towards it. In the same way, quoted firm is also uses its new service in order to remain in
touch with customers and provide support to their client so that they may use their finance as
per their suitability. In company’s application, company also added different feature that
helps to gain attraction and also meet the define aim. Therefore, it is clearly reflected that by
using effective business strategy, company is able to meet the define aim and also offer their
best in order to improve the brand image. Suoniemi and et.al., (2020) explain in their study
that company wants to use innovative strategy in order to improve the overall image along
with assist to stay ahead in the competition as well. Thus, it is analysed that with the help of

effective advance technologies, companies may reach to large audience and this helps to
directly creates positive impact upon its financial performance as well.
This type of business strategy is related to particular business level strategy which is
specifically used by general managers who convert mission and vision into the appropriate
strategies that helps to sustain the brand image of a company. That is why, companies
develop range of business strategy in order to grab attention of many customers and sustain
the brand of a firm as well. Yip and Bocken (2018) stated that in order to develop a strong
bond with their existing global clients and attract new segments of customers, Barclays has
managed to develop an own payment system on its mobile application. This solved the
purpose of faster and efficient collections of the payment made by the customer (Strategies
for improving business performance management, 2020). The business strategy so developed
was in order to build connectivity with the customers across borders. Kannothra, Manning
and Haigh (2018) criticized that such a business strategy want prove good for the global
clients who are not tech savvy and since the company is focusing on expanding payment
solution through mobile in UK majorly, personal connectivity shall end completely which
will ultimately impact the relations with the clients.
In the opinion of Kotarba (2016) one of the major business strategies that is developed
is of working with various fin-tech companies in order to get the feedback regarding their
business innovations and technological up-gradations. This is to ensure that clients are
satisfied and the services are easily accessible to them. Strang (2016) evaluates that feedback
regarding the technological innovations can be used to improve the services and also further
develop technology to serve the requirements of the clients globally. The mobile app that is
launched can be further be customized so that quick redressal can be provided to the
customers globally.
As per the views of Cortet, Rijks and Nijland (2016) Barclays has developed certain
business strategies so that it can gain competitive edge over other global competitors. For this
it has developed an innovative system of current account aggregation where an additional
feature is developed in which the customers are able to access their current account from
other banks. It was the first bank to initiate this feature which increased the flexibility of their
customers and built the brand loyalty. On the contrary Marquardt and et.al., (2018) believed
that this can pose safety and security issues to the customers and further contribute to the
building of relations with other banks. This can lead to it losing its customer base to its
competitors. Mullan, Bradley and Loane (2017) initiated that another major development that

the bank can bring is that it can involve the accounts of other banks so that the payments can
be made using its mobile app even if the account belongs to the other bank. This shall help in
better client relationship and persuading them to join with the bank.
Romānova and Kudinska (2016) analysed that the mobile application that is
developed by the bank in order to support the customer also provides customized services
like facilitating the crucial decision-making by the customers. Detailed analysis of the
problem is conducted and way out is suggested so that the client is able to efficiently manage
the finances.
2.4 Challenges face by company in implementing various types of strategies in global market
As per the views of Duygun, Ladley and Shaban (2020), there are various challenges
faced by companies in implementation of new strategies in global market for keen
informative expansion which are based on international company structure domains and
foreign laws, regulations. There are various aspects such as cost calculations a global pricing
standards which bring on rise within complications. There is also rise in risk for currency
rates fixations as internationally there are communication difficulties and cultural diversity
risk for which new evolving scenarios shall be enhanced. The author also has explained in
research papers that there is supply chain complexity and risks for labour exploitation which
raises new investments to be planned. External business environment brings on varied new
scale evolving space where varied scale commercial aspects shall be taken care of
informatively, also up gradation of new strategies bring on rise towards complications for
new companies.
As noted by Torp and Andersen (2020) communication language barriers have also
provoking new critical domains for which research examines focus on aspect that there are
new paradigms coming on among companies for establishing new domains imperatively. The
researcher has also explained that employees need to be trained for international expansion in
global market where there is also preferential risk in form of diversity expansion profoundly.
The author also explains that worldwide environment issues have major scope for impacting
fundamental scope for new business strategies widely on which functional scale focus and
revenue targets need to be analysed. Political risk factors also come in as global target
market risk commercially, for generating new strategic vision growth and also new expansion
scale opportunities into untapped vision market productively. There is new divergence scope
for larger scale diversity analysis and evolving horizons within global expansion where
customers have larger scale expectations with various new brands coming on. Barclays bank

has also varied new competent aspects of business expansion scale growth horizons for
scenarios efficacy widely, on which there is varied upscale opportunities informatively
present.
As per Banks, (2017) central issues with implementation of the strategy are concerned with
risk minimisation. Company has to consider the environment in which country is operating
and also in which it is planning to expand and has to deal with different variables. These
variables include cultural barriers for investments, ability of reaching competitive edge with
new investment and strategic use of the natural resources and technologies that will bring
international investments. Among the different variables the cultural barriers are one that
affects the strategies. Culture by Hofstede is described as collective programming of minds
which distinguishes members of the human groups from others. The model provides main
dimensions of the culture which affects the work practices in the different countries which are
uncertainty avoidance, power distance, collectivism vs individualism, feminity vs masculinity
and short vs long term orientation. In the national cultural framework larger power distance
could translate into the potential corrupt practices. They have to understand the cultural
values and beliefs of the culture in which they are operating. Some countries have saving
habits while some have investing them to get returns and some may have habits of spending
and living freely independently. The cultural background has high influence over the banks.
They have to put increased efforts for moulding their habits and to develop them as per the
benefits of bank. They have to create their saving habits in banks in savings or fixed deposits.
The overall strategies are developed considering the cultural backgrounds. Banks failing to
understand them properly face issues in the strategy implementation.
The political risks are challenges that banks have to face due to the government
actions and even inactions in the view of Braun, (2020). Political risks imply the negative
consequences because of behaviours of the government and the public sector organisations.
Political risks mainly cover threat of the nationalisation. Extreme threats of the
nationalisation take sometimes milder form in time of the crisis and government resorts to the
exchange rate controls. Other political risks represent corruptive practices as the government
may not be active about of actions to be taken based on the economic contexts. If policies of
government are on papers only than the strategies framed by banks on these agreements
would not be implemented effectively.

2.5 Conclusion
The above section concluded various aspects of business strategies which can be used
by the company in order to improve the productivity such that new scale innovation coming
on among global companies where Barclays bank is professionally heading towards new
scale expansion. Global market brings forward new scope horizons for untapped market
growth with various strategies such as B2B commercial strategies which enhance connective
diversity and business goodwill productively. The research by various scholars have also
concluded further detailed aspects of global challenges such as complexity within economic,
political parameters imperatively on which keen fundamental strategic expansion needs to be
developed. It can be also analysed that Barclays bank has to be optimistically moving ahead
towards new keen targets for global target expansion imperatively and also upscale fund
strengthened diversity. The research has concluded that new productive functional standards
of keen ideas and cultural growth efficacy, will enable business developing fundamentals
effectively on longer run.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a technique which is used to determine and select the
process that assist to analyse the correct information about a topic. With the help of this
chapter scholar is able to evaluate the study's validity and reliability. Moreover, the chapter
assist to verify and test the important facts which in turn aid to meet the define aim. This
section will define the terms such that research type, philosophy, approach, data collection,
data analysis, sampling, ethical consideration. Along with this, scholar is also select the best
strategy which in turn assist to answer the research questions of the study.
3.2 Research type
There are three main types of research which can be used by the scholar. Such that
qualitative study which involves the collecting and analysing the non-numerical data that
helps to understand the concept and opinions of respondents (Snyder, 2019). Another type is
quantitative in which is completely based upon numerical data that helps to find the pattern
and relationship between variables. Last is mixed research which is a mixture of qualitative
and quantitative.
Among all, qualitative study has been adopted by the scholar that helps to provide in-
depth understanding of different ways. Also with the help of this type, scholar is able to
examine the various business strategies used by Barclays in order to manage the connectivity
among clients. Therefore, it can be stated that with the help of qualitative study, scholar is
able to answer the research questions in better manner and meet the define aim as well.
3.3. Research Philosophy
It is the belief about the way through which data can be gathered, analysed and used.
Through this, investigator enhance the ability to solve problem and examine the behaviour of
selected respondents. There are two main types of research philosophy i.e. Positivism which
is relied upon quantitative study because it is based upon the factual knowledge gained
through observation (Mohajan, 2018). Next is Interpretivism research philosophy which
interpret the views in better manner and it is relied upon qualitative study.
Therefore, from the above types, interpretivism research philosophy has been chosen
by the scholar because it helps to evaluate the qualitative data pertaining to business strategy
used by banking industry with respect to globalization. Hence, this in turn interpret the

element of study that assist to meet the define aim and conduct the study in more precise
manner as well.
3.4 Research approach
Research approach is a plan and procedure which is consist of different steps from
broad assumption to detailed method of data collection and analysis. With the help of this,
scholar is able to understand the key areas in more effective manner. There are three types of
research approach such that inductive research which is based upon qualitative data and
comply with theory and models (Zangirolami-Raimundo, Echeimberg and Leone, 2018).
Whereas, deductive research approach is complying with quantitative study in which
hypothesis is involved. Last is abductive research approach which is designed to meet the
loopholes of inductive and deductive approach.
Among all, inductive research approach has been adopted by the investigator that
assist to investigate different business strategy implemented by banks with respect to
globalization for improving the connectivity with clients. Hence, with the help of such study,
scholar is able to identify the themes and pattern that support to meet the define aim of a
study.
3.5 Data collection
Data collection is the process of collecting information that assist to answer the
research questions. There are two types of methods which is also used by the scholar such
that under primary data collection, scholar uses survey method in which questionnaire is
designed. In this method, relevant questions are asked which helps to answer the research
questions and this assist to determine whether the objectives are met or not. On the other side,
secondary research is another type of data collection in which relevant books, articles and
journals are selected by the scholar by considering the research topic (Dźwigoł and Dźwigoł-
Barosz, 2018). This is used under literature review section in which different author's point of
view are consider that assist to meet the define aim.
3.6 Data analysis
It is a process of cleaning, transforming and modelling the data into useful
information that helps to make decision in better manner. Hence, in the same way, to present
dissertation, scholar uses this technique in order to conduct the whole research in better
manner (Basias and Pollalis, 2018). For the same, thematic data analysis has been adopted by
the scholar in which different themes are presented on the basis of respondents views and this

in turn help to meet the define aim in better manner. Moreover, this strategy is effectually
assist to present the entire findings in such a manner that assist to identify whether the aim is
met or not. Hence, it is stated that by taking into consideration of all the responses views,
several themes are prepared by considering the research objectives.
3.7 Sampling
It is the process which is used in statistical analysis in which pre-determined number
of observation are taken from larger population that helps to meet the define aim. There are
two types of sampling used by the research such that purposive in which researcher is able to
choose samples from larger population randomly (Kumar, 2018). Whereas, under non-
purposive sampling method in which all members have an equal chance of participating into
a study unlike probability.
Among all, simple random sampling method has been adopted by the scholar under
purposive sampling. In this 50 respondents are chosen by the scholar from a large population
that assist to meet the define aim. With the help of simple random sampling method, scholar
is able to derive the valid outcomes and generate the valid conclusion as well.
3.8 Ethical consideration
In order to conduct the entire research in proper manner, there is a need to comply
with ethical principles and also take consent from the respondents prior to the research so that
it will affect the entire research in opposite manner. Scholar should also make ensure that
proper confidentiality is maintained which in turn assist to meet the define aim. Also, Data
protection act should be complying so that all the personal information of respondents should
be protected (Ulmer, 2017). On the other side, there should not be any miscommunication
between respondents and researcher because it may lead to generate the wrong results as
well.
3.9 Limitation
While writing the dissertation, time, money and unavailability of sources are
considered as a main limitation. Therefore, time and money are considered the quantitative
tool such that SPSS has not been selected. Thus to avoid the same, thematic data analysis is
done. Moreover, by using the keywords scholarly articles scholar is also resolve the issues of
unavailability of sources. On the other side, there are some sites which are access denied and
this in turn leads to consumes lot of time. So, scholar should make sure that appropriate sites
are used that helps to provide accurate information that leads to generate the valid outcomes.

3.10 Reliability and validity
In order to validity aspects, scholar uses papers and articles which are published form
2016 onwards. Further, all the copyright protected articles are also chosen which reflect the
reliability aspects and this in turn helps to conduct the research in proper manner. Therefore,
if these all aspects are considered in proper manner, then the scholar is able to meet the define
aim in specified tenure which in turn helps to identify how business strategy are implemented
that assist to improve the connectivity of clients.
3.11 Conclusion
By summing up above section it has been concluded that with the help of qualitative
study, scholar is able to conduct the study in better manner. Such that by using inductive
research approach, scholar identify the pattern of selected respondents and this in turn assist
to meet the define aim. Apart from this, the section also summarized that there are two types
of data collection methods used by the scholar which helps to determine strategies used by
Barclays in order to establish the brand image at different countries.

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
Theme 1- Yes, there is understanding relating to the concept and use of business strategies.
Particular Respondent % of respondent
Yes 43 86
No 7 14
Total 50 100
Interpretation- As per the survey through questionnaires it has been analysed that there are
around 86% of the managers and executives that have understanding over the strategies and
its use. While the others have less or incomplete knowledge about the strategies undertaken
by the company. It shows that all the managers and executives are not having complete
understanding about the use of strategies that have been taken for improving the performance
or other factors. It shows that the quality of the strategies framed by such managers is not
adequate and this makes it difficult to implement them. As discussed in the above literature
business strategies are defined plan which are framed for achieving the desired objectives and
goals of the company. Without proper understanding of the strategies and motive behind
their use organisation would not be able to achieve the desired aims and objectives. It will be
difficult for the managers to lead the organisation towards a clear path for accomplishing the
business objectives. The lack of understanding will drive the strategies towards a different

direction that has no outcomes (Cocco, Pinna and Marchesi, 2017). This would increase the
costs of companies and also they would be diverted from the actual objectives.
Theme 2- Strongly agreed that company is adapting to the strategies which are in
accordance to latest business practices and trends.
Particular Respondent % of respondent
Strongly agreed 25 50
Agreed 10 20
Neutral 4 8
Disagreed 6 12
Strongly disagreed 5 10
Total 50 100
Interpretation- The results from the questionnaire shows that there are only 50% managers
who agree that their organisation has adopted strategies which are in accordance with the
latest environment and as per their environment. 8% of respondents were neutral that some of
the policies meets the current trends and company environment. Around 12% of the
respondents believe that the strategies are not linked with latest trends and the environment of
company. It could be assessed that considerable number of organisations are having strategies
that are appropriate as per the current industrial trends and environment. Remaining are quite
related and some have no relation to trends and environment. It could be considered as the

main factor that causes the implementation of strategy unsuccessful. Going through the
literature it has been analysed that the managers have to be very selective about the strategies.
They have to analyse the issues and problems faced by the companies that is affecting their
ability to achieve the goals and objectives. The policies implemented would lose their
effectiveness if they are not adopted as per the trends going in the market. It would require
the companies to change their strategies in short period as business operates in continuously
changing environment to make pace with current environment. It has been seen that
organisations that create strategic policies considering the ongoing environment tends to have
greater competitive advantage as compared with other (Hameiri and Jones, 2018). Companies
which have strategies that are accurate and brilliant also fails many of the times as they are
implemented without accounting for the environment in which companies are operating.
Environment of the company plays an important role in effective implementation of the
strategies. They have to ensure that they frame strategies that are compatible with present
trends and is applicable to their business environment.
Theme 3- Yes, the use of the effective strategy is helpful in increasing the efficiency of the
company.
Particular Respondent % of respondent
Yes 39 78
No 11 22
Total 50 100

Interpretation- as per the views of the maximum of the of the respondent it was clear that the
use of effective strategy will be helpful in the increasing of the efficiency of the company. the
major reason for this is that when the company will make the use of the effective business
strategy then this will provide a clear guideline to the employees that how they have to do
work. On the other side 22 % of the participant does not agree to the fact that use of effective
strategy of business will create a better working environment. On the other side Wang and
et.al., (2020) argued that when the company effectively make the use of the business strategy
then this will create a better working condition when they will be using the business strategy
at the global level. In addition to this when the company will be using the global business
strategy then this will increase the working efficiency of the employee and the overall
working of the company will increase. Along with this Hassani, Huang and Silva (2018) also
stated that when the company will be using the global business strategies for the management
of the business then this will assist the company in creating a global competitive position.
Thus, this will assist the company in creating a good image among the global competitors in
the global business environment.
Theme 4- Yes, there is relation present in the use of business strategy with the performance
of the employees and the company.
Particular Respondent % of respondent
Yes 32 64
No 18 36
Total 50 100

Interpretation- with the assistance of the primary data collected it was seen that the majority
of the respondent stated that there is relation between the use of business strategy with the
performance of the company. the major reason for this is that when the company will make
the use of the latest strategies then this will increase the interest of the employees working in
the company. thus, this will increase the efficiency of the company as the organization is
already using the strategies which will assist the company in management of the business. on
the other side 36 % of the participant disagrees to the fact and states that there is no relation
among both. As supported by Magnis and Iatridis (2017) the use of business strategy
provides a direction to the employees that how they have to work. Even when the company
will be using the latest strategies for managing the business at global level then this will
promote the working efficiency of the employees to a great extent.
Theme 5- Majority of respondent agreed that the company is making use of effective
business strategies with the regards to globalisation.
Particular Respondent % of respondent
Yes 47 94
No 3 6
Total 50 100

Interpretation- on the evaluation of the primary data collected from the 50 participant it was
evaluated that the majority of respondent that is 94 % agreed that company is effectively
using the business strategies with respect to current global market. On the other side
remaining respondent did not agreed to this and said that company is not using strategies in
effective manner. As per the view of the Joshi and et.al., (2020) the use of business strategy is
very much helpful as the use of these strategy will make sure that the company is operating in
proper and effective manner. But it is the responsibility of the company that they make the
use of the strategies in proper and effective manner so that it can be optimally used. In
addition to this when the company will make use of effective business strategies then this will
direct every employee of the company to work in proper and effective manner. Hence, as a
result of this when the company will operate in global market then the level of operation will
increase and this will result in increase in profitability and productivity of the company to a
great extent. In addition to this when the company is operating in the global market then the
competition is very high and for this the company will try to beat the competition by
providing better services to the consumer. Hence, as a result of this the company will be
working in more effective and efficient manner.
Theme 6- Positive is the impact of using the business strategy in the era of globalization.
Particular Respondent % of respondent
Positive 30 60
Negative 13 26
No impact 7 14

Total 50 100
Interpretation- With the help of above graph and table, it is exhibit that 60% of the
respondents are stated that there is a positive impact of using business strategy in the era of
globalisation. Whereas, 26% of them are agree that there is a negative impact of using
business strategy within organisation. On the other side, only 14% of them are stated that
there is no impact of business strategy. So Yuan, Y. and et.al., (2020) also supported that
business strategy always take a business towards a positive direction and this in turn improve
the overall financial performance of a company. Hence, majority of them are supported with
the same which is clearly reflected that company should have implemented business strategy
so that it provides a base and target which needs to be accomplished by members.
Theme 7- All of the above are the various strategies which is being used by company in
managing business at global level.
Particular Respondent % of respondent
Developing own system of payment 5 10
Development of mobile payment system 5 10
Introducing Barclay Execution service 8 16
All of the above 32 64
Total 50 100

Interpretation- on the analysis and evaluation of the primary data collected with help of the
questionnaire it was clear that majority of people agreed that all of the above are the
strategies which are helpful in managing global business. as assented by 64 % of the
participant it is clear that all of the above are the major strategies which Barclay’s bank is
using in order to manage the global business. this all of the above involves the strategies like
introduction of Barclay Execution service, developing the own system of payment and the
developing of mobile payment mode. On the analysis of the views of Yip and Bocken (2018)
the use of all these strategies will attract a large number of consumer and this will increase
the overall working of the company and the efficiency of the employees and the company as
well. Along with this author also supported that when Barclay will be adapting to the latest
trends then this will attract majority of the people and they will do trade with more people.
This is particularly because of the reason that when the company will make the combination
of all these strategies then this will create a good impact over the working of the company to
a great extent. This is particularly because of the reason that when Barclay will make the use
of all these strategies at global level then this will increase the working of the company to a
high level.
Theme 8- All of the above are the major benefits which Barclays enjoy because of using
the business strategies in era of globalisation.
Particular Respondent % of respondent

Increase in productivity of company 15 30
Increase in goodwill 3 6
Rise in market share 10 20
All of the above 22 44
Total 50 100
Interpretation- with the help of evaluation of the above primary data is that when the
company will make the effective and proper use of business strategy then this will provide
benefit to the company. As per the views of 44 % of the people the major benefit of using and
implementing the business strategy in proper and effective manner is all of the above. This all
of the above involves the increase in the goodwill, increase in the market share and increase
in productivity of the company will be increased. However, rest of the participant agrees to
these points but on individual manner. On the other side 30 % of the respondent stated that
increase in the productivity of company is the major benefit of working in the global business
environment with help of global business strategies. In against of this 20 % stated that
increase in goodwill is the major benefit of using the global business strategies. As per the
thinking of Raut, Cheikhrouhou and Kharat (2017) when the company effectively manages
the business at the global level then this will increase the profitability of the company to a
great extent. This will increase the overall working efficiency of the business and will also
motivate the employees to work in more effective manner. Hence, when the company makes

effective use of the strategies then this will increase market share of the company and as a
result of this the goodwill of the company will also increase.
Theme 9- Yes, there are many different types of challenges which the company is facing in
order to manage the business in global market.
Particular Respondent % of respondent
Yes 45 90
No 5 10
Total 50 100
Interpretation- by the assistance of the primary data and its analysis and evaluation it was
clear that use of the business strategy is beneficial but then also there are some of the
challenges or problem as well. As agreed by the 90 % of the population there are many
different types of challenges and issues which are being faced by the company. however, on
the other side 10 % of the population states that there are not much any challenges which
affects the working of the company. with regards to the opinion of Dada (2017) when the
business work at global level then there are many different types of problems and issues
which the company faces in order to making the changes in effective manner. In addition to
this when the company works at the global level then this will increase the problem in the
global business environment. On the flip side another major issue is that because of the global

business environment the company need to operate at a large scale and this affects the
working of the company to a great extent.
Theme 10- Lack of experience in management team and communication and language
barrier is the major challenge which Barclay is facing in global business environment.
Particular Respondent % of respondent
Lack of experience in management of company 15 30
Economic and environmental condition of
different countries 8 16
Difference in cost of material in different
countries 12 24
Communication and language barrier 15 30
Total 50 100
Interpretation- by the evaluation and analysis of the primary data collected from 50
respondent of Barclay’s bank it was seen that there are many different types of the challenges
and issues being faced by the company. as per the views of 60 % of the respondent the major
challenge being faced by the company is the changes in the economic and environmental
condition of different companies and the communication and language barrier. This is the
major challenge as when the company goes for the global business then the economic
condition and the environmental condition of both the countries will be different. This might

cause issues and problem in the management of the business and the different operations of
the business. on the other side the another major common barrier or challenge was the
communication and language barrier. This is majorly a challenge because of the reason that
when the company will integrate with another company in other country then this will create
issues as both language will be different and this will hamper the communication. As
supported by Cuervo‐Cazurra, Doz and Gaur (2020) all these issues and challenges hamper
the working of the company. the major reason for this is that when the company will work at
global level then this will demotivate the working of the employees and this will reduce the
profitability of the company at the global level.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
Conclusion
By summing up above study, it has been concluded that bank implement the business
strategy with respect to globalization for improving connectivity with clients. Through
literature review, it is analysed that business strategy is long term plan that helps to meet the
define aim of a company. This is also including different goals and objectives which in turn
improve the profit of a firm. Also, there are many ways through which the company
established its brand image at different ways. For example, Barclays implement advance
technology which help to improve the business operations and this in turn attract range of
customers towards it. Such that within banking industry, there is a need to use advance
technology because it saves time and money of a company. Moreover, through secondary
research it has been concluded that there are different challenges which a banking industry
face while developing different strategies. Such that language barrier is considering the major
issue which a firm face while dealing globally and this somehow affect the overall
performance of a company in negative manner.
On the other side, sudden fluctuation in economic and political factor is also
considered another challenges which a firm face while expanding the business at different
countries. Moreover, through research methodology section, it is also concluded that by using
qualitative study, scholar is able to derive valid results which assist to meet the define aim
and objectives. Along with this, both primary and secondary research methods are uses which
in turn improve the results in positive manner. Thus, through research methodology section,
scholar is also able to conduct the entire research in appropriate manner and this in turn assist
to meet the define aim and objectives.
Through data analysis section, it has been summarized that majority of the
respondents are agreed that Barclays uses range of business strategy within its business. Also,
company make sure that the applied business strategy is helpful to increase the efficiency of a
quoted firm. Apart from this, more than 50% of the selected respondents are completely agree
that there is a positive relation with company performance when business implement
appropriate strategy. Such that Barclays uses own system of payment and implement new and
advance technology that helps to manage its business operations while dealing globally. In
addition to this, company also get benefit of using business strategy like, increase the
productivity, goodwill and rise in market share. This is clearly reflected that with the help of

business strategy, company is able to sustain the brand image at international level.
Though there are many challenges which a company face while managing the
business at global level such that fluctuation in economic and political factors, language
barrier. But majority of respondents are agreeing that lack of experience in management of
company is consider the biggest factor that affect the overall brand image of a company in
negative manner. Overall study concluded that with the help of effective business strategy,
company is deal with complex problem and this in turn improve the connectivity of the
clients as well. Hence, it is analysed that through appropriate business strategy company meet
its define aim and this in turn takes a business at further level of success as well. Moreover,
from the study it has been further concluded that there is a positive impact of using the
business strategy upon company performance because it is developed by experts who has
enough knowledge which in turn improve the overall brand image at global level.
Recommendations
From the above whole study, it is clear that company need to work effectively in the
management of the business at the global level. This is majorly because of the reason that
when the business operates in the global market then they have to use effective business
strategies so that they can survive and sustain in the global market. Global business need to
focus on various aspects that can influence their business activities in many ways. There are
various strategies through Barclays bank can manage business globally.
 Translate global market demand and create a cooperative approach is the best
recommendation that can be useful for global business. It is very important to
understand local market so that strategies can be made according. To understand
market firm need to realize culture, behaviour and thinking way of that area's
customers it plays vital role in managing different domain.
 Another essential recommendation is effective communication method that Barclays
bank can adapt to improve or remover connection gap that has been found due to
linguistic barrier. It helps in developing trust and rearing relationship with market.
Plans, strategies and objectives should match the with domestic people's expectation
so that consistent growth of organization can be achieved.
 Sometimes Leveraging Partnership and asking for help create positive impact on
market. Mutual partnership and relationship with stakeholders are key to get success
in international business.

 Fourth recommendation or strategy that can be useful for Barclay is revenue gain,
reinvest and repeating the same. This is best strategy to keep the footprint in market. it
can assist Barclays to free extra capital to reinvest outside so that it can obtain an
additional source of fund to carry forward its business effectively. it can make the
bank internally strong so it can keep focus on outside challenges.

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APPENDIX
Questionnaire
Name:
Age:
Gender:
Q1. Is there understanding present with the use of different business strategies?
 Yes
 No
Q2. Does your company is adopting the business strategies which are latest and in
accordance with the current working environment?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
Q3. Does the use of effective business strategy helpful for the company in increasing
efficiency of the company?
 Yes
 No
Q4. Is there any relation of use of business strategy over the performance of the company
and the employees?
 Yes
 No
Q5. Is company making use of effective business strategies by keeping in mind the concept
of globalization?
 Yes
 No
Q6. What is the effect of using the business strategy in the era of globalisation?
 Positive
 Negative
 No impact
Q7. From the following what are the major strategies used by Barclay in order to manage
globalisation?
 Developing own system of payment
 Development of mobile payment system

 Introducing Barclay Execution service
 All of the above
Q8. What are the major benefit if using business strategies in global working environment?
 Increase in productivity of company
 Increase in goodwill
 Rise in market share
 All of the above
Q9. Are there any challenges or issues being faced by company in managing the business
at the global level?
 Yes
 No
Q10. From the following which are the major challenges which is being faced by Barclay’s
plc in management of global business?
 Lack of experience in management of company
 Economic and environmental condition of different countries
 Difference in cost of material in different countries
 Communication and language barrier
Q11. What are some of the recommendation which the company faces in order to manage
the business strategies over global market?