Challenges and Opportunities in International Marketing for First Abu Dhabi Bank (FAB)

Running head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
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1INTERNATIONAL MARKETING
Table of Contents
Introduction................................................................................................................................2
Opportunities..............................................................................................................................2
1. The possibility of opportunistic investment gains:............................................................5
2. The Opportunity of an increase in the future profit...........................................................5
3. The Opportunity of Rising to a Position of Strength.........................................................5
4. Opportunity to Increase Revenue Due to Higher Property Related Income......................7
5. Opportunity in the Growth of Fees and Commission........................................................7
6. Opportunity for an Increase in the Client Sales.................................................................7
7. An Opportunity of Rise in the Group Operating expenses................................................7
8. Other Opportunities............................................................................................................8
Challenges..................................................................................................................................8
Macro challenges...................................................................................................................8
Micro challenges..................................................................................................................11
Meso challenges.......................................................................................................................12
Conclusion................................................................................................................................13
Bibliography.............................................................................................................................14

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Introduction
First Abu Dhabi Bank (FAB) is considered to be the largest bank of UAE. It is also
popular as one of the safest financial institution of the world. It is well known for offering a
vast range of tailor-made solutions, products as well as services in order to provide a
customised experience to the people of Abu Dhabi. It carries on its financial activities with
the help of strategic offerings. The aim of FAB is to fulfill the banking needs of its customers
who are spread all over the world. In order to reach its goal FAB has adopted the approaches
of market-leading corporate and investment banking. The purpose of this study is to
investigate the meso as well as micro challenges and opportunities that FAB faces while
performing financial activities. Another objective of this study is to conduct a macro analysis
of the economy and find out the macro challenges in front of FAB. In order to fulfill this
objective this study attempts to observe the macroeconomic condition in the year 2015, 2016
and 2017. this study also incorporates an analysis of political, economic, market stability data
collected from annual reports of FAB, up to 2018. Finally, this study attempts to make some
anticipations regarding the future of the firm in a selected foreign market. In the conclusion,
it sums up all the information derived from the analysis and anticipation. Macro
Opportunities
The opportunities of FAB has been proved from the strong set of results derived from
the Management Discussion and Analysis Report1.
1 Bankfab.com, Bankfab.com, 2019, online, Internet, 10 Apr. 2019. , Available:
https://www.bankfab.com/-/media/fabgroup/home/about-fab/investor-relations/pdfs/investor-relations/2018/q4/
fab-q4-mda-en.pdf?view=1.

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