Management Strategies for Abu Dhabi Commercial Bank

Running head: MANAGEMENT
MANAGEMENT
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Table of Contents
Introduction......................................................................................................................................2
Summarized situation analysis........................................................................................................2
Growth opportunities.......................................................................................................................3
Market penetration.......................................................................................................................3
Product Development...................................................................................................................3
Market Development....................................................................................................................3
Diversification..............................................................................................................................4
Marketing strategies.........................................................................................................................4
Internet marketing........................................................................................................................5
Word Of Mouth Advertising........................................................................................................5
Transactional marketing...............................................................................................................6
Implementation of Strategy.............................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The Abu Dhabi Commercial Bank is one of the most well known and eminent
organizations working in (Abu Dhabi adcb.com 2019). As has been seen from the situational
analysis of the company it can be said that the company is enjoying a good reputation on a
Global level. This is because they operate in the UK and also in the UAE. Hacklin, Björkdahl,
and Wallin (2018) have suggested that the company is doing a very good job as they are
widening their range of products. It is seen in the current context that the company has been
capable of reaching out to a large number of customers, They have about 37,000 SME and
Corporate Clients and 465,000 retail customers while operating through the network of close to
over 40 plus service brands. Thus it can be said that they are enjoying a good position in the
market and are in a good enough position to gain a competitive advantage over much other
organization that is operating in the industry.
Summarized situation analysis
On analyzing the current situation of the organization it can be said that they have been
successful in establishing themselves as one of the largest banks. They have been successful in
implementing the Abshar Emiratization Program strategy so that they can connect with their
customers in a greater possible way. They have been able to, make a powerful market venture
and enter into different places like India, the UK and also UAE. They have been capable of
carrying on a healthy business but generating a good amount of sales over the past few years.
They have been generating a capital adequacy ratio of the bank was at 18.92 percent while the

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liquidity coverage ratio was at 129 percent. (Zygourakis et al. 2016) is of the opinion of it is a
good and positive aspect of any company being able to reduce their operating cost and increase
their sales at the same time Abu Dhabi Bank has been capable of reducing their operating
expenses by 1 percent. His is mainly possible for taking the best strategies of cost reduction
(Siddiquee 2016).
Growth opportunities
Market penetration
In this strategy, it would mean that the firm aims to sell more of its existing products in
the markets that they are already in. ADBC bank is trying to expand their service within the same
market and beyond.
Product Development
This strategy signifies the production of new goods and services in order to stay in the
competition. This can be seen as a quite common process because for a company to sustain its
presence and growth, it cannot rely on a single product range (Awdeh and Hamadi 2019). ADBC
will gradually try to develop new services like low interest loans, online banking facilities and
others.
Market Development
This is the process by which the organization tries to offer their existing products into a
new geographical market or to new group of customers. ADBC is trying to expand their services
and products to large number of customers located not only pat a local but also a global level. In
order to do this they have to utilize the opportunity of online banking or net banking (cb.com.
2019). This will help the Abu Dhabi commercial bank to expand the range of their operation.