Strategic Marketing Management

Running head: MANAGEMENT
Strategic Marketing Management
Name of the Student:
Name of the University:
Author Note:

1MANAGEMENT
Executive Summary:
The report aims at providing an overview of strategic marketing management in context of Abu
Dhabi Commercial Bank (ADCB). The report commences with the analysis of the current and
the future internal and the external environment. This involved undertaking the SWOT and
PESTEL analysis. The report also undertakes analysis of the relevant information for developing
the strategic marketing plan

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Table of Contents
Introduction:....................................................................................................................................3
1. Analysis of an Organization’s Current and Future External and Internal Environment.............3
2. Development of Strategic Marketing Plan..................................................................................8
Conclusion:....................................................................................................................................10
References:....................................................................................................................................11

3MANAGEMENT
Introduction:
The report aims at providing an overview of strategic marketing management in context
of Abu Dhabi Commercial Bank (ADCB) (adcb.com 2019). It represents full service commercial
bank that offers varied range of services and products that includes wealth management, retail
banking, corporate banking, private banking, commercial banking, investment banking, cash
management, foreign exchange, corporate finance, currency derivatives, interest rate, project
finance, Islamic projects and the services related to property management. The organization has
a strategic overview that aims at earning trust of the investor community through world class
accountability and trust. As far as the investor relations are concerned, it aims at earning the trust
of the investor community through accountability and transparency. ADCB also rewards and
attracts the best talent with the incentives aligned with the strategic objectives. It is an agile
organization with innovative culture (adcb.com 2019). The bank has a widespread network. It
has close to 47 branches, 3 pay offices and 358 ATMs in UAE, 2 branches in India, 1branch in
Jersey and representative offices in Singapore and London. The report aims at an analysis of the
current and the future internal and the external environment of the organization. Further, the
report also undertakes an analysis of the relevant information for informing the strategic decision
making and thereby developing a strategic marketing plan.
1. Analysis of an Organization’s Current and Future External and Internal Environment
A PESTLE analysis helps in identifying the main external opportunities and threats in
the market (O'brien 2019). United Arab Emirates (UAE) represents a Middle Eastern Country
located in the Arabian Peninsula. As per the reports put forward by the World Bank in 2014,
United Arab Emirates has the topmost gross domestic product per capita. The country however