Situational analysis of emirates nbd PDF

Running head: SITUATIONAL ANALYSIS OF EMIRATES NBD
SITUATIONAL ANALYSIS OF EMIRATES NBD
Name of the Student
Name of the University
Author Note

SITUATIONAL ANALYSIS OF EMIRATES NBD1
2.Executive Summary
The report is based on the analysis of the organization named Emirates NBD which operates
in the financial industry of Middle East. The analysis is based on the background of Emirates
NBD. The external environment has been analysed with the help of PESTLE framework.
Competitive environment of the organization has been analysed in order to analyse its
position in the financial industry. The corporate social responsibility based activities are also
an important part of the analysis which has been made in the report. Internal environment is
analysed by implementing the SWOT based framework. The report has been concluded by
stating that Emirates NBD has been able to operate in a profitable manner in the industry with
the help of its services.

SITUATIONAL ANALYSIS OF EMIRATES NBD2
3.Table of Contents
4. Introduction................................................................................................................3
Analysis of the company................................................................................................3
Task 1 – Company overview......................................................................................3
Task 2 – Marketing environment based impact analysis...........................................4
Task 3 – Corporate social responsibility....................................................................6
Task 4 – Competitive analysis...................................................................................7
Task 5 – SWOT analysis of the company..................................................................8
Task 6 – Comparative positioning and perceptual map based analysis...................10
6. Conclusion................................................................................................................11
7. Recommendations....................................................................................................11
9. References................................................................................................................13
8. Appendices...............................................................................................................16
Appendix 1...............................................................................................................16
Appendix 2...............................................................................................................17

SITUATIONAL ANALYSIS OF EMIRATES NBD3
4. Introduction
The report will be based on the analysis of external environment in which an
organization operates. The ways by which marketing environment of the organization is able
to affect the levels of profitability and revenues is a major part of the report. The company
which has been chosen for analysis is Emirates NBD which is a multinational organization
that has its operations in UAE. The organization has been able to develop a significant share
in the market of its operations. The main aim of the report is thereby to analyse the internal
environment of the organization and the competition which it faces in the industry (Abedifar
et al. 2015). The corporate social responsibility based activities which are performed by the
organization will also be analysed in the report.
Analysis of the company
Task 1 – Company overview
Emirates NBD is a large banking organization which operates in the Middle East. The
organization has been able to develop the largest position in the market in terms of amount of
assets which have been gained by the company in the industry. The organization was
established in the year 2007 with the help of merger between two major banking based
institutions including National Bank of Dubai and Emirates Bank International. The
organization further expanded its operations in many other countries of the world including
United Kingdom, Singapore, Saudi Arabia, China, Indonesia and India (Emiratesnbd.com,
2018).