Strategic Analysis of Abu Dhabi Commercial Bank

Running head: STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Strategic Analysis of Abu Dhabi Commercial Bank
[Name of the Student]
[Name of the University]
[Author note]

1STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Executive Summary:
Strategic issues generally refers to the fundamental policy question or the critical
challenges that are responsible for having a huge impact upon the mandates, values, missions,
resources, structures, stakeholders, management, processes or product or service level. In this
report the organization ADCB or the Abu Dhabi Commercial Bank has been selected in order to
conduct an analysis of the strategic issues faced by the organization. Firstly the report has been
associated with the identification and analysis of the core strategic issues that are faced by the
organization by considering the strategic position of the organization. This has been followed by
the development of recommendations for eth needs of the organization related to the challenges
that are faced. Followed by this in the second section of the report a reflection and comment
upon the leadership behavior, the decision making process and risk management skills has been
provided. Lastly a research has been conducted along with the application of the theoretical
concepts upon the focal strategic issues has been provided.

2STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Table of Contents
Part 1:...................................................................................................................................3
Introduction of the organization:.........................................................................................3
Discussion:...........................................................................................................................3
Personal Banking:............................................................................................................4
Islamic Banking:..............................................................................................................4
Business banking:............................................................................................................4
Investment Banking:........................................................................................................5
Strategic Issue Analysis:......................................................................................................5
Usage of multiple Channels so as to reach the new customers:......................................5
The continued rise of the Technology Disruption:..........................................................6
Security and Authentication:...........................................................................................6
Optimization of the Mobile experience:..........................................................................7
Recommendations for the strategic issues:..........................................................................8
Improvements in the Digital experience of the Customers:............................................8
Enhancement of the data analytics capability:.................................................................8
Reduction of the operational costs:..................................................................................9
Updating and replacing the Core Operating System Components:...............................10
Improved business Processes:........................................................................................10
Enhance of the Security and the Authentication:..........................................................11

3STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Part 2:.................................................................................................................................11
CEO leadership Paper........................................................................................................11
Reflection and comment................................................................................................11
Leadership behaviors;....................................................................................................11
The decision making process:........................................................................................12
The risk management strategies:...................................................................................13
Research and application of theoretical frameworks strategic issue.................................14
References:........................................................................................................................17

4STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Part 1:
Introduction of the organization:
Abu Dhabi Commercial Bank or the ADCB bank is one of the major bank of the UAE
which is associated with providing different kind of services as well as innovative products for
the customers. This is named so after the merger of the Khaleej bank with the Emirate
Commercial Bank and the Federal Commercial Bank in the year of 1985. This organization is
one of the public shareholding organization which is having a limited liability. The bank is also
associated with ensuring the fact that the customers are getting satisfied which is the major
objective of this organization. Besides this the bank tends to provide good services to its
customers (adcb.com, 2019). The main mission of this bank is not to forget about the fact that the
customers are always having a choice in case if they are not satisfied. The banks is associated
with treating each and every customer as a particular individual which initially results in
delivering a quality service to each and every customer. The bank is consisting of 47 branches all
across UAE and two branches in India. This bank is also having offshore operations in the
Cayman Island as well. About 65% of the Stake is owned by the Abu Dhabi Investment Council
which is a state control body in the ADCB bank. This bank was established in the year of 1985
as the Khaleej Bank which is presently considered to be the third largest bank asset in the UAE.
Discussion:
ADCB bank is consisting of four major divisions which is associated with operating the
whole business and the divisions mainly includes the personal banking, Islamic banking,
Business banking and lastly the Investment banking. The four divisions has been discussed
below:

5STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Personal Banking:
This particular section of the bank is generally seen to be responsible for the various kind
of services such as the accounts, debits and the credit cards. Besides this this section is also
associated with regulating all the procedures related to loans bank assurances facilities and many
more (adcb.com, 2019). The division is also responsible for fulfilling all the basic requirements
of the bank and is associated with dealing with the general public issues as well.
Islamic Banking:
This is the particular division which is generally associated with providing different kind
of services in accordance to the Islamic banking regulations and is associated with offering
products as the Bai’ al-inah, Bai muajjal, Bai’ bithaman ajil, Mudarabah, Sukuk, Murabahah,
Musawamah, Ijarah, Bai salam, Qard hassan/ Qardul Hassan, Takaful, Hibah, Wadiah, Wakalah
(adcb.com, 2019). Islamic banking along with the finance is generally seen to be dependent the
principles that the Sharia is having, which is generally associated with defining the several ideas
related to marketing.
Business banking:
This particular section is generally responsible for providing of services such as the
management of cash, finance options for the entrepreneurial ventures that the businesses are
having (adcb.com, 2019). This section of the business is also responsible for dealing with the
corporate customers as well along with providing of treasury and services related to investments
as well as the trade services for the business.

6STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Investment Banking:
This section is associated with looking for opportunities related to the investments that
are to be done by the bank and is also associated with providing consultancy in the merger or
acquisition deals of the business (adcb.com, 2019). This section is also associated with offering
various kind of takeover, along with alliances, restructuring of the businesses, as well as the
divestment opportunities present for them. This division is particularly associated with helping
the organization in launching of the IPO as well as the stocks at proper time and is responsible
for regulating its procedures.
Strategic Issue Analysis:
Usage of multiple Channels so as to reach the new customers:
The pressure related to acquisition of the new customers has increased a lot in the
industry and the banks are seen to have more innovative in the process of acquisition of the new
strategies. One of the area which has been projected towards yielding of a significant return on
the investments made upon multichannel marketing (van der Steen 2017). Usage of the
combination of the traditional digital and the social channels is one of the major strategic
challenges that is faced by the ADCB bank. Unable to use the traditional along with the digital
and social channels have made the bank to fail in expanding their market reach as well being
incapable of getting their message delivered to the new customers which they have hope to
attract. Before indulging themselves in full scale multi-channel marketing efforts they lacked in
conducting a deep data analysis of the targeted customers along with failing in identifying the
best way of reaching out to the customers by making use of different channels (Adhikari 2018).
Along with all this the bank had also failed in proper allocation of the marketing which initially

7STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
turned out to be one of the main reason behind the failure in obtaining the best return from the
investments.
The continued rise of the Technology Disruption:
Experts present in the ADCB bank are not associated with the anticipation of the new
financial technologies so as to take up the substantial market shares from the banking industry as
a whole. However it is associated with posing a significant strategic challenge towards the
industry which in turn associated with is giving its recent containment and growth face a lot of
struggle (Child and Lu 2018). The organization has also failed in the adaptation of the proper
software and technologies which helps in serving in the displacement of some of the most
profitable offerings that are made by the traditional banking and this includes the financial
advising, alternative to loans, processing of the payments, and money transfer. In addition to this
the disruptive technologies also consists of certain disruptive innovations such as the crypto-
currency which is associated with threatening the underpinning of the banking industry (Wheelen
et al. 2017). Lack of adaptation of the technology initially made the organization become less
innovative and made them face a lot of challenge in the status quo which might be associated
with becoming a groundswell for the customer’s adaptation which initially made the bank get
thrived into further peril.
Security and Authentication:
The security and authentication that the ADCB bank is having is associated with building
on the mobile experience and the online banking facility that is provided by the bank and the
major reason behind this is that the security and the authentication would be associated becoming
one of the significant strategic challenge that is likely to be faced (Sommerfeldt and Yang 2017).
The reason behind this is that the consumers have been associated with continuing with the

8STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
adaptation of the mobile ecosystem for meeting the banking needs. Lack of taking a closer look
in the process of confirming the identities of the customers who were associated with accessing
the accounts remotely made the bank as well as the customers face a lot of challenge. There
existed the potential risk of security breach and identity theft and besides this the protection and
the security of the banking information is also considered to the paramount so as to instilling the
trust in the consumers mind (Begley, Purnanandam and Zheng 2017). ADCB bank lacked a
proper and devise strategic plan in order to ensure the safety of the financial data of the
customers.
Mobile payments:
The payments by usage of the mobile is seen to be becoming much more pervasive all
throughout the consumer economy (Kant 2017). Various application like the Gpay have been
associated with paving the way for the bank in this particular arena and due to the fact that the
customers are getting this type of services offered to them on their phones is initially making
them much more comfortable with the security of this method of payment.
Optimization of the Mobile experience:
The traditional banking system of ADCB bank is seen to have leaned upon the physical
branch locations and these branches have turned out to be the primary touch point of engagement
with the customers. However the increased usage of the smart phone along with associated
application have made the customers get much more inclined towards the complete baking
services which would be made online in order to get access to their accounts whenever they need
(Schmid 2018). But the ADCB bank had failed in providing a mobile-friendly banking

9STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
experience to its customers along with the coupled applications and this in turn turned out to be
making eth customers incapable of getting an aid from the financial services, the consumers
financial life would be considered to be a strategically paramount for the banks in the retention
of the current customers along with the attraction of new customers as well (Joshi and Parihar
2017).
Recommendations for the strategic issues:
Some of the recommendations for eliminating the strategic issues have been listed below:
Improvements in the Digital experience of the Customers:
The banks of today’s world are entirely committed to their customer experiences and due
to the fact that the increased rate of taking decisions by the customers depending upon the ease
with which they are capable of interacting with the financial institutions. Besides this the
competition around the customers experience is also associated with providing a rise to the new
roles as well as titles within the banking industry (Schmidt, Drews and Schirmer 2017). The
ADCB bank has been associated with expanding their process related to CX project especially as
it is related to the digital as well as the mobile experience and this has been associated with
setting out a major challenge. Despite of this initiative there stills exists the difficulty in gaining
the resources needed for pursuing the new projects. Additionally the application of the resources
towards making improvements in customer experiences there still would be existing the need of
determining the ways related to how the success would be measured (Kudryavtseva, Skhvediani
and Bondarev 2018). There exist a wide variety of methods that can be used and this includes the
measurements around the satisfaction, retention, loyalty and engagement along with some form
of revenue metric.

10STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Enhancement of the data analytics capability:
Insights of the customers along with the data analytics is considered to be a virtual
foundation of each and every retail banking trends in the years coming. Starting from the
removal of friction from the journey of the customers to the improvements in the delivering of
the multichannel and exploration of the usage of the open APIs, data acts as the fuel which is
associated with empowering all this initiatives (Niemand et al. 2017). Despite of the existence of
the vast amount of data that are available for the bank it has been noticed that they are having a
lot of difficulties in the determination of the appropriate data which would be having an impact
as well as the ways of harnessing the full potential of the collected insights. Some of the major
reasons behind the falling short of the potential has been listed below:
Competing priorities: There exists a lot of priorities which might be changing over a short
period of time.
IT Complexities: Due to the existence of multilayer systems along with the data, the bank is
rarely associated with the usage of the full breadth and depth of the data at the time of their
disposal
Lack of Coordinated vision: This might be associated with resulting in the sub-optimal
allocation of the human as well as the technical resources along with the limited interactions and
exchanging of the ideas (Maixé-Altés 2019).
Data Analytics is very much critical for the success of the bank and the risk related to
falling behind in leveraging the insights of the consumers has never seen to be greater and the
major reason behind this is that the expectations of the customers are increasing day by day. So

11STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
ADCB should necessarily be associated with the enhancing their data analytics capability so as
to tackle the various strategic issues that are faced.
Reduction of the operational costs:
ADCB has been associated with spending a lot of time as well as effort upon cutting
down the cost of the operations wherever possible and this efforts have sometime seen to be have
been done without understanding the impacts that this would be having upon the experience of
the customers (Schmitt 2016). Sometimes this is also done by without fixing the underlying
flaws in the processes. Installation of the new digital banking technology would be helping a lot
and this is to be done along with close examination and streamlining of the routine process which
are to be automated. Principles of industrialization is also to be applied along with management
of the efficiency of the processes and the operations. Without proper review and revamping of
the underlying process any kind of digital banking initiative would be falling short in full
optimization.
Updating and replacing the Core Operating System Components:
The organization ADCB bank must be associated with organizing themselves around the
customer data along with leveraging this data by making use of the cloud to mobile devices and
mobile applications (Vovchenko et al. 2018). One of the most important way of achieving this is
complete ripping out of the old system and by replacing them with the core banking systems
which are capable of supporting the bank as well as its customers.
Improved business Processes:
Discussed earlier that the installation of the new banking technology would be done so as
to improve the operations of the front as well as the back office and this would be leading to

12STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
obtaining of optimal results. However the optimal results would not be obtained unless and until
the routine underlying processes which has been automated are examined closely and are
streamlines (Evdokimova, Shinkareva and Bondarenko 2019). So it is very much essential to
examine and streamline all this automated processes. Besides this the organization might also
adopt or embrace the lea process design. There is a need of doing more things so as to achieve a
process which would be completely paperless along with having an improved workflow tool and
fully automated management of the tasks.
Enhance of the Security and the Authentication:
One of the key factor associated with the improvement of digital customer experience is
the improvements in the simplicity of the banking, whereas one of the major challenge which
surrounds the simplification is the password authentication process which is needed for accessing
the mobile banking. Combining the needs related to improving the security related accessing the
accounts with the desire of greater and ease of use is one of the difficult task (Mette and Gsell
2017). So the bank ADCB can begin by indulging themselves in making investments in those
solution which are not based upon passwords which is considered to be a part of the new digital
transformation effort, some of this includes the rapid adaptation of the SaaS or Software-as-a-
Service platform or initiatives related to Omni-channel customer engagement. This new solution
areas if adopted would be serving the bank as one of eh foundation of the broader enterprise
authentication initiative which might be taking a lot of time.

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Part 2:
CEO leadership Paper
Reflection and comment
Leadership behaviors;
Despite of the strategic challenges and the headwinds the performance of the organization
remained robust. So as a CEO of this organization I need to possess a good leadership so as to
help the organization in witness a good growth. For me the organization would always be
meaning a lot so as to make the organization a trusted partner to each and every customers along
with the creation of a long-term sustainable value for the shareholders. Which means my major
aim would be involving the initial development of the organization along with the nurturing of
the peoples. This also means that as a CEO I would be having the aim of providing offers so as
to have an outstanding customer experience along with a comprehensive and growing range of
the products and services, digital innovations at a faster rate and essentially a secure,
straightforward access to the money by the customers irrespective of the location of the
customer.
Besides this as a CEO I also have understand the fact that The competition in the market
has increased at an drastic rate and this has not only increased because of the other banks but also
due to the other feisty star-ups, the Fintech companies and even due to the non-financial players
like the UBER which have started to disrupt the entire financial world. Due to this reason as an
CEO of the organization I should be associated with taking the decision so as to drive the entire
sustainable growth by means of the diversified portfolio and by being certain about the fact the
customers are kept in the front as well as in the center of everything that is being conducted by

14STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
the bank. The major reason lying behind doing this is for making sure about the fact that the
banking experience that is provided to the customer is not becoming the second option for
anyone. This is something more than automation of the processes and which is mainly designed
for the purpose of changing the way by which the bank is associated with interacting with the
entire financial ecosystem. For this reason as a CEO of the bank I have thought of relying upon a
careful and considered strategy which should be clear and should be having a compelling vision
and this is perhaps the most important as this would be consisting of a strong set of values that
are shared from the workforce which is talented and well as entirely committed towards the
work.
The decision making process:
As a CEO of the Bank I should understand the fact that the entire decision making
process is dependent upon three values. Values are considered to be very important as these
values are associated making the bank what it actually is and is also associated with setting out
ADCB apart from all other competitors. This is particularly the reason for which I should be
associated with spending a lot of time over this in the comming years by considering, developing
and creating a set of core values which are shared by everyone at the Bank that is bottom to the
very top of the organization. These three values mainly includes the Integrity, care, ambition,
discipline and respect.
Each one is having a huge influence upon the behavior as well as being associated with
playing a very vital role in the decision making process and is positively associated with
contributing a lot to the culture and very success of the bank. Being a CEO it is very proud and
pleasing for me to have played a vital role in bringing all these things to life. Everyone
associated with the bank has helped a lot in working together so as to provide a better experience

15STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
along with helping in enriching the works the culture, the ambitions and the relations that exists
with the colleagues and with the customers.
All this values are associated with acting as the common currency for the entire
workforce which is seen to be a part of each and employees ID cards. Additionally this is also
associated with helping in the process of working together so as to enrich the working process
along with the culture of ambition and the relation that exists with the colleagues and the
customers. Due to all this reason I have been capable of understanding that this values of the
bank are intrinsically linked with the Net Promoter Score or the NPS of the bank and is
associated with forming the major part of the objectives set for the staffs all across the
organization, NPS was launched few years back and is associated with measuring the propensity
of the customer so as to recommend the bank to their families and friends. This is considered to
be one of the vital tool helping in making improvements in the experience of the customers that
is delivered both inside as well as outside the bank.
The risk management strategies:
The risk management strategy is another one which needs to be adopted by the
organization and as a CEO of the organization I must understand the fact that strategy would be
acting another key contributor responsible for the success of the organization. The bank has been
capable of remaining steady along with being consistent which has helped it in acting as a rudder
with which the bank has been capable of navigating itself in a successful way through the
headwinds of a restlessly challenging global economy and as a CEO I should make sure that this
condition is always maintained. By having the five key pillars, the bank has been capable of
harnessing the collective ambition so as to make sure that they remain the most valuable and
resilient bank all across UAE.

16STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
Besides all this as a CEO I should also be associated with the retention of a sharp focus
upon serving the UAE which in turn has helped in the generation of the profits along with
sustainable growth for all the stakeholders by means of having an effective risk management
strategy. I should also be associated with seeking for the promotion of a robust risk culture
throughout the entire organization. The disciplined approach towards the risk management is
considered to be fundamental for the purpose of protecting the long term financial strength of the
bank and this has been associated with giving the bank the flexibility of adjusting itself with the
challenges in the operation environment in past few year. A risk appetite is to be designed in
partnership with the Board and this should necessarily be associated with making sure of the fact
that an effective balance is maintained between the risk and the reward which is mainly done
along with providing protection to the safety and the soundness of the organization, the risk
management strategy that ADCB is having is continuously reviewed with an aim of adapting and
improving the entire approach towards managing the risks. The risk management framework that
the bank is having helps a lot in providing protection to the financial strength as well as to the
growth potential by providing of conservative balance sheet which is a clear governance
structure and is considered to be a robust capital and liquidity position.
Research and application of theoretical frameworks strategic issue
As a CEO of the ADCB Bank I must understand the fact that all the strategic issues can
be tackled by having a proper digital transformation. Digital development along with the
innovations acts as the key ingredient for the success of the bank. The digital transformation
would be associated with providing the bank with an unprecedented capability of delivering a
fast-to-market solutions along with a solid foundation for the making further developments in the
customer experience which enhances the solution. This acts as an essential tool for the

17STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
development of the digital services which in turn is associated with anticipating the changing
needs of the customers which an increased connectivity with the world. For this reason the
digitalization is considered to be one of the five pillars of success in the strategic plan. The main
aim is to utilize the cutting edge technology so as to create the values for the customers by
making improvements in the experience of the customers. Harnessing of the digitalization for the
growth and the efficiency all across the bank would be associated with enhancing the system as
well as would be associated with the usage of the data analytics so as to improve all the services.
With more and more adaptation of the digitalization the bank would be more agile and would
also be helping in quick adaptation of the changes and would be responsible for driving a greater
amount of efficiency. The main goal for which needs to be done is that it would associated with
helping in the simplification of the client experience and improvement in the digital ecosystem
for each and every customer would be achieved by this, besides all this the preparation of the
detailed digital strategic plan preparation would be helping a lot in providing guidance to the
process of implementation of the digital technologies in the next coming years. This thing would
be helping in achieving the aim related to the usage of the cutting-edge technology which would
be associated with the creation of the value for the customers by making improvements in the
experience of the customers.
The decision taken by me related to the development of the formal digital strategy that
would be associated with helping would be backed by a significant amount of investment and
this in turn would be helping in improving the operating model as well as helping in increasing
the agility so as to serve in a better way to the customers. There is also a need of remaining well-
positioned so as to benefit from the long-term growth prospects that the UAE economy is having

18STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
along with a well-articulated and well-executed strategy is to be implemented which is to tested
relentlessly in the next years to come.
Additionally all this decisions which I would like to take along with the existing
conditions would be helping the organization in remaining agile in order to stay ahead and
should also remain open to the positive challenges as well. Besides new ways of working along
with ground-breaking ideas are also to be adopted, the values would be helping a lot in the
creation of this changes along with the strategy would also be helping the organization to
flourish as well. Values are the most important which helps in distinguishing this organization
from the competitors and so a lot of time is to be spent upon the considering developing and
creation of set of core values which would be shared by everyone of the bank.

19STRATEGIC ANALYSIS OF ABU DHABI COMMERCIAL BANK
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