Comprehensive Analysis of Barclays Bank: SWOT, Marketing, and Finance

This report offers a comprehensive analysis of Barclays Bank, a major financial services provider. It begins with an introduction to Barclays and its global operations, followed by a detailed SWOT analysis, examining the bank's strengths (wide range of services, global presence), weaknesses (controversies, director fees), opportunities (market share expansion, online banking), and threats (competition, branch closures). The report then delves into Barclays' marketing strategies, highlighting its diverse service offerings, payment facilities, extensive branch network, online banking initiatives, promotional techniques, and digital marketing efforts. Finally, it explores the financial aspects of Barclays, including the role of its finance team, financial performance, dividend payouts, and the importance of improving its financial position to maintain investor trust. The report concludes by emphasizing the significance of the SWOT analysis in evaluating the bank's internal position and overall performance.

swot analysis/ marketing
and finance Barclays bank

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
SWOT Analysis of Barclays Bank: ............................................................................................3
Marketing strategy of Barclays Banks........................................................................................4
Finance of Barclays Bank ..........................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The current report is about Barclays Bank which is a investment and financial services
providers of London. It provides wide range of services such as wealth management, whole sale,
retail as well as international banking at global level (Swain and Samantray, 2019). The report
comprise SWOT analysis of Barclays Bank. In addition, valuable information regarding
marketing and financial strategies of company are also included in current report.
Main Body
SWOT Analysis of Barclays Bank:
It refers to a framework that is used to evaluate internal performance of a company. It
provides insights related to strengths of an organisation that differentiate it from others along
with weak points which need to be improved (Rumiński, 2018). In addition, SWOT analysis also
comprises several opportunities for future growth and success along with the threats present at
external environment. An analysis to examine the internal position of Barclays Bank has been
undertaken that is given as under:
Strengths:
Wide range of services: It is analysed that Barclays Bank provides a range of services
such as wealth management, retail and wholesale banking and many more in order to cater the
needs and requirements of target segment. With this, organisation is able to attract more number
of customers across the globe.
Strong presence in global market: The bank has presence at international level. Barclays
is a renowned brand that provides a wide range of services. At present, bank is operating nearly
in 50 countries globally. In addition, it has nearly 24 million of customers at global level as per
the recent report of FY 2018.
Weakness
Controversies: Barclays bank has faced several controversies in market due its
unappropriated practices in some countries such as Zimbabwe and more. Here, it was involved in
higher tax aversion. This negatively affects existing brand image of organisation.
Higher fees of directors: It is analysed that there are defaults in internal management of
Barclays Bank. It pays exponential higher amount to directors so that not able to pay sufficient
dividend to share holders. This practice also affect brand image of bank among customers.

Opportunities
Increase in market share: Here a great opportunities for Barclays to expand its current
market share (Graner, 2016). Currently bank is working in 50 countries and can expand business
operations in more countries specially in emerging markets to ensure future growth.
Venturing with online banking: As per the current market trends, customers are more
tech friendly and wish to get online services rather visit the branch. Here, Barclays Bank can
associate with online banking service providers to expand business at wide level.
Threats:
Competition: It is analysed that competition is the biggest threat for bank. Here several
other banking institutions such as UBS, RBS, HSBC and more that are providing similar services
to customers at competitive pricing (Medjedel, Hamid and Yaakub, 2020).
Closing branches: Barclays Bank has been closed its several branches in different
countries which negatively influence its brand image. Due to this, rival firms are getting
advantage as using it is a crucial weapon against company.
Marketing strategy of Barclays Banks
It provides a range of services such as personal, premier banking, wealth management,
international banking and more to target different segment and get competitive advantage. Bank
provides numerous facilities to customers to make payment and also gives certain discount on
some particular payment modes. Here, 25 % discount is provides to customers on use of of its
mobile broad band schemes. There are nearly 4750 branches of bank in different countries which
make it enable to serve huge segment of international as well domestic audience. Large number
of branches render huge competitive advantage to organisation by attracting more number of
customers. Online banking was first started by Barclays which provides great feasibility to
clients to manage their account with mobile device. It helps to enhance customer base of bank
and provide it an opportunity to inflate in sales and profit margin. For promotion purpose,
company uses several approaches such as T.V. And newspaper advertisement, press release,
hoardings and many more in order to attract more number clients. In addition, effective sales
promotion techniques are also used by bank to increase in sales and profit margin. Here,
Barclays also sponsor several events such as Football Premiership League, Dubai Tennis and

more in order to enhance the brand image of entity at global level. Here, organization also uses
digital marketing practices such as SEO, social media marketing and more to attract more
number of clients and gain huge profit margin. Therefore, Bank uses 360 degree approaches to
promote its products and services at wide level (Brown, Banks and Bowman, 2020).
Finance of Barclays Bank
Finance team of Barclays bank is responsible to procure and manage funds within
company in an efficient manner. Steve Ewart, is the CFO of bank who is responsible to carry out
financial operations of company in an efficient manner. Here, it invites general public to invest
in organisation by issuing shares to them. In addition, it is analysed that as per the annual report
of 2019-20, bank is generating losses (Kaabachi, Mrad and Petrescu, 2017). Dividend is also
provided by banking institution to its shareholders on timely basis. Board of meeting of
organisation is conducted on timely basis in which members take effective decisions to run and
operate business significantly. In financial year 2018-19, four board meeting were held within
every quarter. Further, financial team keep proper control over the use of funds by making
appropriate strategies. It is analysed that bank need to improve its financial position at market
place to maintain trust in investors so that they will be ready to invest in company. Non
performing asset ( NPA ) ratio of Barclays is really high that make affects its performance. It is
the major reason of huge losses of Bank. So, it need to improve its financial situations in order to
earn huge profitability.

CONCLUSION
With above discussion, it is analysed that SWOT analysis is a crucial tool which is used
to assess the internal position of company. Discussion has been carried out regarding marketing
and financial position of organisation in order to accomplish predefined goals and objectives.

REFERENCES
Books and Journals
Brown, J.T., Banks, M. and Bowman, D., 2020. From me to us: Strengthening our Financial
Capabilities. Economic Papers: A journal of applied economics and policy.
Graner, M., 2016. Are methods the key to product development success? An empirical analysis
of method application in new product development. In Impact of Design Research on
Industrial Practice (pp. 23-43). Springer, Cham.
Kaabachi, S., Mrad, S.B. and Petrescu, M., 2017. Consumer initial trust toward internet-only
banks in France. International Journal of Bank Marketing.
Medjedel, E., Hamid, A.B.A. and Yaakub, N.I., 2020. Algerian Islamic Banks: The Role of
Relationships Marketing Tactics and Customer Loyalty. Partridge Publishing
Singapore.
Rumiński, R., 2018. Business Ventures and Financial Sector in the United Arab Emirates.
In Sustainable Cities and Communities Design Handbook (pp. 373-412). Butterworth-
Heinemann.
Swain, K.R. and Samantray, A.K., 2019. Corporate Governance and Risk Management: An
Analysis of Indian Banking Sector. IUP Journal of Corporate Governance, 18(3), pp.7-
19.