BUS629 Strategic Marketing Report: Analyzing ADCB Bank's Strategies

This report analyzes the marketing strategies of Abu Dhabi Commercial Bank (ADCB). It begins with an introduction and a summarized situation analysis, highlighting the bank's strong global presence and customer base. The report then explores growth opportunities, including market penetration, product development, market development, and diversification. It delves into various marketing strategies such as internet marketing, word-of-mouth advertising, and transactional marketing, emphasizing the importance of digital technology and customer engagement. The implementation of these strategies, including the use of modern technologies and the Finacle Online Banking system, is discussed. The report concludes by emphasizing the need for a customer-centric approach and continuous monitoring to ensure the effectiveness of the marketing efforts. The report highlights the importance of adapting to digital advancements and offering competitive services to maintain and expand ADCB's market position.

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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.

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They will be able to appeal to the young students, office goers and not only the business classes.
Young customers will naturally like to get their banking services done by the help of digitalized
online medium.
Diversification
This is a risky strategy as the company is not sure about the level of acceptance of their
new products among the customers. However ADBC needs to develop them further in order to
diversify their product range. For the time being they must focus over strengthen their existing
products with the help of modern digitized methods.
Marketing strategies
Market Development is the best strategy that can be opted by ADBC in the current scenario.
They have to develop their baking services and facilities so that they can gain the attraction of a
large umber of customers. In the modern day scenario this can be done by venturing into the
digital technology. Even if they want to focus on some new products like low interest funds,
discounts and offers they have to convey the same to mass audiences. In order to appeal to the
current group of customers ADBC has to use the digital technology for acquiring service
excellence.
Siddiquee (2016) is of the opinion that when a company is able to widen their range of
goods and services only when they enjoy a very good and positive market position. Unless the
company is able to make a very good position for themselves in the market they will not be able
to widen their range of goods and services. They have been able to widen their services among
their customers both on the social and the Global level. ADCB focus strongly on the core market
and so they have direct access to the major customers of Abu Dhabi. There are some strategic

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options that have to be used by the organization in this current marketing scenario. The options
are as follows
Internet marketing
Dhabi(2016.) has suggested that internet marketing or digitalized form of marketing is
one of the most important tools that must be used by all modern organizations in order to reach
to their targeted customers. They have to make sure that they are operating through the correct
forms of platforms. As ADCB is a Banking enterprise it is even more essential for them to use
this marketing strategy. It will help them to make the entire work easier for the customers
(Phadermrod et al. 2019). Customers living in different parts of the country and also outside the
country will be able to get connected with the company in a very easy way. They will be able to
allow their customers to get connected with the bank via their online profiles. ADCB has to
appoint customer care executives who will be working on a 24*7 hour basis in order to make
sure that the customers are able to take their concerns and discuss the same with their banks
without any problem.
Word Of Mouth Advertising
As far as the current market situation that is being enjoyed by the organization in the
current scenario, this marketing strategy seems to be a good option for them. As the company is
now operating over local and on a global level, they must try to develop a good and well-
organized advertisement online. This will help them in getting proper referrals on the online
medium (Reisinger and Hayes 2019). For example an already existing client of UAE may
converse with any of his contacts on the online mediums like facebook, twitter or blogs, who
lives in the USA. In the act of this conversation, the already existing client of UAE might
mention the ADCB bank to another person living in the USA. This online mentioning about

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their brand and their services will already be very helpful for them (Tabash 2019). They will be
able to get the online mentioning and online advertisements that will help them to reach out to
their customers without meeting with any of them face to face.
Transactional marketing
Awdeh and Hamadi (2019) have suggested that the current market scenario of the Abu
Dhabi Commercial Bank says that they are suffering from the lack of the internal generation of
fund it is of utmost importance for the firm. It is evident that ADBC faces a very stiff
competition from the local banks as they might lend loans at an affordable interest rate. Thus
ADBC has to attract the customers by offering them discounts, free membership plans and oher
such facilities.
The organization has many growth opportunities in this current market scenario. They
have to make sure that they are being able to utilize these opportunities for their future uses.
Using the right opportunity at the right time is one of the most important steps that the company
has to take in order to promote the overall welfare of the organization.
Implementation of Strategy
This strategy can be properly implemented by taking help from the latest and the modern
upgraded technologies. In order to make sure that they can develop a strong digital or internet
marketing system, they have to take help from modern software. Manual handling of the
financial transaction systems must be avoided so that none of the customers suffer from the
improper handling of their accounts (Lin, Wu. and Tran 2015). As the organization operates
on a large Global scale they have to stay in contact with so many different clients. Thus it is of

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utmost importance for them to develop an online digitalized system that helps in staying
connected with customers irrespective of the geographical distances. They have to develop a
proper online official website with content that acts as a hook. This will enable the customers to
visit the website in order to get a thorough and quick look at the different services that are being
provided by them.
They have to use the POP or the Point-of-Purchase Marketing scenario. This
application will help them to make a stronger appeal to the targeted customers (Robertson,
Gatignon and Cesareo 2018). It is evident that the target market mainly includes people from the
business and the industrial classes (Mandal and Joshi 2017). Thus it will be of utmost use if the
company tries to connect with these customers via the online and digitalized system of
communication. The POP feature will be helpful as it will help them to add information about
the additional services in the form of pop up menus. This will be helpful for the Abu Dhabi
Commercial bank to attract the attention of a large number of customers who are comfortable in
internet banking or the digitalized form of banking.
One of the important developments that they can bring about is Finacle Online Banking.
This is one of the useful omnichannel internets banking systems that are very helpful in
connecting with the customers. This online banking system has a proper structure that helps the
customers in getting all the banking services within a very time optimizing and cost maximizing
manner. Abu Dhabi Commercial Bank must use the catalyst accelerator for banking in order to
improve their online and their digitalized system. This is because it will help in spending up to
the rate of all the transactions making sure that that they are capable of providing the right kind
of service to their customers. In order to serve in this competitive market, they have to make the
right kind of appeal to their customer by making sure that they are getting connected with the

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targeted customers. As the targeted customers mainly belong to the business classes they will
always look for some quick and automated services. Apart from this, they can also provide some
discount coupons, a free subscription and other such aspects that will be provided with some
good and innovative perks for attracting the customer’s attention. The Abu Dhabi Commercial
bank has to provide some additional facilities that the customers will not be getting from any
other alternative banks.
A proper feedback and monitoring system has to be established so that the bank can keep
sharp eye upon the implementation of the strategies that they have undertaken. In order to do that
they have to appoint some special experts who will be monitoring the progress of the strategies.
As ADBC will have to use the online banking facilities in order to attract the clients , customer
care executives are to be recruited who will be active on a 24*7 hour basis in order to keep a note
of the customer complaints, opinions, values and feedbacks.
Conclusion
Thus it can be concluded that Abu Dhabi Commercial Bank is enjoying a good market
position in the current scenario. They are trying their level best to overcome all the possible
hurdles by using the most advanced and modern methods of banking. However, they have to
focus on the digitalized platforms in order to initiate the concept of internet banking. This will
help them to reach out to a large number of customers living in different other parts of the world
in a time optimizing manner.

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adcb.com 2019. [online] Available at: https://www.adcb.com/about/investorrelations/treasury-
Capital/treasuryandcapital.aspx/[Accessed 5 Apr. 2019].
adcb.com2019. [online] Available at:
https://www.adcb.com/about/investorrelations/financialinformation/ARSite/2016/strategy/
[Accessed 5 Apr. 2019].
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Lin, F.T., Wu, H.Y. and Tran, T.N.N., 2015. Internet banking adoption in a developing country:
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