ENG 225: Analytical Report on Success Strategies of Emirates NBD

This analytical report examines the success strategies of Emirates NBD, a leading financial institution based in Dubai. It begins with a brief introduction of the company's origins, business nature, and operational regions, highlighting its significant asset base and the merger that formed it. The report evaluates the bank's range of business activities, its commitment to Corporate Social Responsibility (CSR), its technological affinity, and its expansion activities both within and beyond Dubai. It also discusses the strong marketing and advertisement strategies employed by Emirates NBD. The report concludes by suggesting that other companies can learn from Emirates NBD's stakeholder consideration, technology adoption, growth agreements, and diverse business activities, emphasizing the importance of adapting to industry changes for sustained competition. This document is available on Desklib, where students can find various study resources including past papers and solved assignments.

08 December 2018
Analytical Report
Emirates NBD

ANALYTICAL REPORT
SECTION: ________________
NAME: __________________
ID: ______________________
COMPANY: Emirates NBD

INTRODUCTION
The following report is aimed at analysing the business of the bank Emirates NBD,
the headquarters of which are located at Dubai. The work commences with the short
introduction of the company, in terms of the origin, nature of business and the regions of
operations. The next segment of the work sheds light on the success story of the company
over the years. This will include the strategies used and the policies that were helpful in the
achievement of the overall organisational goals. The reason for the choice of the company is
that it is one of the biggest finance companies of the Dubai in terms of the overall asset base,
and thus would shed light on the success strategies in the finance sector. The company has a
record asset base of AED 492.6 Billion, (equivalent to approx. USD 134 Billion), as on 30th
September 2018 (Emirates NBD, 2018).
BACKGROUND
The bank was originated as a result of the Government approved merger between the
Emirates Bank International (EBI) and the National Bank of Dubai (NBD), in the year 2007.
The listing of shares of the newly formed company followed the merger on the Dubai
Financial Market (DFM). The merger was a significant consolidation in terms of the banking
and finance sector of the nation, thereby bringing together the two largest banks of Dubai. In
addition, it passed the biggest lender back then, i.e. the National Bank of Abu Dhabi, to
enable the country of UAE to compete in the global markets in the finance sector (Salim,
2013). The company has become one of the largest companies in the Gulf Cooperation
Council in terms of the asset base. Currently the company is an employer to around 9000

employers belonging to around 70 nationalities. In addition to the above, the bank currently
has 227 branches and 1058 ATMs and SDMs in the UAE.
In order to state the vision of the bank, this is mention that the bank has the vision to
be the most valued financial service provider in the area of Middle East and make recognition
at a global level. The mission of the subjective bank is to make the lives of customers easy by
providing them with financial assistance and aspiration. Moving towards the values of the
same, this is to be stated that the bank makes it is focus on customer development and
satisfaction. The bank believes to act as an organization in order to fulfill the exact
requirements of the customers and to provide them valuable services.
EVALUATION OF SUCCESS STRATEGIES OF THE ENTITY
RANGE OF BUSINESS ACTIVITIES
The entity is engaged in the provision of a number of services and products to the
various range of customers. The company provides a range of banking solutions in the form
of accounts, corporate finances, credit and debit cards, investments, insurances, trade finance
and more. Additionally, there are number of business financing solutions such as the various
kinds of loans, mortgages, and related services. A significant product of the entity is in the

form of various packages such as the Business Banking, Business Banking Plus and Business
Banking Select to provide the range of business activities together to the business entities.
The company is also engaged in the mobile banking solutions and the range of wealth
solutions. Some of the associate and the group companies of the Emirates NBD are Emirates
NBD Capital Ltd (DIFC), Union Properties PJSC, Emirates NBD Trust Company Ltd
(Jersey), Emirates Islamic PJSC, Emirates NBD Capital LLC (KSA), Diners Club UAE,
Emirates NBD Securities and many more. Thus, the company has a very wide umbrella of
services and the companies.
OUTLOOK TOWARDS CSR ACTIVITIES
Over the years, the company has maintained a positive outlook towards the corporate
social responsibility. Recently the company won the CSR team of the year award at the Gulf
Sustainability and CSR Awards (Gulf Business, 2018). Some of the important partnerships of
the company in terms of the CSR objectives fulfilment is with the Emirates Wildlife Society–
WWF (EWS-WWF), that is working towards the conservation of nature and thus the
environmental security. One of the another examples of the contribution of the entity towards
the stakeholders was in the form of launch of “The Careers Network,” which was intended
towards the inclusion of the employees at the workplace, who are suffering from the
cognitive disabilities (Trade Arabia, 2016). The aim of the drive, as an employer was to build
the trust and loyalty with the employees and thus the transform the UAE workforce. The
entity was a part of the one of the ‘Sustainability Network Task Groups for 2013, as launched
by the Dubai Chamber of Commerce and Industry’s Centre for Responsible Business
(Albawaba, 2013). The entity was the member of the Waste Management and Resource
Efficiency Task Group. Thus, it can be stated that the entity has been consistently engaged in
the various CSR strategies over the years.
TECHNOLOGICAL AFFINITY

In the field of innovation, Emirates NBD is known to be the leading financial
institution. It also awarded as “World’s best consumer digital banks” in year 2018 at ME
awards. In addition, it was also known as best bank that provides the digital services to its
customers. In UAE and Middle East, it offers the best banking site to consumers. Digital
innovation is the main basis of its success. The digital innovation was led by the company to
deliver the best banking experiences to customers. Due to this, it is known as the best digital
innovator. In addition to this, Emirates NBD also established the Future Banking lab. It is one
of the key initiatives of its digital strategy (Lama, 2018). It has taken this initiative in order to
hasten the development of next generation mobile as well as digital services. It has three
zones in its innovative design. The first zone is: digital banking zone” in which customers can
avail the self-banking services. The second zone is: Future banking zone” that will enable the
future changes in technology to provide the best banking services. The last zone is
“relationship zone” that offers the relax environment to its customer. Through this zone,
customers can easily browse thee banks services as well as products (Zawya, 2018).
EXPANSION ACTIVITIES, WITHIN AND BEYOND THE BORDERS
The company has been consistently engaged in the growth and expansion activities
within and outside the Dubai region. The operations of the bank are scattered around the
globe in various regions such as United Arab Emirates, the United Kingdom, the Indian
Subcontinent, the Kingdom of Saudi Arabia (Riyadh), Central Asia, Middle East, and South
East Asia as well. Recently the company began its operations in India in the year 2017 (The
Economic Times, 2018). Another instance of company’s growth strategy was when company
had planned expansion with the aim to acquire the banks in the Gulf Cooperation Council,
Africa and regions of the Turkey, thereby opening new branches and business centres as well
(Khan, 2017).
STRONG MARKETING AND ADVERTISEMENT STRATEGIES

Marketing strategies adopted by Emirate NBD also helped in success of its business.
It also got the award for using “best social media strategy” at the marketing show awards. In
the marketing show awards, it has received the pleasure to get this award. It has received this
award against the top financial organization such as Bank Sohar, Bank Audi, and Barwa
Award (Alwaba, 2018). Emirate NBD also has 53% voice on the Twitter by facing the direct
competition in GCC. In a report, it is stated that it is positively committed towards the
continuous innovation in all the services it provides. The award winning strategy is the best
example that it effectively uses the marketing strategy for its bank. Due to the growing
demand for internet banking services, online and mobile services, it has adopted social media
as its core strategy in order to reach near to larger customer base. It has also stated that by
encouraging from the recognition, it will continue focus on the social media platform on a
larger part. In 2012, it was first bank to have the 135,000 fans on Facebook (Bawaba, 2018).
CONCLUSION
As per the discussions conducted in the previous parts, it can be concluded that there
are a number of business strategies and the policies that the companies in the finance sector
can learn from the case study of the Emirates NBD, as explained above. The companies can
adopt these business strategies according to their business models and resources, but the basic
strategies for the success as learned from the case study above are the consideration of the
interests of the stakeholders, adoption to latest technologies, expansion, and growth
agreements, and provision of the range of business activities. In addition, it is significant to
note that the entities must continuously adapt themselves with the changes happening around
in the industry, to sustain the competition. Thus, from the discussions conducted in the
previous parts it can be concluded that the mix of business operations, formulation, and
introduction of the effective business policies and their efficient implementation is the key to
the success of the entities in any sector including the finance sector.

REFERENCE
Albawaba. (2013). Dubai Chamber launches the Sustainability Network Task Groups for
2013. Retrieved from: https://www.albawaba.com/business/pr/dubai-chamber-task-
groups-497120
Alwaba. (2018). Emirates NBD to target millennials with $136M digital strategy. Retrieved
from: https://www.albawaba.com/business/emirates-nbd-target-millennials-136m-
digital-strategy-847552
Bawaba. (2018). Emirates NBD recognised for Best Social Media Strategy at The Marketing
Show Awards. Retrieved from: https://www.albawaba.com/business/pr/emirates-nbd-
social-media-532768
Emirates NBD. (2018). About Emirates NBD. Retrieved from:
https://www.emiratesnbd.com/en/about-emirates-nbd/about-us/
Gulf Business. (2018). GCC’s best CSR teams recognised. Retrieved from:
https://gulfbusiness.com/gccs-best-csr-teams-recognised/
Khan, S. (2017). Exclusive: Emirates NBD plans Saudi expansion with 20 additional
branches, CEO says. Retrieved from:
https://www.thenational.ae/business/banking/exclusive-emirates-nbd-plans-saudi-
expansion-with-20-additional-branches-ceo-says-1.629007
Lama. (2018). Emirates NBD, an almost perfect digital transformation. Retrieved from:
https://digit.hbs.org/submission/emirates-nbd-an-almost-perfect-digital-
transformation/
Salim, B. (2013). Strategic Initiatives During Merger Between Emirates Bank International
(EBI) And National Bank Of Dubai (NBD). Journal Of Global Strategic
Management, 1(7), 34-34. doi: 10.20460/jgsm.2013715674

The Economic Times. (2017). Dubai bank Emirates NBD begins operations in India.
Retrieved from:
https://economictimes.indiatimes.com/industry/banking/finance/banking/dubai-bank-
emirates-nbd-begins-operations-in-india/articleshow/61574846.cms
Trade Arabia. (2016). ENBD launches cognitive disabilities awareness drive. Retrieved from:
http://tradearabia.com/news/HEAL_316142.html
Zawya. (2014). Emirates NBD recognized as The Innovator in the Middle East by Global
Finance. Retrieved from:
https://www.zawya.com/mena/en/companies/story/Emirates_NBD_recognized_as_Th
e_Innovator_in_the_Middle_East_by_Global_Finance-ZAWYA20181111102941/