How Barclays PLC Implements Strategies in Globalised Banking

This report provides a comprehensive analysis of Barclays PLC's business strategies within the context of globalization, focusing on how the bank aims to improve connectivity with its clients. The study employs a qualitative research approach, drawing upon literature reviews and insights from 50 Barclays managers to identify the strategies employed. Key areas of focus include the implementation of advanced technologies and the introduction of payment systems to enhance business operations. The research also examines the challenges faced by Barclays in implementing these strategies in the global market. Findings reveal that the majority of respondents agree that Barclays implements effective business strategies to improve client connectivity, leading to innovations that enhance customer relationships and overall business performance. The report concludes with recommendations for Barclays to further refine its global business strategies and maintain strong client relationships.

HOW BANKS CAN IMPLEMENT
BUSINESS STRATEGIES IN LIGHT
OF GLOBALISATION TO IMPROVE
CONNECTIVITY WITH CLIENTS- A
CASE OF BARCLAYS PLC

Abstract
To stay ahead in the business, there is a need to implement the best strategy which
support the firm to deal at global level. For the same, the present dissertation helps to
elaborate different range of business strategy which support the firm to meet them define aim.
The entire study is based upon qualitative research in which different author's point of view
are uses that helps to answer the research questions. Moreover, with the help of literature
review section, it can be stated that there are different strategies used by banking industry
which in turn helps to improve the connectivity with clients. Such that implementing advance
technology, introducing own payment system that helps to improve the business operations.
For the study, 50 managers of Barclays are also chosen that helps to identify the business
strategy opted by company to improve the relationship with customers. In addition to this, it
is also analysed through data analysis section that majority of the respondents are completely
agree that quoted firm implement business strategy in order to improve the connectivity
among clients. Hence, it is analysed that through effective strategy, company brings
innovation within a working environment that somehow leads to increase connectivity with
customers.

Acknowledgement
I would like to thank all the people who helped me to complete the study in appropriate
manner. First of all, I would like to show my gratitude to my professor and University who
provide me an opportunity to complete the work in define tenure.
Next, I would like to thank my faculties who always ready to support me in all sections, that
is why, without them I am not able to complete the dissertation.
Then I would like to thank my parents who always motivate me to perform the task in better
manner. They are always ready to support me economically and non-economically.
Last but not the least, I would like to thank my friends who support me to complete the
project in better manner.

Table of Contents
Table of Contents.....................................................................................................................4
CHAPTER 1: INTRODUCTION..............................................................................................6
Background of the study.........................................................................................................6
Aim and objectives.................................................................................................................6
Rationale.................................................................................................................................7
Scope......................................................................................................................................7
Structure of the dissertation....................................................................................................7
CHAPTER 2: LITERATURE REVIEW...................................................................................9
2.1 Introduction......................................................................................................................9
2.2 Concept of business strategies..........................................................................................9
2.3 different types of business strategy used by company to improve the connectivity of
business with clients.............................................................................................................10
2.4 Challenges face by company in implementing various types of strategies in global
market...................................................................................................................................12
2.5 Conclusion......................................................................................................................14
CHAPTER 3: RESEARCH METHODOLOGY......................................................................15
3.1 Introduction....................................................................................................................15
3.2 Research type.................................................................................................................15
3.3. Research Philosophy.....................................................................................................15
3.4 Research approach..........................................................................................................16
3.5 Data collection................................................................................................................16
3.6 Data analysis...................................................................................................................16
3.7 Sampling.........................................................................................................................17
3.8 Ethical consideration......................................................................................................17
3.9 Limitation.......................................................................................................................17
3.10 Reliability and validity.................................................................................................18

3.11 Conclusion....................................................................................................................18
CHAPTER 4: DATA ANALYSIS AND DISCUSSION........................................................19
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS.............................................31
Conclusion............................................................................................................................31
Recommendations................................................................................................................32
REFERENCES.........................................................................................................................34
APPENDIX..............................................................................................................................37
Questionnaire........................................................................................................................37

CHAPTER 1: INTRODUCTION
Background of the study
In this competitive era, every company wants to stay ahead in the market and for that,
different strategies are implemented which in turn improve the overall business brand image.
Moreover, to increase the financial performance, company start doing business at global level
which in turn improve the overall business in positive manner. This is referred as a system of
globalization where no geographical boundaries affected the working of business. The study
is based upon Barcalys Plc whose headquarter is in UK and the quoted firm is deal in
different countries where it offered financial services to their consumer. Along with this,
company uses range of strategies which in turn helps to sustain the brand image of a firm at
different level. In the same way, current dissertation will also assist to determine the ways
through which the company improve its connectivity with their clients with regards to
globalization.
Aim and objectives
Aim: To investigator how bank can implement business strategy with respect to
globalization for improving the connectivity with clients: A study on Barclays Plc
Objectives:
 To understand the concept of business strategies
 To evaluate the different types of business strategy used by Barclays Plc with respect
to globalization for improving the connectivity of business with clients.
 To examine the challenges faced by Barclays Plc in implementing various types of
strategies in global market.
 To recommend some of the measures that will assist Barclays bank in managing
global business and connectivity.
Research questions:
 What is the concept of business strategies?
 What are the various strategies used by Barclays Plc with respect to globalization and
improving the connectivity with clients?
 What are the various challenges faced by Barclays Plc in implementing different types
of strategies in global market?

Rationale
The rationale for doing this research is to analyse different strategy used by
companies with respect to globalization for improving relationship with their clients. This in
turn recognized as a research issue because now a day, company faces different issues while
implementing the strategies while dealing globally. Hence, it is an issue because every client
has their own perception, so it is not easy for Barclays to meet all the requirements. That is
why, by using thematic data analysis, different strategies are identified which in turn improve
the overall performance of the company and develop a good relationship with clients as well.
Scope
Through this research, Barclays identifies ways which in turn assist to improve the
brand image of a company. As quoted firm has a brand image at different countries and it
also faces many challenges which somehow affects financial performance of a company. On
the other side, the study also benefits the banking industry because it provides range of
solutions which assist the firm to deal in this competitive era and attract range of customers
as well. In addition to this, other scholars may also get benefit from this study because they
use the content as a secondary study so that they may easily understand how the bank
implement business strategy with respect to globalization in order to improve the connectivity
with clients.
Structure of the dissertation
Chapter 1: Introduction
It is the first chapter of dissertation in which scholar provides background of the study
and describe aim and objectives. Also, the current chapter determine the reason for
conducting the research. Along with this, researcher also provides importance of conducting
the research in better manner.
Chapter 2: Literature Review
Second section of the dissertation which is completely based upon the secondary
research. In this, different themes are designed by complying with research objectives which
in turn helps to meet the define aim. Moreover, secondary sources are considered and with
the help of author's point of view, scholar is able to accomplish the define aim and objectives.
Chapter 3: Research Methodology
Next and most important chapter of the study in which scholar is able to identify the
methods which assist scholar to conduct the study in better manner. With the help of this

section, information is collected which in turn helps to answer the research questions. This
section defines research type, approach, philosophy, data collection methods, data analysis
and sampling strategies. Along with this, scholar also provide justification of choosing
appropriate strategy which in turn helps to meet the define aim.
Chapter 4: Data analysis and discussion
Fifth chapter of a research study, that is completely based upon the primary research.
In this section, scholar presents the findings from primary research in a presentable manner
which in turn helps to identify the business strategy with respect to globalization. In this
section, scholar uses themes and charts which in turn helps to present the study in better
manner, so that appropriate results are generated.
Chapter 5: Conclusion and Recommendations
Last chapter of dissertation in which scholar summarize entire chapters and determine
whether the defined aim and objectives are met or not. Through this section, investigator is
able to examine ways through which Barclays is able to improve the connectivity with
clients. Moreover, the section is also recommended some ways through which company is
easily deal in different countries without facing issues and also suggest some ways that assist
to maintain long term relationship with their clients.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review (LR) is the summary of secondary research which a scholar used
while doing their own research. This section helps the scholar to collect the relevant
information for a topic by using appropriate sources such that books, articles, newspaper,
blogs and website. In the same way, the present section also assists to determine the business
strategy used by the companies in order to connectivity of business with clients. So
investigator also determine the challenges face by company while implementing different
strategy, which may somehow affect the entire business in opposite manner, also support the
same with author’s point of view.
2.2 Concept of business strategies
In accordance with Yuan and et.al., (2020) business strategy is a long term plan that
helps the company to reach the desired state. This strategy is also including company’s goals
and objectives, customers who want to sell the products and assist to make profit as well. So
it is stated that business strategy is a combination of all decision take as well as action
performed by a business to attain the business goal in order to secure competitive position
within a market. Park and Mithas (2020) share their views and stated that it is a backbone of a
business because it provides a roadmap that leads to meet the desire goals. So, if a roadmap is
not appropriate then it will lead to generate wrong results that somehow affect the business
overall brand image in opposite manner.
Akter and et.al., (2016) explain in their study that business strategy is not successful,
if company do not have clear objectives. That is why, with an increase in competition, the
importance of business strategy is also increases such that it is a part of a business plan. For
example, in Barclay’s if manager wants to implement a business plan, then strategy offer a
way to fulfil those goal. Moreover, business strategy also focusses on capitalizing on strength
of a business which will help to increase the competitive advantage (What is business
strategy, 2020). This in turn help to meet the define goal and raise the brand image at further
level of success as well. Ukko and et.al., (2019) critic that business strategy is also decide the
path which needs to be followed in order to interim goal to be accomplish. Hence this makes
it easy to control the activities and take a business at further level of success as well.

Therefore, business strategy is used when the company wants to create a new market
or establish a new business in new market, to sustain the brand image in competition, make
product differentiation that helps to present the product and services in unique manner.
Yuliansyah, Gurd and Mohamed (2017) supported by stating that business strategy is
considered the basic need of every organization because it is a combination of proactive
actions for management part. Also, helps to enhance company’s market position along with
overall performance so that company sustain the brand image at global level. That is why, it
is necessary for the firm to develop best and effective business strategy with a formulated
response.
2.3 different types of business strategy used by company to improve the connectivity of
business with clients
According to Yuliansyah, Gurd and Mohamed (2017) there are many strategies used
by the companies to stay ahead in the competition and among all, product differentiation is
considered one of the most common method because it makes product different from other.
For example, Barclays strategy is used to promote the business and for that its strategy is to
deliver the strong returns by building a strong British Universal bank that attract range of
customers towards it, at all around the world. Moreover, it is also analysed that the company
uses B2B segments which in turn helps to provide flexibility to all its customers which that
assist to sustain the brand image. Recently the company wants to introduce its new service
i.e. Barclays Execution Service (BX). This new service helps Barclays to operate in its best
manner so that it delivers the best in class services globally and support their business as
well.
González-Rodríguez and et.al., (2018) reflected in their study that by using new
application will assist the business to manage the finance and attract the range of customers
towards it. In the same way, quoted firm is also uses its new service in order to remain in
touch with customers and provide support to their client so that they may use their finance as
per their suitability. In company’s application, company also added different feature that
helps to gain attraction and also meet the define aim. Therefore, it is clearly reflected that by
using effective business strategy, company is able to meet the define aim and also offer their
best in order to improve the brand image. Suoniemi and et.al., (2020) explain in their study
that company wants to use innovative strategy in order to improve the overall image along
with assist to stay ahead in the competition as well. Thus, it is analysed that with the help of

effective advance technologies, companies may reach to large audience and this helps to
directly creates positive impact upon its financial performance as well.
This type of business strategy is related to particular business level strategy which is
specifically used by general managers who convert mission and vision into the appropriate
strategies that helps to sustain the brand image of a company. That is why, companies
develop range of business strategy in order to grab attention of many customers and sustain
the brand of a firm as well. Yip and Bocken (2018) stated that in order to develop a strong
bond with their existing global clients and attract new segments of customers, Barclays has
managed to develop an own payment system on its mobile application. This solved the
purpose of faster and efficient collections of the payment made by the customer (Strategies
for improving business performance management, 2020). The business strategy so developed
was in order to build connectivity with the customers across borders. Kannothra, Manning
and Haigh (2018) criticized that such a business strategy want prove good for the global
clients who are not tech savvy and since the company is focusing on expanding payment
solution through mobile in UK majorly, personal connectivity shall end completely which
will ultimately impact the relations with the clients.
In the opinion of Kotarba (2016) one of the major business strategies that is developed
is of working with various fin-tech companies in order to get the feedback regarding their
business innovations and technological up-gradations. This is to ensure that clients are
satisfied and the services are easily accessible to them. Strang (2016) evaluates that feedback
regarding the technological innovations can be used to improve the services and also further
develop technology to serve the requirements of the clients globally. The mobile app that is
launched can be further be customized so that quick redressal can be provided to the
customers globally.
As per the views of Cortet, Rijks and Nijland (2016) Barclays has developed certain
business strategies so that it can gain competitive edge over other global competitors. For this
it has developed an innovative system of current account aggregation where an additional
feature is developed in which the customers are able to access their current account from
other banks. It was the first bank to initiate this feature which increased the flexibility of their
customers and built the brand loyalty. On the contrary Marquardt and et.al., (2018) believed
that this can pose safety and security issues to the customers and further contribute to the
building of relations with other banks. This can lead to it losing its customer base to its
competitors. Mullan, Bradley and Loane (2017) initiated that another major development that

the bank can bring is that it can involve the accounts of other banks so that the payments can
be made using its mobile app even if the account belongs to the other bank. This shall help in
better client relationship and persuading them to join with the bank.
Romānova and Kudinska (2016) analysed that the mobile application that is
developed by the bank in order to support the customer also provides customized services
like facilitating the crucial decision-making by the customers. Detailed analysis of the
problem is conducted and way out is suggested so that the client is able to efficiently manage
the finances.
2.4 Challenges face by company in implementing various types of strategies in global market
As per the views of Duygun, Ladley and Shaban (2020), there are various challenges
faced by companies in implementation of new strategies in global market for keen
informative expansion which are based on international company structure domains and
foreign laws, regulations. There are various aspects such as cost calculations a global pricing
standards which bring on rise within complications. There is also rise in risk for currency
rates fixations as internationally there are communication difficulties and cultural diversity
risk for which new evolving scenarios shall be enhanced. The author also has explained in
research papers that there is supply chain complexity and risks for labour exploitation which
raises new investments to be planned. External business environment brings on varied new
scale evolving space where varied scale commercial aspects shall be taken care of
informatively, also up gradation of new strategies bring on rise towards complications for
new companies.
As noted by Torp and Andersen (2020) communication language barriers have also
provoking new critical domains for which research examines focus on aspect that there are
new paradigms coming on among companies for establishing new domains imperatively. The
researcher has also explained that employees need to be trained for international expansion in
global market where there is also preferential risk in form of diversity expansion profoundly.
The author also explains that worldwide environment issues have major scope for impacting
fundamental scope for new business strategies widely on which functional scale focus and
revenue targets need to be analysed. Political risk factors also come in as global target
market risk commercially, for generating new strategic vision growth and also new expansion
scale opportunities into untapped vision market productively. There is new divergence scope
for larger scale diversity analysis and evolving horizons within global expansion where
customers have larger scale expectations with various new brands coming on. Barclays bank