Comprehensive Management Analysis of DBS Bank: A Detailed Report

This report offers a comprehensive management analysis of DBS Bank, a global financial services and banking organization. It begins with an introduction to the company, followed by a SWOT analysis that identifies its strengths, weaknesses, opportunities, and threats. The report then delves into DBS Bank's chosen ethics approach (Common Good Approach) and CSR approach (environmental sustainability initiatives). It examines the four key elements of the bank's marketing plan: mission, guiding principles, value propositions, and strategies. Furthermore, the report explores aspects of the company culture, including visible culture, espoused values, and core values, and discusses the unity of command within the organization, including its management structure and a recommended organizational structure. The report also analyzes a leadership theory (situational leadership) and a motivation theory. Finally, it offers recommendations for the bank's progress in the next five years and concludes with a summary of the key findings. The report is a detailed examination of DBS Bank's internal environment, ethical and CSR approaches, and leadership strategies.

Running head: INTRODUCTION TO MANAGEMENT
INTRODUCTION TO MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Introduction of the company......................................................................................2
2. SWOT analysis of the company.................................................................................2
3. One ethics approach chosen by the company............................................................3
4. One CSR approach chosen by the company..............................................................3
5. Ways of instilling four key elements to the Plan.......................................................4
6. One aspect of company culture and creation of a strong culture...............................5
7. Unity of command in the company............................................................................5
8. Leadership theory to be implemented in the company..............................................7
9. Recommendations of progress of the company in next five years.............................7
10. Conclusions..............................................................................................................8
References......................................................................................................................9

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1. Introduction of the company
DBS Bank is a global financial services and banking based organization that has its
headquarters in Marina Bay Financial Centre Tower 3, Marina Bay, Singapore. The
organization was previously known as The Development Bank of Singapore Limited and the
present name of the bank was implemented in the year 2003. The bank was developed by
Government of Singapore in the year 1968 in order to take over industrial financing based
activities from Economic Development Board (Dbs.com.sg 2019). The report will be built on
detailed study of the internal environment of the firm, the ethics approach, CSR approach,
unity of command, leadership theory that has been implemented. Recommendations will also
be provided with respect to the future operations of DBS Bank in the industry.
2. SWOT analysis of the company
SWOT framework definition - SWOT analysis framework is used by the
organizations for the purpose of analysing the internal environment of an organization. The
strengths, weaknesses that are gained by the firm and opportunities and threats provided by
external environment are a part of the framework as well.
Strengths – DBS has been able to develop many outlets in various states of the
country with the help of a strong network of distribution. The low cost structure of DBS is
considered to be another major strength of the firm. The financial position that is formed by
DBS in the industry is strong with high profits that have been gained in last five years.
Automation has also provided support to improvement of operations of DBS Bank (Aguinis,
Edwards & Bradley, 2017).
Weaknesses – The amounts that have been spent by DBS in research and
development is quite low and this is considered to be a major weakness of the firm. The

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levels of sales inventory that have to be maintained by the organization are high that has
proved to be a major weakness.
Opportunities – The increase in internet users and e-commerce based activities are
considered to be major aspects that are able to provide major growth opportunities to DBS
Bank. Technological developments can also be considered in order to improve the operations
of the firm and its profitability as well (Baumgartner & Rauter, 2017).
Threats – The increasing power of suppliers has been able to affect the prices of
products and services of the firm. Fluctuations in interest rates can also be a threat to
operations of DBS Bank.
3. One ethics approach chosen by the company
Ethics approach explained - The Common Good Approach is considered to be a
major ethics approach that is related to the ethical actions that are implemented by an
organization in order to provide benefits to the entire community.
Ethics approach implemented by DBS Bank - This tactic can be applied by DBS
Bank in order to develop the responsible banking practices. The Banking Practices have the
ability to provide major benefits to the individuals who are a part of the communities in
which the organization has its operations (Certo et al., 2018).
4. One CSR approach chosen by the company
CSR approach explained - Environmental sustainability initiatives that are
implemented by different business organizations are considered to be suitable for the methods
by which they are able to sustain their processes. The awareness levels based on different
environmental issues have an impact on the operations of various business organizations.

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CSR approach implemented by DBS Bank - The increase in levels of awareness
based on environmental issues can help the firms to become better corporate citizens and
provide major benefits to the society as well (Dbs.com.sg 2019). DBS Bank also implements
environmental sustainability initiatives in order to maintain the operations of the firm and
providing effective benefits to the communities in Singapore. The benefits that are provided
to the society by DBS Bank have an impact on the image that is developed by the
organization in the financial industry (Engert, Rauter & Baumgartner, 2016).
5. Ways of instilling four key elements to the Plan
The key elements that are a part of the marketing plan developed by DBS Bank have
an influence on the processes and profitability levels as well. The four elements that can be
considered the most important for ensuring proper operations of the firm include mission,
guiding principles, value propositions and strategies (Frynas & Mellahi, 2015).
First element and implementation in DBS Bank - The mission statement that has
been formed by DBS Bank is “We aim to be a world-class regional bank, renowned for
quality, added value and innovative service at an affordable cost to our customers
(Dbs.com.sg 2019).” DBS Bank has aimed at developing its operations with respect to the
mission statement and has also been able to maintain the profitability levels with the help of
support and contribution offered by the employees. The efforts of greater than 10,000
employees of the bank have been able to play a key part in appropriate improvement of
revenues that are earned by the bank (Dbs.com.sg 2019).
Second element and implementation in DBS Bank - The principles that are followed
by DBS Bank are considered to be vital for development of the organizational operations and
revenues of the bank as well. The bank has been recognised for the digital levels of
leadership and the commitment that is related to the delivery of purposes beyond banking

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activities that helps in creation of a sustainable future. DBS Bank had also been named as
“World’s Best Bank” by Euromoney in the year 2019 (Dbs.com.sg 2019). The guiding
principles of the bank had been able to play a key part in growth of the place of DBS Bank in
the financial industry (Hanson et al., 2016).
Third element and implementation in DBS Bank - The values of DBS Bank are able
to shape the business processes and they are integrated with each other as well. The different
aspects related to the values of DBS Bank include purpose-driven, relationship-led, decisive,
innovative and fun. The impact that is formed by the bank is considered to be a main aspect
that is related to the values gained by the firm. Collaborations that are developed by DBS
Bank are considered to be helpful in formation of strong teams and building relationships that
are long-lasting in nature (Hitt, Ireland & Hoskisson, 2016).
Fourth element and implementation in DBS Bank - The strategies formed by DBS
Bank have an impact on the success that is gained by the bank in the financial industry. The
development of a diversified and regional Corporate Bank is also considered to be a major
strategy that has been applied by DBS Bank in order to uphold its processes and profitability
levels as well. The universal banking based leadership that has been formed by DBS is able
to support the methods by which the bank is able to uphold the profitability for a longer
period of time (Dbs.com.sg 2019). The consumer finance based facilities offered by DBS
Bank have been able to play a key part in the formation of effective position in financial
industry. Consumer finance is able to provide growth opportunities to DBS Bank in order to
fulfil their expectations and needs as well (Jenkins & Williamson, 2015).
6. Three aspects of company culture and creation of a strong culture
The culture of an organization is based on three major aspects that include visible
culture, espoused culture and core values. The aspects of culture have an influence on the

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methods by which the organization is able to develop a positive environment within the
organization (McDONALD, 2016).
Visible culture – This is the aspect of culture that can be seen, felt and heard. The
innovativeness that is an important part of the culture of DBS Bank can be felt in the
environment that is developed within the organization. The redesigning of services is also a
major visible part of the culture of DBS Bank (Dbs.com.sg 2019).
Espoused values – This aspect of organizational culture cannot be seen openly,
however, it can be sensed through the decisions that are made by the managers. The increase
in levels of agility within DBS bank and customer obsession are considered to be important
parts of this aspect of culture (Dbs.com.sg 2019).
Core values – The core values that are a part of the organization can be shared widely
and are considered to be non-negotiable in nature. The core values of DBS Bank are based on
the values that have been developed and implemented by the bank. The core of its business is
to become purpose-driven in nature and making banking joyful. Purpose-driven nature is a
major part of the DNA of DBS Bank (Dbs.com.sg 2019).
7. Unity of command in the company
Unity of command in DBS Bank - The unity of command is developed in DBS Bank
with the help of the organizational structure. The focus on effective levels of integration is
considered to be a key factor that has an influence on the ways by which various target
markets of the bank are addressed in an effective manner. The proper delivery of different
services and products have an impact on the customers who are a part of different segments.
The structure of management is also able to influence the market for the development of
responsibilities and accountabilities in different countries where DBS has its operations
currently (Blomme, Kodden & Beasley-Suffolk, 2015).

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Management structure of DBS Bank - The structure of the management is however
not able to ensure proper usage of skills and resources that are mainly focussed towards the
proper achievement of various objectives. The management and organizational structure of
DBS Bank had been changed entirely in the year 1999 in order to develop a simple business
environment. The decentralised structure of management was formed for the purpose of
maintaining the organizational operations and communications in diverse parts of the world.
Responsiveness and effectiveness across various functions of the organization have also
increased due to the change in the organizational structure of DBS Bank (Meyer, Neck &
Meeks, 2017).
The major goal behind the development of the new organizational structure was
mainly related to the increase in diversity levels and increasing participative management as
well. The enhancement of communication abilities and sustaining high growth levels have
also been able to influence the operations and profits that have been gained by DBS Bank as
well. The involvement of employees in different business functions is considered to be a
major factor that has an influence on the methods by which DBS Bank is able to uphold its
innovation capabilities in an efficient manner.
Recommended organizational structure for DBS Bank - The most appropriate
organizational structure that can support the future operations of DBS Bank is the staff or
functional activity organizational structure (Morschett, Schramm-Klein & Zentes, 2015). The
line officers in the organization are provided with direct authority that can be exercised in
order to achieve the various goals of the firm. The staff in DBS Bank are provided with the
authority to take decisions that have a positive influence on the organization (Storey, 2016).
8. Leadership theory to be implemented in the company
One leadership theory and one motivation theory explained -

8INTRODUCTION TO MANAGEMENT
Situational leadership theory - The theory of situational leadership mainly suggests
that no single style of leadership can be effective in nature. The situation that takes place in
the organization is able to help in development of leadership style.
Maslow’s Need Hierarchy theory – The Maslow’s Need Hierarchy theory can be
explained as the motivational theory related to psychology that comprises of the five-tier
model of the human needs. The needs that are a part of the lower part of model need to be
fulfilled in order to reach the upper levels and fulfil the needs upper level needs as well. The
five types of needs that are a part of the model include physiological needs, safety needs, love
and belongingness needs, esteem needs and self-actualization needs.
Implementation of motivation theory and leadership theory in DBS Bank
The situational leadership theory can be suggested for implementation in DBS Bank.
The leaders in this case will react according to the different situations that are created within
the organization. The “High Task, High Relationship” theory can be implemented by the
bank in order to maintain its future operations in a profitable manner. The relationship levels
in this case have a positive influence on the innovation levels within the firm (Nawaz &
Khan_ PhD, 2016).
Maslow’s Need Hierarchy Theory can be implemented by DBS Bank in order to
improve the motivation levels within the organization. Maslow’s theory is thereby based on
the human needs and experiences as well. The different levels of needs that have to be
fulfilled by the bank include physiological needs, safety needs, social needs, esteem needs,
self-actualisation needs. The proper fulfilment of various levels of needs is able to play a
crucial part in the growth of DBS Bank and maintaining its operations in the future. The
proper fulfilment of needs in different levels will be able to play a main part in appropriate
improvement of work process of employees. The positive work environment is also

9INTRODUCTION TO MANAGEMENT
developed with the help of appropriate motivation that can be offered by the management of
DBS Bank (Brown & Capozza, 2016).
The situational leadership theory can be implemented by DBS Bank based on the
various situations that have taken place or the concerns that have been faced. The needs of
employees based on the situation will be analysed and fulfilled with respect to the hierarchy
that has been explained in the Maslow’s model.
9. Recommendations of progress of the company in next five years
The major recommendations that can be offered to DBS Bank are,
 The bank needs to maintain its functional organizational structure in order to
improve the participation of the employees.
 The bank has to implement sustainability initiatives in order to maintain the
operations for a lengthier period of time.
 The leadership style implemented in DBS Bank is an important aspect based
on the development of a positive environment within the firm for the future
operations.
10. Conclusions
The report can be settled by stating that DBS Bank can maintain its operations and
profitability in the financial industry with the support that is offered by the employees. The
innovation capabilities of the firm have an impact on the success that is gained by the bank.
The leadership of the firm is also able to play a main part in the ways by which DBS Bank
can maintain its position. Sustainability has been able to play a key role in the appropriate
growth of operations of DBS Bank in the financial industry. The culture and organizational
are important factors that can have a key influence on the methods by which DBS Bank can
maintain a work environment in a positive manner.

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