Marketing Planing Essay Example | Topics and Well Written Essays - 2500 words

Marketing Planing - Essay Example It is expected your report demonstrates strong evaluative style you should draw on the relevant theories covered within the course (course book attached) you must relate your answer to your chosen organization ( eg : Barclay's, HSBC U.K etc) Harvard referencing Stlye This paper is aimed at looking at how the recent credit crunch is affecting banks and how this in turn affects international business. The paper argues from a marketing point of view. Here the paper looks into how marketing can help restore confidence and competitive advantage into some of these troubled banks. The recent credit crunch in the U.S is a cause for concern for governments, regulatory bodies, businesses, individuals, stock markets, etc. This issue is affecting world trade in that it is currently making it difficult for banks to provide loans to businesses given the significant losses encountered so far as following prior sub-prime mortgage lending. The first part of the paper looks into the institution in question. Here our institution under case study is the Barclays bank. The first part of the paper discusses the various ways through which Barclays bank could be affected by the crisis. The second part of the paper discusses the role of marketing towards restoring a com petitive advantage and creating value for Barclays bank. The last part of the paper presents the conclusion and recommendation. Bar... The last part of the paper presents the conclusion and recommendation. 1.1 Overview of the institution under case study -Barclays Bank Barclays PLC (Barclays) is an international and major player in the world financial system. It is headquartered in the United Kingdom, a global financial services provider and is engaged in retail, commercial banking, credit cards, investment banking, wealth management and investment management services. (Report 2008). The bank is present in Europe, United States, Africa and Asia using different strategies with respect to different markets. According to an independent analyst review, the Company operates in business segments: For example, UK Retail Banking, Barclays Commercial Bank, Barclaycard, Global Retail and Commercial Banking (GRCB)-Western Europe, GRCB-Emerging Markets, GRCB-Absa, Barclays Capital, Barclays Global Investors and Barclays Wealth (Company's Report 2008). Today, Barclays Plc is listed in major stock exchanges in the world such as the London, the Tokyo and the New York etc. Barclays Plc has consolidated its position through a series of mergers and acquisitions. For example, according to the company's web page, in November 2008, Barclays PLC announced that it has completed the purchase of the Italian residential mortgage business of Macquarie Group Limited. According to the company's (2008) report, Barclays PLC was ranked as the 25th largest company in the world according to Forbes Global 2000 (2008 list) and the fourth largest financial services provider in the world according to Tier 1 capital ($32.5 billion). It is the second largest bank in the United Kingdom based on asset size, although its