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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/4486

Title: An evaluation of the competitive strategies in the banking industry in Ghana.: a case study of Barclays bank of Ghana Ltd.
Authors: Afram, Peter Dwamena
Issue Date: 22-Aug-2011
Abstract: Barclays PLC has enjoyed a considerable financial success in the country since it commenced operations in the past nine decades. However, the overall direction of the banking industry has changed towards lower interest rates, quality customer service, tailored products, and there is also intensified competition. This paper seeks to identify and evaluate the competitive strategies adopted by BBG and identify the areas of competition in the banking industry. It will also determine the effects of competitive strategies on the performance of the bank. This study employed both qualitative and quantitative methods of research. Questionnaires as well as interviews were the tools used in gathering data. Among others, the study revealed that, the environment in which BBG finds itself is highly competitive and that BBG operates in the area of pricing, products, and customer service as well as customer assets mobilisation. BBG has adopted the niche or focus strategy to give more attention to its large corporate clients. It is recommended that, BBG continues to find ways of differentiating itself by changing its strategic direction to also focus on the middle and low earning customers and incorporate a refocus on superior customer service.
Description: A Thesis Submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology- Kumasi, in partial fulfilment of the requirement for the award of the degree of Commonwealth Executive Masters in Business Administration, August, 2011
URI: http://hdl.handle.net/123456789/4486
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