Environmental Analysis As A Perspective Of Strategic Positioning By Barclays Bank Of Kenya Limited

Abstract

The study on environmental analysis as a perspective of strategic positioning focused on Barclays Bank which is the largest bank in Kenya in terms of profitability. Barclays has operated in Kenya for over 90 years. Constant changes in the environment make it highly unpredictable that no player in the market can accurately envision future trends. Senior bankers, including board members, want to re-assess the future of banking and strategy in the context of a fast changing environment. The aim of the study was to establish how environmental analysis is used as a determinant of strategic positioning. The research was conducted through a case study. The data collection was done using an interview guide. The interviewees’ included Head of Payments, Head of Information technology, Head of Merchant Acquiring, Head of Credit Card issuing, Head of Corporate, Head of Finance and Head of Marketing. Content analysis was adopted in the interpretation and presentation of the findings. The findings of the study show that environmental analysis is key for a company to maintain its strategic position in the industry. The company has employed both cost leadership and differentiation strategies to maintain its competitive advantage in the industry. Competition has been stiff in terms of competitors going for the unbanked in the industry. As the number of banked customers increase the more they demand better services from the banks. The study also found out that BBK operates in a very competitive environment some of the challenges include information technology, more informed customers and deregulated environment. The study concludes that the attainment of the bank’s goals is largely dependent on the effectiveness of environmental analysis and how it positions itself in the industry. The study recommends that BBK management team should continue to diversify its product proposition to maintain its position in the industry lest it will be beaten by the competitors. The bank should also seek to improve strategies on technology as there are rapid changes in technology in the industry. VII