National Bank of Abu Dhabi External Environment - Case Study Example

The paper "National Bank of Abu Dhabi External Environment" is an outstanding example of a marketing case study. National Bank of Abu Dhabi (NBAD) is one of the biggest Arab banks and it has a wide range of customers. The bank is the largest in the UAE (NBAD, 2014). The government owns about 70% of the total shares of the bank. The bank's mission is to provide excellent services, products, and customer care in the banking and financial sector which include loans, savings, deposits and brokerage services. The target customers of the bank include individuals, corporate at both retail and private levels (NBAD, 2014). The bank has three core businesses which include global wholesale, retail and commercial operations. The bank has a strategic initiative to be rolled out for the next five years. In the home, the market is the bank is aiming at rebranding as well as boosting the extensive network of its branches. The bank is also aiming to modify its e-banking sector by introducing smartphone and tablet applications for their customers to easily access services online. The bank also aims at widening its client’s base by targeting more nationals, expatriates, and non-residents especially the Indian community. Internationally, the bank is targeting megacities in the western corridor as well as the growing middle class in the fastest-growing markets and economies (NBAD, 2014). The banks' targets to become a leading franchise market in the next five to ten years. The bank is aiming at making Egypt a $100 million profit business by making it the biggest bank in the country. The bank has been ranked as one of the leading banks and has received numerous accolades for its outstanding performance in the banking industry (NBAD, 2014).

Strategic Issue

The bank is one of the leading in the industry has very good resources and products which have made it very competitive and preferred by many customers. The bank has introduced unique technology to allow its customers to access their services online through the use of Ipads and Tablets. The banking industry has become very innovative so as to attract more customers; therefore, every player has to invest in research and development so as to come up with new products to cater to customer needs. The bank has highly targeted the Arab community while the other players are very open to their customers (NBAD, 2014).

The bank has continued to expand by attracting more customers in different countries. The company has set out a plan for the next five years that will see the bank continue being the biggest Arab bank in the world. This has been made possible by high investment in technology and research and development. This uniqueness in the industry has differentiated the bank from its competitors and has increased the bank’s profits. This has made the company outstanding in the industry and this means that the bank prospects are very promising and the company will keep on improving (NBAD, 2014).

Is there a need for the bank to highly invest in technology so as to solve many problems that are faced by the customers in the banking industry? Is the bank having a competitive advantage in the market and how can this be achieved with the current state affairs in the industry?