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AN EVALUATION OF THE COMPETITIVE STRATEGIES IN THE BANKING INDUSTRY IN GHANA. A CASE STUDY OF BARCLAYS BANK OF GHANA LTD.
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.
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
