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 BBU and identify the areas of competition in the banking industry. It will also
detennine the effects of competitive strategies on the performance of the banlc 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 BBU finds itself is highly competitive and that BBU operates in the area
of pricing, products, and customer service as well as customer assets mobilisation. BBU has
adopted the niche or focus strategy to give more attention to its large corporate clients. It is
recommended that, BBU 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.
SSA, R (2021). Competitive Strategies And Performance Of Companies A Case Study Of Barclays Bank Of Uganda. Afribary.com: Retrieved June 18, 2021, from https://afribary.com/works/competitive-strategies-and-performance-of-companies-a-case-study-of-barclays-bank-of-uganda
Research, SSA. "Competitive Strategies And Performance Of Companies A Case Study Of Barclays Bank Of Uganda" Afribary.com. Afribary.com, 03 Jun. 2021, https://afribary.com/works/competitive-strategies-and-performance-of-companies-a-case-study-of-barclays-bank-of-uganda . Accessed 18 Jun. 2021.
Research, SSA. "Competitive Strategies And Performance Of Companies A Case Study Of Barclays Bank Of Uganda". Afribary.com, Afribary.com, 03 Jun. 2021. Web. 18 Jun. 2021. < https://afribary.com/works/competitive-strategies-and-performance-of-companies-a-case-study-of-barclays-bank-of-uganda >.
Research, SSA. "Competitive Strategies And Performance Of Companies A Case Study Of Barclays Bank Of Uganda" Afribary.com (2021). Accessed June 18, 2021. https://afribary.com/works/competitive-strategies-and-performance-of-companies-a-case-study-of-barclays-bank-of-uganda