Competitive Strategies And Performance Of Companies A Case Study Of Barclays Bank Of Uganda

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 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.