| dc.description.abstract | The objective of the study was to identify the strategic responses of Barclays Bank of
Kenya Limited to challenges in the external environment. To satisfy the research
objectives the author used the case study method. Primary data was collected using an
interview guide which was presented through a face to face interview. The respondent
was the head of corporate affairs. Data analysis was done using content analysis.
The results of the study showed that various strategies have been adopted by Barclays
Bank of Kenya Limited key being market development, information and communication
technology, human resources, refocusing, product development and innovation,
promotion and advertisement and pricing. The challenges experienced by the bank
include advancing technologies, liberalization of the banking industry and changing
macroeconomic environment such as high inflationary rates.
The study recommends that Barclays Bank should continue being proactive instead of
being reactive to ensure they keep up with the changing external environment. The bank
should open more branches to reach out to more clients, introduce more products to cater
for the un-banked population, invest in information and communication technology and
research and development to facilitate the market research done, continue with prudent
credit assessment and risk management and ensure continued staff training and
development to increase employee motivation and efficiency | en |
