Entry Plan For Emirates NBD For International Markets

Application of theory into practice

Emirates NBD, the leading baking group in United Arab Emirates, was formed in 2017 when the market shares of this banking group finally registered on the DFM (Dubai Financial Market) (Galbraith, 2015). Details about 2007 Emirates NBD merger between National Bank of Dubai (NBD), and Emirates Bank International (EBI) outlined the fact that the official merger has become a regional consolidation plan for the finance and banking industry as it combined the fourth and second leading banks in the nation (emiratesnbd.com, 2018). The merger has been made to form a banking propaganda capable of delivering effective value across Islamic, retail, private, corporate and investment banking throughout the region.

The bank currently has around 227 branches and approximately 1065 SDMs and ATMs in the United Arab Emirates, overseas and one of the large social media following. This bank is the only bank around the Middle East, which is ranked among the top twenty in the ‘Power 100 Social Media Rankings’, accumulated by The Financial Brand (emiratesnbd.com, 2018). This is one of the major organizations in the entire UAE corporate and retail banking area that has effective Islamic Banking, international Markets and Treasury as well as has strong hold in Investment Banking, Asset Banking, Brokerage Operations and others. From the current evaluation of the banking performance in the United Arab Emirates, it has been pointed out that over 9,000 people, representing around 70 nationalities are employed by this banking group, making this company one of the leading and culturally enriched working place in the UAE.

Figure 1: Current profit growth of leading banks in UAE

(Source: Babu Das Augustine, 2018)

It has been found out that Emirates NBD has delivered a record number of results with total profit growth around 29 per cent to AED 5.0 billion. Net interest income of this bank has developed around 20 per cent y-o-y due to improvements in margins and a loan growth. The operating performance was also developed by a 40 per cent improvement in provisions (emiratesnbd.com, 2018).  

Marketing process and STP 

As per the present scenario, the entry plan into international market of Emirates NBD will initially include market process analysis and the current STP strategies. After that, this section of the report will indulge in evaluating the future plans for the company.

The strategic marketing procedure is a deliberate series of steps to assist an organization to recognize and reach to the set goals (Grant, 2016). After this analysis an organization will able to discover customers’ want and develop products according to that.

Strategic marketing process analysis

Figure 2: Processes of strategic marketing planning

(Source: McDONALD, 2016)

The corporate mission of Emirates NBD is “To become a service provider of value-added management solutions and services that will ultimately add strategic value to Emirates NBD Group in the Property Business” (emiratesnbd.com, 2018). According to the present market activities and target of expanding business into the international market, it could be said that this organization should invest in proving consumers’ lives simpler with financial help that fulfil their economic aspirations. Therefore, it could be said that the new mission for this company should be “providing solutions that help them fulfil their financial aspirations of their consumers” (emiratesnbd.com, 2018).

• To develop the entire financial performance in the upcoming years by investing in the international market
• To find out effective policies that are helpful in delivering more efficient services to global and domestic consumers
• To develop the online marketing channels and operations

In the situational analysis, the 5C analysis of Emirates NBD will be held for developing understanding regarding the effective business environment, competitors, company, customers collaborates.

As per the present context, it could be said that this organization needs to indulge in developing presence of their company through mobile banking, which will forgive a connection between banks and their consumers (Steger, 2017). On the other hand, it is necessary to understand the financial market environment and competitors’ in the global market so that effective banking collaborations (suppliers, distributors, partners) could be done in future while expanding the market into the global platform (Yeung and Coe, 2015).

The marketing strategies will be based on targeting the customers, setting measurable goals and identifying a set of marketing budget (Christopher, 2016). About the Segmentation details of Emirates NBD UAE will be discussed later in this section.

Objective 1: To develop the entire financial performance in the upcoming years by investing in the international market

Specific	To develop the financial performance of the company within two years’ of international market expansion
Measurable	To increase the profit shares of international market by 40% in two years.
Achievable	To enhance service quality and variety to achieve this objective.
Relevant	This objective is fit with the overall business expansion target of Emirates NBD UAE.
Time-bound	Two years.

Table 1: SMART objectives for international growth

(Source: Created by the learner)

Objective 2: To find out effective policies that are helpful in delivering more efficient services to global and domestic consumers

Specific	To provide child plans, educational loans and mobile banking services to the global customers apart from the traditional banking experiences.
Measurable	Developing the banking services by 50% in next two years.
Achievable	Developing employee capabilities and skills of investment banking department
Relevant	This objective is fit with the overall business expansion target of Emirates NBD UAE.
Time-bound	Two years.

Table 2: SMART objectives for international growth

(Source: Created by the learner)

Objective 3: To develop the online marketing channels and operations

Specific	To enhance the mobile banking platforms and online banking procedures.
Measurable	To enhance the mobile banking facilities by 30% in next two years
Achievable	Developing skills of the present online banking department and online channels in Emirates NBD UAE.
Relevant	This objective is fit with the overall business expansion target of Emirates NBD UAE.
Time-bound	Two years.

 Table 3: SMART objectives for international growth

(Source: Created by the learner)

The strategy implementation process is attach below with a graphical presentation.

Figure 3: Inbound and outbound marketing implementation process

(Source: Piercy, 2016)

This company needs to identify the total costs for expanding business into the global financial market.

Figure 4: Milestones for cost estimation

(Source: Li et al., 2018)

Market segmentation

Target market segments of Emirates NBD UAE based upon the current international market entry plan will be demographic, geographic and behavioural market segmentation. Demographic market segmentation will be selected for understanding information regarding the right population in using their services (Hair Jr et al., 2015). The demographic segmentation will be done based upon the analysis of gender, income, family size, age of target customers (Venter et al., 2015). The last market segment will be based on the behavioural patterns, decision-making process of customers (Baker and Saren, 2016).

Corporate mission of Emirates NBD

This company will target both aged and young population for their new market entry. It will be fruitful for the organization to target both type of customers in the new markets. Promotional campaigns will get higher reach and services will be distributed more effectively through this type of targeting (Cross et al., 2015).

For young population products of Emirates NBD UAE will be different health insurance schemes, educational loans, credit card facilities and others. The pricing strategy for young customers will be pricing for market penetration (Nagle and Müller, 2017). The retail banking facilities will be provided to the young target market along with direct distribution channels.

For old population the products will be related to home equity release products designed to enlarge retirees’ cash flow while offering them with assurance regarding the future of their personal houses. The retail banking facilities will be provided to the aged population along with direct distribution channels (Caggiani et al., 2017). With this pricing strategy, Emirates NBD UAE will be able to minimize the costs of marketing in order to keep the service price down.

As per the reports of 30^th June, this banking group’s total organizational assets were AED 477.5 Billion, which is equal to around USD 130 Billion (Kapiszewski, 2017). The banking group has an excellent retail banking franchise in the UAE as well as is the core player in the international digital banking sector, with around 90% of all economic transactions, and request proceeded outside of its branches (emiratesnbd.com, 2018). As per the performance in the domestic market, this bank was pronounced as the most innovative economic services company of the year at the 2017 BAI Global Innovation Awards.

According to Kerzner and Kerzner  (2017), the marketing mix method is a combination of mainly four P’s, which helps in developing sales of a selected product or services to the target market. From the analysis of McDonald and Wilson (2016), it can be said that “This systematic tool is more commonly used once a business has decided on its overall competitive marketing strategy. This includes analysing marketing opportunities and selecting a target market”. In the other hand, the development of these four P’s to the advantage of a particular organization can be assessed as the third stage of the marketing process. Following to this stage is the management of the marketing efforts, better known as the market implementation (Burnett, 2017). This assignment will discuss the way this model has been developed and implemented in an organization by critically evaluated its current and future marketing mix, for entering in to the global market.

Corporate objectives of Emirates NBD

According to Kerzner and Kerzner  (2017), marketing mix is a technology or method for guiding the organizations and consumers to select the services rather than electing the services of the rival companies. The seven Ps of marketing are all affected as an organization moves through all steps to become and manage dominance as an international organization (McDonald and Wilson, 2016). On the other hand, promotion becomes one of the most important elements for positioning the organization in a way products can be tweaked instead of refurbished for various markets. The marketing mix helps in devising that marketing policy is right for the organization. According to De Mooij (2018), “The initial marketing mix analysis will demonstrate its current operations in the domestic market and the later critical marketing mix analysis will be suggesting the strategies to enter into the global market”.

Parameters	Analysis
Product	This organization provides a full suite of traditional banking services that consists cash management and card products to the online banking (Zameer et al., 2015). These all services are accessible with the help of comprehensive mobile applications. Apart from that this organization also provides various advisory services, which includes information about equity, fixed income, funds and others. There are also credit and trust services available in the company (emiratesnbd.com, 2018).
Place	The banking services of Emirates NBD UAE is circulated across the Middle East and the head office is situated in Dubai (emiratesnbd.com, 2018).
Promotion	This organization has a string hold in the online promotional market in Dubai. It’s e-offers are advertised in the online portals and platforms effectively (emiratesnbd.com, 2018). On the other hand, this organization also have offline promotional channels all over the Middle East (Babin and Zikmund, 2015).
People	The core strength of the selected company is its management team, board of directors, the asset management team and near about 9,000 working people from different cultures (emiratesnbd.com, 2018). All these people jointly works in this company to place it in the list of most used and profitable banking organization list in Dubai and across the middle East.
Physical evidence	The physical evidences of Emirates NBD UAE are state of the banking premises, delivery of the banking services to the customers (emiratesnbd.com, 2018). The online channel of distributing banking services of this company is very strong and there is always a scope for the customers to directly interact with the executive team. Service details are sent to the customers through emails and messages that consumers can review (emiratesnbd.com, 2018).
Process	Apart from the traditional ways of distributing and delivering services to the customers, this bank has mobile banking services and it also offers “wide range of transactions, recommendations tailored to your lifestyle, Face Banking for face-to-face assistance and a Digital Store for all your banking needs” (emiratesnbd.com, 2018).

Table 4: The current marketing mix analysis of Emirates NBD

(Source: Created by the learner)

The marketing mix is a procedure of communicating, creating and delivering the items from manufacture to the customers. In other sense, this is a process through which individuals and departments in Emirates NBD UAE satisfy their requirements and wants with the help of exchanging valued services with others (Burnett, 2017). The marketing managers in this company on the other hand, should coordinate all the processes in order to satisfy their target consumers and achieve the share in market. The policies described in the current marketing mix of Emirates NBD UAE above will be modified by the marketing managers afterwards in order to retention, identification and satisfaction of their consumers (emiratesnbd.com, 2018). The main objective achieved by the marketing managers in this regard is the strategic planning and consumer satisfaction. These processes will be implemented in future to take an advantage of the trending forces in the global banking market (Burnett, 2017). All the above processes and policies identified should be manipulated and controlled to reach the demands of the end users or target consumers. All the principles are important elements of the company’s planning for the future.

The current marketing mix of Emirates NBD UAE plays a vital role with the management accountants to formulated internal policies and strategies in a manner, which helps the company in attaining the corporate goals (emiratesnbd.com, 2018). Standing in the midst of the rapid changing business environment, it is necessary to have a profitable and effective marketing mix survey that match the marketing plan, despite the excellent product portfolio (Burnett, 2017). The segmentation of the general market or the domestic market into the homogenous groups valuing similar requirements is known as the market segmentation, which is also referred as micro-marketing (Bryson, 2018). The segmentation is organized to recognize the core groups in one large market, for instance  the large global market that share specific preferences towards services. Instead of creating the single promotional policy, tis organization should increase various promotional campaigns to cater every segment of the market (Burnett, 2017).

Situational analysis

 Therefore from the above analysis, it could be said that “The marketing research is a systematic design collection, analysis, and reporting of a data for a problem company is currently facing” (Bryson, 2018). According to Burnett (2017), “The main purpose of conducting research is finding solutions for a problem. The research will aid in the decision making process of a company. Companies all over the globe has started the department for research, to carry out business in a more efficient way”.

As per the above marketing mix analysis and the current scenario of expanding market to the global business environment, the future possible marketing mix analysis will be established. All the seven elements of marketing mix will be listed below.

Parameters	Results
Product	This banking organization should invest on providing more efficient mobile banking services and applications to the global customers as per the increasing demands on mobile banking in the international banking sector (Burnett, 2017). Other products should include effective personal loans, insurances, auto loans, home loans to the young and old general customers as described in the previous part of this report.
Place	This leading banking giant in the Middle East countries should invest time in expanding market in the emerging countries as it has minimal reach in the developing countries. Through strategic merger and acquisition services, it will be helpful for them to initially expand overseas market in the merging countries all over the world (Lasserre, 2017).
Promotion	The online promotional tools will be most effective for Emirate NBD UAE. As per the current market position and promotional strategies of this company, it could be said that, through their all new dashboard with smart insights, social media promotions, and advertisements in popular channels, this organization could capture the eyes of most customers all over the world (Masa’deh et al., 2018). Apart from these, the marketing team in Emirate NBD UAE could involve in offline promotions also. By analysing the most read newspapers and financial magazines in the target countries, they could invest in them for their new promotional activities.
People	Expanding overseas will also involve recruiting new people in their organization. It will be fruitfully done through the implementation of cross-cultural recruitment policies by the Human resource management department exist in this company (Burnett, 2017). Targeting and recruiting cross cultural people in their organization will enhance the brand image and cultural environment in the organization, which is equally important to enhance for a leading organization.
Physical evidence	The distribution channels should be strong. Emirate NBD UAE could include details of their offices in their websites that c customers from all over the world could easily access (Baker, 2016). On the other hand, the paper works, online distribution channels can be estimated as the physical evidences of the company while expanding business in the global market.
Process	On the other hand, this organization  should invest time in analysing the suppliers, distributers, partners in the new market to enhance the supply chain process in developing countries. The industry analysis should be done at first in order to understand the supply chain process and process of supplying banking services to customers that already exist there (Burnett, 2017). After analysing that, this organization could think about implementing the old process of including come new segments in their process of delivering services to the global market. Another thing is that the strengthening the online processes would be always effective for this company even if it is targeting to launch new products and services in the global market (Bryson, 2018).

Table 5: The future marketing mix analysis of Emirates NBD

(Source: Created by the learner)

From the above marketing mix analysis and the future marketing mix of Emirate NBD UAE, it has been understood that  for successfully enter into the global market, this organization has to be prepared with some developments. Initially, this organization needs to set up a training and development session for the existing departments and employees in their organization  so that they could be able to understand the current global market situations and financial environments in the emerging markets (Cummings and Worley, 2014). Other wise investments in wrong segments could affect on the current profitability of the company and it may face losses in the upcoming years. After that, this organization needs to analyse the product portfolio of their organizations that they intend to launch to the global customers.  On the other hand, the distribution channels and promotional strategies should be should be implemented according to the needs and requirements of their target customers. In this way, this organization could be able to penetrate in to the global market by initially targeting emerging countries and young and aged populations effectively.

Before launching promotional campaigns, in international organizations or the Emirates NBD UAE must at first try to define their target markets as well as determine the products, which will resonate most with the customers. Additionally, to pinpointing which pricing strategy and distribution channels will best serve the target country markets is also important (Gunter and Furnham, 2014). From the above marketing mix analysis, it has been identified that promotional strategies of banking organizations like Emirates NBD UAE for international audiences could range from television adds to social media marketing on popular platforms. Therefore from the above analysis, it could be said that “B2B distribution from producers of goods or services to organizational customers can now be controlled more efficiently” (Gunter and Furnham, 2014).

Marketing strategies

The SWOT analysis of Emirates NBD UAE is listed below;

Strength The core strength of Emirates NBD in the UAE market is standalone as it has a surmountable asset base with evident dominance (Bose and Sampath, 2015). The convenience factor is boosted by the presence of 140 branches in the nation as well as over 750 ATM outposts. Another creditable trait of the Emirates bank lies on its strong and efficient management that ensures standard servicing, high security and privacy of customer details and accounts and a generous customer loyalty.

Weakness The weakness of Emirates lies on the fact that it has a weak financial presence in the international presence. Emirates NDB has a relatively lower influence in the online products, services and marketing (ElMassah, 2015). The portfolio of Emirates demands a wider base while competing while competing with its influential rivals in the international financial sector.  Additionally Emirates NBD faces a high staff turnover, which affects the total staff knowledge and competency, thus in turn affecting the annual productivity and ROI.

Opportunities The many opportunities Emirates can bank on includes the drive of the UAE government, which encourages spending drives and focuses on increasing per capita. Emirates NBD, being a dominant presence in UAE’s financial sector can benefit from this national spirit. Moreover, capitalizing on its brand value Emirates NBD has copious opportunity to merge and for form synergies with other companies in the financial sector (Sandra, 2016). The company can additionally expand its online services and catalogue of products to cater to the large base of modern tech savvy customers.

Threat The threats of Emirates NBD, include foremost, the presence of rival companies like Morgan Chase Bank, HSBC, Mitsubishi UFJ, Citibank, etc., which already has mature markets and loyal customer bases extending and accepting many payment platforms across a varied chain of vendors. Additionally, the volatile costs and service charges of Emirates NBD poses significant threat to its expansion in the international markets with many potent competitors.

Table 6: SWOT analysis  of Emirates NBD UAE

(Source: Created by the learner)

It can be concluded from the SWOT analysis of Emirates NBD that it has a few points to work on before entering the global market since banking involves gaining the trust and loyalty of its customers as well as being convenient with opportune offers to attract customers in such a saturated market.  Additionally a service overhaul, especially designing more efficient online platforms and more product options and promotions are recommended to make intelligent use of the present opportunities and deal with the hefty risk points.

PESTLE factors	Analyses
Political	The political environment of UAE has a stable base with 7 different Emirates controlling their respective jurisdictions that allow a flexible management and governance throughout the nation. However, its location in the gulf is not divorced from the dynamic religious and energy politics with pitted problems of terrorism and immigration waves from the Middle East countries. However, the trade relations with many counties in the Eurasia zone and the west, which is a pro bono factor. Nevertheless, Emirates NBD has other political factors to consider of the nations or regions, whose markets it plans to enter including remittance, exchange, market policies and Competition laws that has been set (Alshebli, 2016). Apart from that, it should also draw a reliable political analysis of individual nations and geographical areas to ensure stable political milieu without any disturbances that tend to result in frequent market freezes.
Economic	The economic condition is a vital integrant while analyzing the standing of a nation or region, thus the individual variables need thorough scrutiny.  While the economic condition of the UAE has been stable over decades, with exponential development of its banking and financial sectors, the economic condition of Emirate NBD’s potential markets needs to be analyzed. Apropos to the condition, the global repression, including the recent Great Recession, that took over markets worldwide including Europe, North America and Australia, dealt severe blow to the market including collapses of housing and Investment banks makes instance of the troubles that might follow in cases of crises (Young, 2017). Thus, analyses of the economies, economic reforms introduced and market regulations, significantly of the financial markets need to draw to make informed decisions.
Social	The social factors, has a lot of influence in any industry; the, makeup of the UAE civilians are highly cosmopolitan, with marked diasporas, with globalization channelling a potpourri of cultural mix (Olayemi et al., 2018). The demand of online operations via online baking is a rising concern with the updated tech smart generation. Emirates needs to expressly work on its product portfolio, services and promotions.
Technological	As per the previous researches and other documents of the company, it could be said that, the technological factors, this organization needs to look for are the digital marketing platforms and the online banking services. It has been found out that the current online banking services are new and need more improvements before entering into the global market. The global banking market currently ruled by the online banking services that both the young and aged customers use for its less time consuming and swift services without even standing in a line. Therefore, it is necessary for Emirates NBD UAE to look into this matter.
Legal	As noticed, the banking industry usually follows all the regulations about the customer laws, privacy and trade policies in order to confirm frameworks in the sector. Such structures are needed for consumers in the allocated countries and for the global Users. According to the present scenario, it can be said that, the selected organization should take care about the trading regarded laws and consumer laws along with the terms and conditions related to data security acts in different countries (Banerjee and Majumdar, 2017). Legal requirements are different in each countries, this organization is intending to invest on.
Environmental	With the application of technology, especially with mobile banking applications, the use for paper is being limited. On the other hand, the requirement to drive on a direct way to a branch to control affairs is limited as well. There are several issues that should be considered by the company though mobile applications and online banking products. Customers could apply for credit cards online, purchase cheques online as well as have various of their banking questions answered online or through phone. Therefore, in this way the limitation of individual environmental footprints could be conducted by Emirates NBD UAE. These are the major and most trending environmental factors that this company should care of while expanding market in to the global market.

Table 6: Analysis of External factors

(Source: Created by the learner)

BCG matrix is a long term planning to identify business growth opportunities by analysing its product portfolio, which helps the organization to make decisions regarding area of investments or develop its products (Torquati et al., 2018). BCG matrix enables the organization to categorize its products in four different categories in order to acknowledge its market share. Four categories of BCG matrix, which enables the organization to categorize its products are; Star category, Cash Cows,  Dogs category, and Question mark.

Figure 5: BCG Matrix

(Source: Harding, 2017)

Star category in BCG matrix indicates the products and services of organization, which has high market growth rate and market share (Dempsey et al., 2018). In correspondence to organization Emirates NBD UAE, personal loans and mortgage loans has very high market share and market growth rate, as this organization provides personal and mortgage loans at appropriate interest rates on comparison to other organization. This determines that personal loans and mortgage loans offered by the organization Emirates NBD UAE can be market leader and so, it requires an ongoing investment for attaining sustainability. Therefore, it can be analysed that these products generate more ROI than any other product categories.

Cash Cow category in BCG matrix indicates those products of the organization that has low market growth rate with high market share (Dang and Yeo, 2017). In relation to the organization Emirates NBD UAE, commercial loans of this organization lies under cash cow category, as it has high market share with low market growth rate. This determines that commercial loans are the leaders in marketplace, as it enables the organization to consume more cash that they actually consume.  

Dog category in BCG matrix indicates the products of the organization that has low market share as well as low market growth rate (Bolisani and Scarso, 2017). In correspondence to organization Emirates NBD UAE, brokerage services lies under this category, as it has very low market growth rate as well as market share. The organization needs to aim in removing the products and services under this category, as these products greatly lead the organization in draining of huge amount of resources.

Implementation and control of new entry strategy

Question mark category in BCG matrix includes the products that has high scope of market growth rate relatively low market share (Chen and Chen, 2017). Mutual funds and capital market services of the organization Emirates NBD UAE is considered under Question mark category, as it needs huge investment for improvement and development in order to sustain in market and enter under Cash cow or Star category.

Ansoff Matrix is a tool for strategic planning that leads senior executives of the organization to analyse and identify the major techniques, which can lead the organization in penetrating global market and attain its desired objectives.

Figure 6: Ansoff Matrix

(Source: Dawes, 2018)

Ansoff Matrix involves four strategies of both market growth and development that would greatly lead the organization in attaining its desired goals and objectives (Dawes, 2018). Following are the four strategies that would help the organization Emirates NBD UAE in attaining its target:

Market penetration strategy is used for market growth by using its existing products and services in existing markets (Lévay et al., 2017). In other words, it can be said that this strategy enables the organization to increase its overall market share depending on existing market scenario within existing market segments. As per desired goal of the organization Emirates NBD UAE, this organization is focussing on entering the global market and therefore, this strategy would not lead the organization in fulfilling its required target.

Market development is a strategy that enables the organization to enter new market with its existing offerings of its products and services (Singla et al., 2018). This market strategy is suitable for the organizations that are focussing on expanding its overall market strength and entering any new. Similarly, the organization Emirates NBD UAE can implement this strategy, as it will enable the organization to attain the required target but based on this strategy, the organization will need to introduce its existing offerings of its products and services even while entering the new market. This strategy would not be much efficient for this organization as while entering a new global market, the organization needs to customize its offerings for its products and services based on choices and demands of customers in global market.

Product development strategy leads the brand image by lending the company to producing different variants of the product or repackaging the existing services of the company (Ahmadzadeh et al., 2017). According to the present scenario, the Emirates NBD UAE could be helpful in implementing this strategy while expanding market globally. This marketing strategy will be helpful for the company as it belongs in to the banking sector. Developing its existing products could be helpful for retaining the customers that are believed in the traditional banking services. On the other hand, as identified in the previous section of this report, this company with this strategy could develop their existing online banking services more effectively so that online customer range in the global market could enhanced.

The diversification strategy is quite challenging. There is often a scope for applying present expertise of for attaining economics of scale as an organization tries to sell completely various services and products to different consumers (Jensen, 2018). Beyond the opportunity to enlarge the organization or business, the major advantaged of diversification strategy is that, should one business segment suffer from disadvantages, anther might not be affected at all. Being a leading organization in the banking sector and trying to enter into the global market, Emirates NBD UAE should avoid this type of risky strategies.

Therefore, from the above analysis, it could be said that the selected organization could implement product development and market development as their global market entry strategies.

Conclusion

This report has been helpful in increasing the knowledge regarding the marketing processes and how it will help the organization, Emirates NBD UAE in their future market entry plan of entering in to the global market. This report has clearly demonstrate the background details of the selected company, which demonstrate the fact that, it is one of the leading and profitable banking solutions in the United Arab Emirates. On the other hand, the marketing processes and analysis of STP has been done effectively in this report that shows that market segmentation and positioning will be done by analysing the current global market situations so that in future this organization can achieve success and reach to the target objectives. On the other hand, the external and internal market analysis have been effectively evaluated that underlines the internal capabilities of the organization along with its external market potentialities that this company could apply in achieving success in their future market entry plan. The current market entry plan with the future predictions have been stated in this report, which are helpful for Emirates NBD UAE for developing strategies for the global market expansion.

This report has indulge on the market opportunity of Emirates NBD in respect of its current target of market expansion into the global market. All the detail marketing processes and STP has been evaluated along with current marketing mix strategies of this company. Effects and improvements regarding the market expansion strategies is given in this report to develop understanding regarding effectivity of marketing strategies in achieving objective of Emirates NBD.

A global marketing strategy does not mean absence of the domestic market specific plans and strategies. The marketing strategies should be in fact complementary. International marketing will generally set the base and parameters within which domestic marketing operations, whilst providing in-market departments the freedom to achieve the local success levers (David, 2017). Therefore, it could be said that some of the business areas in Emirates NBD UAE should be lend to the global marketing team and some of the parts should be managed locally as before. On the other hand, this company should remember the fact that for their international model to work, international teams required to develop an understanding about the local markets and establish a compact communication with the local marketing teams. Internationally defined initiatives as well as policies need to factor in a degree of flexibility in order to cater for the cultural differences. In this regard, it could be suggest that a community meet-up, social media competition and others may resonate well with the emerging markets.

As the time of the promotional campaigns to kick-off global plans, there are some factors that required to consider to assist it in effectivity. These elements are appointing an international campaign manager, ensure that all the plans, deliverables, dead-lines are clear and should include all the members (Allagui, 2017). The set time lines must involve and reflect these so all associated materials are ready concurrently around all markets. Communication levels must be string between all the responsible departments to make success as soon as possible.

As the ‘Account-based-marketing’ process and its success stories continue to add-up, various international marketers are investing time in making shift  from just talking about it and implementing it into their sales and overall marketing strategies. According to the recent e-book named “ABM is a Team Sport” , it has been identified that how this method of marketing and approach is been helpful for various B2B marketing process globally for different sized organization from varied industries. It has been proved that from promotion to events, implementation of this approach has proven to not only develop alignment among marketing and sales, but also to fill many strategies lacks, enable the delivery of more structured, focused outreach as well as to develop effectivity in terms of both money and time invested.

While the inner benefits of an ABM strategy could involve everything from greater team management to an overall effectivity development, the external benefits lie in the possible to increase a more personal engagement with the target accounts and market. With this in mind, it is not impossible to face the impact that a successful ABM strategy could have on a comprehensive and personalized experience for the marketing event attendees. All these approaches should be in line while cresting and managing a global entry marketing plan in Emirates NBD UAE. All these information is helpful in targeting the challenges related to global expansion and how these challenges could be mitigated with effective strategies afterwards.

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