The Internationalisation of Allied Irish Banks

The Internationalization of Allied Irish Banks

2007

The Internationalization of Allied Irish Banks

Introduction

In business , retail and corporate market need different treatment since they possess different characteristics and needs . The situation suggests that corporations deal with consumers or corporate segment or both must develop particular strategy to cope with each segment . For example direct marketing is common to approach corporate customers

According to Philip Kotler (2000 , direct marketing is an interactive marketing system that uses one or more promotional tool to result respond or sales that can be

measured within a certain area . The increasing demands of particular products have changed the face of today 's marketing . Evolution from traditional marketing to e-marketing is a simple illustration of how vast marketing can grow . Customers are more critical and demanding and expectations are no longer easy to meet .In this highly developed environment , Corporations must use all available creativity and all available resources to be able to gain customer 's trust and loyalty . Designing marketing plans are no longer an easy task even for marketers especially when dealing with international market where culture , language , foreign exchange may be serious challenges

Concerning the international market strategies , this will develop a report based on the analysis of Allied Irish Banks . The report will evaluate the internationalization strategy of Allied Irish Banks in the light of plausible developments in the general environment

In addition , this report will also develop a particular reference to matching organizational capabilities to future international market growth opportunities in which it attempts to match Allied Irish Banks characteristics and market opportunities to further expand its services .Analysis

Globalization is an international phenomenon that affects most of us Several decades ago , globalization and the internationalization of business activities have seemed to be unstoppable . This view is no longer dominant in today 's business atmosphere . Companies , both multinationals or locals , are starting to look beyond the euphoria of globalization and its popularity . They believe that the best policy is the one that accounts for both internationalization and localization of business . New internationalization strategies are required to maintain the growth level of global businesses . In this , I am examining the case of Allied Irish Banks and elaborating its internationalization strategies in the midst of changing global environment

The General Business Strategy of AIB

The Allied Irish Banks is discovered as a method of facing the challenges of the environment . In the middle of the 20th century Ireland was changing so rapidly that the only way to face the challenges brought by a fragmented banking industry is to perform a merger between three distinctive banks . Furthermore , these significantly different banks with different strategies and backgrounds were merged to gain opportunities provided by the increasingly globalized industry

The strategy of merging to generate a better and stronger combined company is one of the most notable business strategies of the AIB . In the midst of changing business environment in Ireland , this strategy is used for further development of the bank . The increasingly fragmented...