Sunderland Business School

PGBM16

Global Corporate Strategy

- On Campus, Term Two, 2015-16

Individual Assessment

Case Study: Lloyds Banking Group:

Becoming the Best Bank in the Global
Financial Services Industry
(http://www.lloydsbankinggroup.com/Investors/financial-performance/lloyds-bankinggroup/)

Module Leader: Dr. Augustus Osseo-Asare

Module Tutor: ? ? ?
Submission Date: Friday, 17 June 2016
Word Count: 3,000 (maximum) words
Introduction:
This individual assignment will be assessed by means of a 3,000 (maximum) word report. The
assignment has been designed to allow you to develop and use your knowledge and skills in

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understanding key strategic issues relating to the Global Financial Services Industry. You will be
required to apply the strategic concepts and analytical techniques studied in this module. All the
learning outcomes below will be assessed:
1.

Demonstrate critical understanding and application of relevant theories associated with global
corporate policies and strategies.

2.

Understand the holistic nature of strategy and apply analytical techniques to solve complex
problems in real life organizations.

3.

Demonstrate knowledge of the strategic decision making process through critical analysis of how
strategic decision making enables an organisation to relate to its global business environment.

4.

Critically evaluate and monitor the business mission, objectives and policies of international
organisations.

5.

Use critical reflective skills to reflect on the impact of their understanding on the problem solving
process.

The assignment will be internally moderated by: John Dixon-Dawson

Please note:
1.

All work must adhere to the University regulations on Cheating, Collusion and Plagiarism
which are provided as an Appendix in your Programme Handbook. You are encouraged to use
Harvard Referencing Style and avoid Plagiarism.

2.

An electronic copy of the assignment in pdf format or Microsoft Word file must be submitted
online on or before the appointed date. Please include a Turnitin Report.

3.

Issue Date: 09 March 2016

4.

Submission Date: Friday, 17 June 2016

Task
Your task is to carry out a critical analysis and evaluation of the strategies adopted by global financial
service providers, using the information provided and other materials researched. You will be expected
to select and apply appropriate theories, techniques and models studied during the module whilst
having regard to the practical aspects of strategy development.
Your assignment should be presented in a business report format and should be within the range 3,000
(maximum) words (excluding executive summary/abstract, references and relevant appendices). The
report should include a title page and abstract and be fully and consistently referenced, using Harvard
Referencing style. The title page should be clearly labelled with your name, your course and the name
of the case study.
It is recommended that you research information additional to the case study to support your
arguments. This may be obtained from a diverse range of sources and you are encouraged to research
the issues in whichever way you deem appropriate.

Assessment Criteria
In the event of failing this individual assignment, normal referral / deferral procedures will apply. This
assignment carries a weighting of 100%. The assessment will focus on the level of ANALYSIS carried
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2015-16

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out. That is, the application of THEORETICAL CONCEPTS studied in the module to the practical
case study presented. In other words, you should proceed beyond a DESCRIPTION of the company
and its actions. You should be analysing why rather then describing what. The assignment will be
assessed and moderated by two members of staff in accordance with the marks allocated to each of the
questions detailed below. 10% of the marks are set aside for the presentation criteria.
Academic Rigour

your ability to isolate the key strategic issues

the coherence and depth of the analysis of those issues

the ability to analyse the strategy context within which companies operates

the ability to critically review and evaluate strategic decisions made by companies

Methodology

the use of relevant evidence, from material provided and personal research to support any
statements made

the appropriateness of the methods used and theoretical models and frameworks applied

the breadth and depth of research undertaken

Evaluation of data

the ability to make sound recommendations or conclusions arising from the analysis

the soundness of arguments put forward

Presentation

the summary of arguments

report layout and format

use of illustrative material and evidence to support arguments

the appropriateness of length

the quantity and accuracy of referencing

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University of Sunderland: Sunderland Business School

The Global Financial Services Industry:

Lloyds Banking Group is a leading provider of financial services to individual and business customers in the UK. Its main
business activities are retail and commercial banking, general insurance, and long-term savings, protection and investment.
It provides services under a number of well recognised brands including Lloyds Bank, Halifax, Bank of Scotland and
Scottish Widows and through a range of distribution channels including the largest branch network in the UK and a
comprehensive digital proposition. The Group is quoted on the London Stock Exchange and the New York Stock Exchange
and is one of the largest companies in the FTSE 100 index of leading UK companies.
(http://www.lloydsbankinggroup.com/our-group/)

Read the 2014 Annual Report of Lloyd Banking Group entitled Becoming the best bank for
customers available online [http://www.lloydsbankinggroup.com/Investors/financialperformance/lloyds-banking-group/], and carry out appropriate analyses of the global corporate
strategies adopted by Lloyds Banking Group and other leading financial service providers such as
Barclays (UK), Citigroup (USA), ICBC (China) and Standard Chartered (UK), answer the questions
below. You are encouraged to use relevant data/information from company websites.

Question One: Firms competitiveness in the global financial services industry

Using information from the 2014 Annual Report of Lloyds Banking Group, relevant data/information
from Citigroup and ICBC company websites (http://www.citigroup.com/citi/ ;
http://www.icbc.com.cn/icbc/sy/default.htm ), critically evaluate the nature of the global financial
services industry competition facing the Lloyds Banking Group.
[20 % marks]

Question Two: Strategic alliances, M&As and global competitiveness

Using relevant literature, carry out a critical assessment of the terms strategic alliances (SAs) and
mergers and acquisitions (M&As) in the context of Lloyds ambition to become the best bank for
customers in the insurance, customer finance, retail and commercial banking markets. In your opinion
is Lloyds business model fit for purpose in a fast and dynamic 21st Century global business
environment? And why?
[30 % marks]

Question Three: Corporate governance, CSR, leadership and competitiveness

Doing business fairly and responsibly is the best way to rebuild trust with Britains households,
businesses and communities. It also rebuilds our colleagues pride in our Group. Our business model
puts customers at the heart; based on traditional attributes such as prudence and a long-term view,
whilst making the most of emerging digital channels. The best of the past combined with the best of the
present and the future. Lord Blackwell, Chairman of Lloyds Banking Group (Lloyds Bank, 2014, page
8).
Using your understanding of corporate governance, corporate social responsibility (CSR) and relevant
management and leadership concepts, critique the above statement and evaluate the ability of Lloyds
Chairman and senior management team to make Lloyds the best bank for all stakeholders.
[30 % marks]

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Question Four: Personal reflections on learning

In 350-400 words reflect on the impact of this assessment on your understanding of the Global
Financial services industry competition, highlighting the key role of strategic alliances and corporate
leadership in sustaining growth through responsible banking.
[10 % marks]

Note: 10% marks is allocated for overall presentation

Suggested Reading:
De Wit, B. and Meyer, R. (2014) Strategy, An International Perspective, 5th Edition, Cengage Learning.
De Wit, B. and Meyer, R. (2010) Strategy Process, Content, and Context International Perspective, 4th
Edition, Cengage Learning.
Johnson, G., Scholes, K. and Whittington, R. (2005) Exploring Corporate Strategy: Text and Cases, 7th
Edition, Financial Times Prentice Hall.
Lynch, R. (2006) Corporate Strategy, Fourth Edition, Financial Times Prentice Hall.
Mintzberg, H., Ahlstrand, B. and Lampel, J. (1998) Strategy Safari, Financial Times Prentice Hall
Websites & PDF documents:
http://www.lloydsbankinggroup.com/our-group/ Llyods Banking Group, UK
http://www.citigroup.com/citi/ Citigroup, USA
http://www.icbc.com.cn/ ICBC, China
www.economist.com The Economist
www.ft.com The Financial Times

PGBM16 On Campus

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