Strategic Supply Chain Management practices of National Bank of Abu Dhabi
Group Project Instructions:
1. Project Description
In the course (BUS 4553) you have to:
Form a group (maximum 4 students in each group).
Select a company of your choice which is operating in the UAE.
2. Basics of the Plan (Project output):
A. Title page
The Title can be something like: “Strategic Supply Chain Management practices of _______ .”
This should be a separate page. You can include a photograph or logo or something here.
In the beginning of the project you should detail each team member’s contribution to the project. Each student will be
assessed according to their individual contribution as well as the group’s contribution.
The assessment counts 25%. The group mark will contribute 15% and each individual’s contribution will count 10% to
his mark.
The plan or proposal will also be assessed during a Question & Answer session about project output.
B. Table of contents
The Table of Contents must indicate the headings in the project as well as the page numbers. The Table of Contents must also be on
a separate page.
C. Basic guidelines for the project:
– Use numbered headings and paragraphs. This will make referrals easier and will make references to the Table of Contents easier.
– The project should be typed at 1½ spacing. The Font size should be 12. You can use any Font as long as it is easily to read and
not too big. Margins must be 1” all around the page.
– Page layout should be portrait. I have presented this document in landscape to fit in the Tables at the end of the document.
– The number of pages guideline for the project is approximately 15-20 pages.
– You must quote and include your references. Also include a list of references at the back of your project. (This is very important.)
– You MUST submit a declaration to state that it is your own work.
D. Structure of the project
Here is a basic structure for the project. Notice how I have given structure to the headings. I have numbered them and I have used:
– CAPS and BOLD for the main headings
– Bold, for the subheadings
Solution
Introduction
In a given country, there are different kinds of companies that deal with various activities.
Additionally, the different companies provide their products and services with the aim of
achieving a targeted profit. In the United Arab Emirates, it is evident that various forms of
companies are established, and all have different kinds of products and services. Among the
different types of organizations include the Airline businesses and the banking companies. It is
evident that the different industries have various enterprises that give each other competition;
consequently, the companies develop different ways in which they would use so as to be
maintained in the competitive market. Companies employ various strategies that would help
them in attaining a large number of customers, among them being the Strategic Supply Chain
Management practices. Strategic Supply Chain Management practices entail the activities
that assist in the management of products and services in a given company ranging from the
process of manufacturing to the way in which the products are supplied. It is important that
companies have adequate supply management practices that would help in maintain them in the
competitive market. In this essay, the concentration would be on the banking sector of the United
Arab Emirates. In particular, the essay will concentrate on the National Bank of Abu Dhabi and
would analyze different factors regarding the Strategic Supply Chain Management practices
2.SUPPLY CHAIN MANAGEMENT AND COMPETITIVE STRATEGY
Background Information of the National Bank of Abu Dhabi
In the United Arabs Emirates, there are many banks that all deal with the issue of
financial activities. However, it is evident that in a given industry, there is a particular company
that is distinct from the various established companies. National Bank of Abu Dhabi is marked to
be among the largest bank in the United Arab Emirates. National Bank of Abu Dhabi was
founded and established in the year 1968, and this was in the United Arab Emirates, in particular,
Abu Dhabi. As other industries or companies, the National Bank of Abu Dhabi has different
branches that are located in various places in the United Arab Emirates. In approximate, the
NATIONAL BANK OF ABU DHABI
National Bank of Abu Dhabi has 80 branches, located in the various places in the United Arab
Emirates.
Companies are set up so that they can provide products and services to their customers,
and as the primary role, the National Bank of Abu Dhabi is marked as one the largest banks that
provide banking services to different clients. In the banking sector, there are ways in which they
provide their services in that more customers would be attracted, and the present ones are
maintained. In this case, use of ATMs is one of the methods that banks improvise their services.
National Bank of Abu Dhabi as a large number of ATMs that are defined to be more than
260.The different ATMs provide services to the various customers in the different locations on a
24 hours basis. Moreover, the National Bank of Abu Dhabi provides banking services on the
online aspects and supports their customers on a 24 hours basis through their particular call
center. It employs people from different nationalities and as been identified to be from 80
nationalities (National Bank of Abu Dhabi, 2016).Besides being in the United Arab Emirates,
the National Bank of Abu Dhabi has branches in other parts of the world including the United
States and Paris. Additionally, in the Gulf region, the National Bank of Abu Dhabi has branches
such as in Kuwait and Oman (FAQs, 2016).
Description of the objectives of the National Bank of Abu Dhabi
Different companies are set up due to various reason and purposes. Besides the primary
goal of the various companies being attaining a given profit, there are other reasons as to why a
particular company is established. Additionally, the objective of a particular company determines
the ways in which the company would operate, distinct from other companies in the same line of
production. In the banking sector in the United Arab Emirates, there are diverse companies
providing the banking services. However, the National Bank of Abu Dhabi, has its major
objectives. Objectives of the National Bank of Abu Dhabi goes in line with the need of its
particular targeted customers. The National Bank of Abu Dhabi is determined to be accessible to
its customers on a 24 hours basis. This falls under its objectives in that it establishes ways of
getting their customers in which there is also the introduction of different means including the
ATMs.
NATIONAL BANK OF ABU DHABI
Understanding their customer’s needs is another objective of the National Bank of Abu
Dhabi. In this case, the company tries its level best to communicate to their clients and get the
different views from them concerning their services. As a result, the bank would improve on the
aspects that their clients note that they need to be developed. Working as a team is also an
objective of the National Bank of Abu Dhabi. Teamwork is seen as a way in which personnel’s
within a given company would be able to communicate with each other concerning different
issues. Consequently, areas that need rectification are identified and changed effectively.
Additionally, the National Bank of Abu Dhabi objects to ensure that people see them identifying
and recognizing them as the assets of the company. Therefore, the company carries out its
activities with the effective aim of ensuring that they value their customers. Moreover, being
recognized as the best bank in the Arab forms the basis of its objectives, in this case, the bank
would operate in a way that it outweighs the operations of other banks in the Arab countries.
Compilation and drawing of a supply chain for National Bank of Abu Dhabi
Companies have different ways in which they carry out their activities so that they can be
effective to their respective customers. Supply chain management is an important aspect as this
enables the different companies to determine the ways in which the different operation or
activities would be done. In the supply chain, different entities are involved in that there are
various activities carried out by the stakeholders or personnel for the effective provision of
products and services. In this case, the different entities included entails and not limited to the
suppliers, and the logistics. As a company, there are entities that are involved in the provision of
information from the customers, thus using it to ensure that they can provide their products and
services in an effective way. As information is brought to the company, there are ways or
channels used to give the information to the different personnel’s or entities within the company.
In this case, when information is brought to the National Bank of Abu Dhabi, it is the role of the
manager in the information sector to give out the information.
On the other hand, there is the issue concerning the flow of products and services in a
given company. In the National Bank of Abu Dhabi, the major product or service concerns the
financial services that are offered. Moreover, issuing of loans and other facilities can be termed
as being the form of the products that the bank offers. Some services including and not limited to
the issue of loans is noted to be a great concern to the National Bank of Abu Dhabi, as messing
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up with the finances might interrupt wit the operations of the bank. In this case, the finances are
approved before any transaction is completed.
Drawing
Order management fulfillment accounts /finance department
Approval of finances
National Bank of Abu Dhabi consumer
Supplier customer relationsip management logistic
Customer analysis
3.CUSTOMER FULFILLMENT AND SUPPLY CHAIN PROCESSES
Strategies used by the firm
Competitive strategies within a given industry are important as they help in maintaining
the business in the market. The National Bank of Abu Dhabi uses a combination of
differentiation and focus strategies in its operations (UAE – The Official Web Site – News,
2016). The company believes that people, planet, and profits are the main foundations of their
sustainability. Its success is based on the entities that form the company at large. Concerning
differentiation, the company has distinct activities that differentiate it with other companies in
the same industry. The company is involved in activities that are also outside its operations, for
instance, the issue of the environment. On the other hand, there is the focus strategy that the
National Bank of Abu Dhabi uses. In this case, the company ensures that it divides its activities
regarding the materials that it needs to work on. For instance, the company may decide to deal
with the issues affecting their customers or the employees. Therefore, it is important that the
different companies have a definite way in which they would be able to maintain their stability
within the market.
Creation of Value for Its Customers
NATIONAL BANK OF ABU DHABI
The primary foundation of the operations of any company is the customers of the given
products and services. Therefore, it is significant that the value of the customers is maintained so
as to be stable in the competitive market within an individual industry. Concerning the issue of
creation of customer value, there are diverse factors that need to be put into consideration.
Among the factors include the issue of quality, cost, flexibility, delivery, and innovation.
Concerning quality, the National Bank of Abu Dhabi, ensures that they provide quality
products and services to their customers. Quality goods and services, in this case, factors in
matters dealing with how they serve their customers while maintaining their value. The National
Bank of Abu Dhabi recognizes the customers as people who form the foundation of the
company; thus, they maintain positive relationship with them (The Report: Dubai, 2014,p.82).
The cost of products is also a factor that the National Bank of Abu Dhabi puts into
consideration. In this case the services such as lending of loans are provided at low-interest rates,
thus favor customers of any level. Flexibility is the other aspect, and the bank at hand ensures
that it is as flexible services in that they provide the services at different areas and in different
ways. Flexibility factor works in conjunction with the flexibility of the workers who can work at
an extended time while providing customers with their services. Moreover, delivery of services
by the bank is at 24 hours, thus, the National Bank of Abu Dhabi ensures that their customers can
access their services at any given time.
Innovation in any given company is an important aspect as it creates changes that would
enhance the operations of the company. The National Bank of Abu Dhabi has different forms of
innovations that are implemented in its operations. To strengthen its operations, NBAD fuses
with Misys Loan IQ concerning the lending operations (The Report: Dubai, 2008,p.51).
. Lending operations are made effective and easily accessible when the Bank works in
conjunction with another fraternity. Moreover, the National Bank of Abu Dhabi was able to form
a collaboration with Fujitsu, and it was able to implement the art of information technology in its
operations. IT facilitates the creation of customer’s value as it deals with the challenges that may
arise including and not limited to changes in the business sector.
Supplier selection process
NATIONAL BANK OF ABU DHABI
In any given company, suppliers play a vital role in ensuring that the operations of the
given company are efficiently carried out. It is the responsibility of the chosen suppliers to
provide the products and services that will compliment the need of a particular company. In this
sense, it is evident that not everyone can be a supplier of a certain company as there are different
aspects that a company considers. Therefore, different companies have different ways in which
they choose their suppliers. In the National Bank of Abu Dhabi, selection of the suppliers
involves various steps. In fact, the bank supports the local suppliers as this would create job
opportunities for people who are within the Emirates. A person identified as being registered as a
UAE, and wants to be the supplier of the National Bank of Abu Dhabi, is preferable. Suppliers
for the bank are involved in the provision of products such as the stationery.
Supplier’s selection process involves the registration process that would ensure that the
supplier involved in the delivery of products is reliable. In the registration process, different
aspects are verified, which include a screening of the prospective supplier regarding various
factors including legal factors concerning labour. Suppliers would be involved in different
activities tat would also need other individuals to assist them. Therefore, the supplier may need
labor force, and thus, verification may include seeing whether the intended supplier have ever
violated labor laws. Among the different labor laws that a supplier can break include that of child
labor. When the supplier is fully vetted and identified with no harmful activities, the supplier is
registered as being among the providers of the bank. It is important that suppliers follow all the
regulations stipulated by law ( Publications,2015 p.180).
4.STRATEGIC SUPPLY PERFORMANCE MEASUREMENT
Sourcing, operations, and logistics processes on assets, productivity, cost, and customer
service
In any given company, it is important to have an appropriate way in which various
aspects would be measured. Measuring of the variables within a particular company is essential
as it helps in maintaining a smooth flow of operations. Sourcing is the process by which different
companies’ get their personnel’s as well as the raw materials that would be used in a given
company. Therefore, it is important that measuring of the sourced entities to be done, to avoid
loss of finances while carrying out the process. In the National Bank of Abu Dhabi, sourcing is
NATIONAL BANK OF ABU DHABI
an activity that takes place on a continuous basis. In this case, the company sets certain metrics
that it uses to determine the success of the sourcing business. Procurement department in the
company deals with the measuring of the sourcing, and it determines the cost incurred during
sourcing. The lesser the cost incurred in sourcing as compared to the input, the more beneficial
the sourcing was. Moreover, sourcing is measured concerning the costs of the products that are
sourced. Procurement department calculates the actual costs of the products that the company
needs, and this would ensure that any supplier who makes the bids would make it at a fair price.
Fair prices will avoid loss of finances of the company.
Logistics processes on assets and operations are the other aspects that a business should
put into consideration. In this case, there are various activities carried out in companies, thus, for
them to use an appropriate amount of funds, it is important they are measured. Some activities in
a corporation may be expensive than other. However, it is the mandate of the enterprise to ensure
that no misuse of funds in the company is experienced. Te National Bank of Abu Dhabi
measures the operations using the costs incurred in any given operations. The operational cost
should be less in any activity. On the other hand, logistic processes on assets of the company are
measured regarding the productivity of a given asset. Logistic cost may at the higher end, but the
logistic process on asset regarding the productivity should be higher.
In this case, an asset can be used to produce a certain amount of money, and this can be
measured concerning the amount of time that the asset is used. For instance, in the bank, an
individual teller machine is expected to be utilized in a given period, and to have in the product
line generated a given amount of money. In case the machine creates problems during a given
period, this would be termed as being less productive. In fact, this is in line with the measuring
of productivity of various entities within the company. Additionally, productivity can be
measured concerning the benefit that a given company attains after a particular task is carried
out. Input cost should be less than the output cost so as to calculate the benefit of a given
activity. Moreover, customer service is measured in this particular bank, through conduction of
analysis by making calls to the customers and inquiry on how the services offered by the bank
are benefiting them.
Supply chain measures for customer satisfaction in the National Bank of Abu Dhabi
NATIONAL BANK OF ABU DHABI
Satisfaction of customers is the primary foundation of the success of any company.
Therefore, it is important that companies find ways in which they would satisfy their customers.
Customers’ satisfaction is described as the measure of the effectiveness of the supply chain. The
National Bank of Abu Dhabi has customers from all over the world. However, it is the mandate
of the bank to keep track of the ways in which its services would satisfy their customers. The
National Bank of Abu Dhabi is among the different companies that exist in the banking industry
in the UAE. Therefore, challenges regarding customer satisfaction arise as there are other banks
in the Emirates. In other words, it means that companies should ensure that they become
distinctive in the provision of their services so as to satisfy customers. Aspects such as
differentiation of products, and being loyal to the customers are among the measures in the
supply chain for customers’ satisfaction. A company should differentiate its products from the
other by providing different products offered by other related companies so that it have more
customers (Tompkins & Harmelink, 2004,p12). Additionally, this would ensure that the given
company remains in the competitive market. The National Bank of Abu Dhabi ensures that it
differentiates its products and services, thus remaining stable in the market. Moreover, the
company ensures that it values its customers besides where they originate.
Being distinctive in a supply chain helps a company in attaining more profit. The
National Bank of Abu Dhabi is marked as being among the companies that earn more profit in
every year. Customer satisfaction measure on a supply chain is also determined by the number of
customers that a given company has. When most people choose a given company, the company
is noted to have satisfied the needs of the customers.
5.CORE COMPETENCIES AND SUPPLY CHAIN RELATIONSHIPS
Core competencies of the company
Companies tend to have aspects that give them an added advantage in their operations.
Characteristics of a given company and the nature in which it is founded form a basic way in
which a company will render its services to the customers. The National Bank of Abu Dhabi is
among the banking entities that have definite strengths that allow them to be rated in the front
line. In this case, there are some competencies that the National Bank of Abu Dhabi has. Among
them include having a strong and larger lending network (National Bank of Abu Dhabi, 2016).
NATIONAL BANK OF ABU DHABI
In the banking sector, there are activities within the bank that pose a great opportunity for the
bank in succeeding in its operations. Lending of money from the financial institutions helps the
given institution to have a better chance of competing with other banks. It is evident that lending
of money involves earning from interests, and the more the lending transactions, the higher the
stability of the bank in the market. National Bank of Abu Dhabi is marked as the largest bank in
the Emirate of Abu Dhabi dealing with the lending transactions. Additionally, in the United Arab
Emirates, the company is seen as the second largest lender.
The other competence is that of being the United Arab Emirates that has the largest
market capitalization (National Bank of Abu Dhabi | NBAD | Company Overview, 2016).
Capitalization makes a company can stand strong even in times of stiff and competitive
situations in the market. Having the largest capitalization, the National Bank of Abu Dhabi
remains competitive in the market and when compared with other banking institutions, the
National Bank of Abu Dhabi is more stable.
A competent company has an ability to support other companies while carrying out their
activities though they also get promotion in the process. The National Bank of Abu Dhabi
involves itself in brand promotion, for instance, the Abu Dhabi Grand Prix (UAE Today, 2016).
The National Bank of Abu Dhabi gave the company with the brand a sponsorship wile it was
advertising its products. However, it is evident that when the bank is supporting a particular
promotion, itself also gets a chance of being promoted.
The National Bank of Abu Dhabi has largely expanded, thus it have a strong distribution
network. Expansion of the bank is seen due to the presence more branches being established
which are more that 120 including the cash offices. Additionally, across the United Arab
Emirates, there are more than 500 ATMs which serve different customers. In this particular
point, the company remains on the market and is stable enough to ensure that it competes wit
other banks.
The other competence is that the National Bank of Abu Dhabi has considerable ratings of
credits. In comparison with other banks in the UAE, the National Bank of Abu Dhabi provides
its loans with fair interest rates. As people prefer financial institutions with fewer interest loans,
the bank gets more profit as well as customers at a high rate compared to other banks.
NATIONAL BANK OF ABU DHABI
Main practices that company is adopting
Companies can not operate alone; rather they have other members who fall under the
supply chain. The National Bank of Abu Dhabi also has other members of the supply chain plays
a vital role in ensuring that the company works to attain its goal. Transparency is among the
practices that the National Bank of Abu Dhabi is adopting so as to maintain a good relationship
with others in the supply chain. Transparency means that any activity carried out on the supply
chain is made aware of the various entities within the chain. Since there are goals that a company
would need to achieve, with the help of other members of the chain, it is significant that
transparency is established.
On the other hand, the National Bank of Abu Dhabi is joining organizations that
safeguard activities of organizations or companies. Among the organizations that the National
Bank of Abu Dhabi has joined is that of Abu Dhabi Sustainability group, that focuses on aspects
that would help companies to relate positively with other members of the supply chain. The
respective group also helps the different companies in achieving their goals as they stipulate
ways in which the goals can effectively be achieved. Moreover, the formation of a partnership
with members of the supply chain also poses a great way in which the National Bank of Abu
Dhabi is building a positive relationship with members of the supply chain. Parternersip with
other companies is a strategy that the company is adopting so that its sustainability can be
mainatained (Sustainability, 2016).
6.CONCLUSIONS AND FINAL INPUTS CONCERNING THE PROJECT
Fulfilling customers’ needs
Fulfilling customers’ needs is an essential aspect of any given company (Agarwal,
et.al.2009).When customer’s needs are satisfied, the particular company has high chances of
attracting more customers and retaining the customers that they already have. The National Bank
of Abu Dhabi is seen to have articulate ways in which it offers its services to the different
customers all over the world. The National Bank of Abu Dhabi uses strategies such as
improvising their operations so that they can fulfill the needs of the customers, as that is major
aim of the company. Among the strategies include the innovation programs that would enhance
NATIONAL BANK OF ABU DHABI
fast operations in the bank. Additionally, the bank ensures that customers can easily access their
services through various channels including the online banking services. Technological devices
are also playing an essential role in the implementation of the services of the National Bank of
Abu Dhabi, thus fulfilling the needs of the larger group of customers.
Besides the National Bank of Abu Dhabi applying the techniques making the access of
their services easy, it is important that they improve on some aspects, or integrate some factors in
their services. The National Bank of Abu Dhabi focuses much on the ways in which the bank
would fulfill the needs of the customers using the technological devices. However, the company
does not put into consideration the aspect of that there could be other people far from the
technological devices. It is vital that other and easily accessible ways to their services be created
so that the illiterate may be considered.
Supply chain processes
Supply chain process in any given company should be implemented in a way that every
stakeholder would benefit(Seuring, et. al.2008). In this case, the National Bank of Abu Dhabi
uses specific strategies to ensure that their services reach the public. Differentiation and focus
strategy are the main strategies that the company at hand uses. Moreover, the National Bank of
Abu Dhabi uses strategic ways of ensuring that they create value for their customers. Among the
strategies include the uses of reduced cost of their products and provision of quality products and
services. The other aspect of the supply chain processes is the issue of how the National Bank of
Abu Dhabi selects its suppliers. As noted, the company only vets the supplier based on aspects of
the issues the prospective supplier being involved in the violation of laws.
From the analysis of the project, it is evident that there are some aspects that the company
needs to improve on. In particular, the concern about the selection of the supplier needs to be
improvised. Using the local people as the major people who can act as the suppliers is important,
though; people from other regions should be used as vendors. Suppliers from different regions
would provide the company with prices of various products and services for the different areas.
Consequently, the company may have a preferable choice of suppliers, who will paly a viatl role
in ensuring that the company does not lack the products required.
Strategic supply chain performance measurement practices
NATIONAL BANK OF ABU DHABI
For a corporation to have an efficient form of operation, a measure of aspects creating the
organization is essential. In this case, the National Bank of Abu Dhabi measures aspects such as
productivity and cost. Metrics are generated to ensure that the aspects are measured in an
appropriate way. For instance, while measuring productivity, the primary metrics used are the
costs incurred while carrying out a given task versus the output or the benefit achieved from the
activity. Measuring of entities within an organization facilitates profitable outcome in a
company. Ways in which the National Bank of Abu Dhabi uses in measuring its aspects are
appropriate.
On the other hand, there is the supply chain measure of the customers’ satisfaction in
which the National Bank of Abu Dhabi uses quality among other aspects. The National Bank of
Abu Dhabi should integrate other aspects in measuring customers’ satisfaction including the use
of promotion activities, promotion of its products and not necessarily using other brands can help
the company in gauging the satisfaction of their customers. Promotion should be encouraged in
the different locations of the bank in the entire world. In fact, when customers are not satisfied
with one particular country, this would affect the success of the whole company.
Core competencies and supply chain relationship management
The National Bank of Abu Dhabi has definite core competencies that have enabled it to
remain stable in the competitive banking industry in the Emirates. From the analysis, the major
strength of the company is that it is identified as the largest bank in the United Arab Emirates.
Therefore, the much fame that the company has makes it have added an advantage in the market.
Moreover, the company offers loans that have fewer interest loans, thus, a large number of
people have turned to their services and products. To ensure that the National Bank of Abu
Dhabi is maintained in the supply chain and relates well to its members, the company joins
organizations that would support it and other banks in being competitive. Consequently, the
National Bank of Abu Dhabi improves on the strategies it uses for it to retain its position.
However, though the National Bank of Abu Dhabi remains stable in the United Arab
Emirates, it is advisable that it instills other strategies that would help it to stay at the top. When
a company is at the top level, other companies tend to follow its steps so as to catch up with the
other. For the National Bank of Abu Dhabi to avoid the challenges that it would experience,
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including stiff competition, it is recommended that the National Bank of Abu Dhabi improvises
other strategies that would make it remain on the top level.
NATIONAL BANK OF ABU DHABI
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