This paper illustrates that The Royal Bank of Scotland aims to be at the top tier position in the desired target market which it’ s wide geographical locations and liquidity to support the needs of the client globally. Therefore the mission of RBS is to provide a world-class financing, transaction services, and risk management, along with liquidity towards corporate, financial institutions, clients of public sectors and sovereigns. RBS helps the client to access the market across the globe and grab the potential opportunity to build a better tomorrow. The vision of RBS is to get recognized as a market leader in wholesale banking in each of its market and product areas.
The bank builds a sustainable partnership with its client by combing the local knowledge along with global expertise in order to meet the needs of the respective clients. Every employee that works for RBS undergoes a responsibility to conduct things in the right way and the following statement of RBS helps it to understand its clients and customers in a better way. RBS tries to understand its customers and treat them in a fairly manner and the banks makes sure that the product offers “ value for money” to its target customers; RBS values its people and conducts business in a sustainable manner in order to protect the reputation of the Bank, operates in a secure environment, manages the risk and finances.
Political factors: The political factors of UK are stable and support the international banking and financial service industry to a very large extent. Given the global nature of the financial firms, the UK government has implemented new financial regulations which should not duplicate the existing guideline of the foreign organizations.
Economical factors: At a global context, economic environment tends to make the banking industry challenging as business and confidence among the customers has not been restored as uncertainty and market volatility continues to form as a brake on some of the major investment decisions. Social factors: Since social factors play an important role in the development of banks it is necessary that financial institutions try to win the heart of customers and maintain a positive reputation.
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