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Executive summary

Nowadays, as the rapid economic development, every enterprise must take actions to adapt the changing environment, so a strategy is important to an enterprise. How to make a strategy and put it into reality is the key point to achieve success. Here, we can learn more about OCBC Bank deeply by scanning the vision, mission, goal, and a series of other situations about the firm, meanwhile, we use PESTLE and SWOT methods to analyse the environment, advantages and disadvantages of the firm to find the potential problems and to give some useful recommendations.

1. Introduction

OCBC Bank (Singapore) is an established local bank with the longest year in Singapore, whose age can be traced as far back as 1912. Now, OCBC becomes the second largest financial services group in Southeast Asia by assets of $278 billion and is one of the most highly-rated banks of the world, with an Aa1 rating from Moody's. It is also ranked by Bloomberg Markets as the strongest bank of the world.

2. Situational Analysis 
VISION
The vision of OCBC is “to be the first choice bank of customers with world-class standards recognized for its caring and trustworthiness” (PT Bank OCBC NISP Tbk Financial Performance – First Quarter 2010). It embodies the faith and the idea of the mangers and employees of OCBC that the customer is supreme.
MISSION
The mission of OCBC bank is “to be a world-class financial institution in the Asia Pacific with particular focus on Singapore, Malaysia and Greater China” (ODBC annual report2011). It expounds the nature and the scope of business activities of the enterprise, and its final target.
Goal
The goal of OCBC is “We help individuals and businesses across communities achieve their aspirations by providing innovative financial services that meet their needs” (The official website). It tells what the customer group is, what ability OCBC has own, and what should they do.
Characteristics
From the official website, it tells the introduction of the OCBC, and we can learn about some characteristics of OCBC are as follows:
◆ OCBC takes people, include their shareholders, customers, employees as the foremost. OCBC and can meet the needs of the most customers, who can bring interest to them to achieve the promise of the shareholders.
◆ OCBC owns large business scope and market share, which makes it become one of the leaders in the industry and more influential and useful to the nation economy.
◆ OCBC focus on innovation, which combines it with the market and the customers to make more profits, and make it to have eternal youth and more competitive power.
Customer oriented
Mentioned above, OCBC takes customers as the foremost, also, the concept of customers is one of its values, which means, OCBC prefers to listen to their customers and understand their needs, as well as build enduring relationships with the customers by delivering superior products and quality service, which has become the way OCBC use to gain a sustainable competitive advantage.
In a word, OCBC devotes to meet the needs of customers, based on the sense of customer-oriented.
Core competencies/key success factors
It isn’t hard to find the answers what are the key factors for OCBC to make success. It i本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。