Barclays 2011 Annual Report Download - page 12

Our strategy and business model
Barclays moves, lends, invests and protects
money for customers and clients worldwide.
Business model Customers
Our purpose:
To help individuals, institutions and economies
progress and grow
Store and
transfer
money /
payments
Manage
and invest
money
Offer financial
advice and
other services
Provide
access to
loans and
liquidity
Manage risks
and different
maturities
Make
markets
and trade
Our vision:
One of the premier globally integrated universal
banks providing superior benefits to each of
our stakeholders (customers, shareholders,
colleagues, and communities)
Integrated universal banking model
Diversification by business, geography, client and funding
Relentless customer and client focus
Our execution:
Execute our strategy focusing on four priorities
(capital, funding and liquidity, returns, income
growth, and citizenship)
Operational Excellence
Deliver cost effective,
high quality solutions for
customers, particularly those
with global and complex
needs
Risk Management
Increase resilience by
matching, balancing, and
diversifying income and
funding and in managing
our risks
Financial Discipline
Allocate capital efficiently
across our businesses to
maximise returns
Create value for shareholders and deliver a top quartile Total Shareholder Return
Shareholders
The ultimate objective of our strategy is to create and deliver long-term
sustainable shareholder value. We fulfil our purpose by delivering the
fundamental functions of a bank to our customers. We do this through
an integrated universal banking model which we believe is the best
model through which to build strong and stable relationships with our
customers, employees and suppliers to deliver operational excellence;
manage our risks appropriately; and allocate scarce resources, including
capital, efficiently.
We take a long-term view on our strategy and have not changed it for
many years. Changes in the environment continue to influence Barclays,
especially how we choose to execute our strategy. We are currently
focused on four execution priorities: Capital, Funding and Liquidity;
Returns; Income Growth; and Citizenship.
As banking markets around the world continue to evolve, with regulatory
change, and with the distinct need for rebuilding trust in the banking
industry post crisis, our strategy and our execution priorities allow us to
continue to serve the wide ranging needs of our customers in a safe and
stable manner that is aligned with our responsibilities as corporate citizens
and is able to deliver attractive returns for shareholders.
10 Barclays PLC Annual Report 2011 www.barclays.com/annualreport