Barclays 2014 Annual Report Download - page 8

06 I Barclays PLC Annual Report 2014 barclays.com/annualreport
Our approach
Our business model
As a focused international bank, Barclays offers an
integrated set of products and services across retail
banking, wealth management, corporate banking and
investment banking. We serve individuals, small and large
businesses, corporations, institutions and governments.
Barclays seeks to satisfy the needs of our customers and clients by
offering a well-rounded value proposition – a wide range of products
and services – and thereby deliver a smoother income stream and
sustainable returns. However, we do not seek to offer all things to
all people.
Barclays’ competitive advantage arises from the scale and diversity of
our businesses and the quality, character and relationships of our people.
For example, our Africa Banking and Personal & Corporate Banking
(PCB) businesses are integrated regionally, focusing on delivering
targeted solutions to individuals and businesses. We also undertake
activities in selected other markets across the world in order to support
the needs of customers and clients abroad.
In contrast, Barclaycard, the corporate division of PCB and the Investment
Bank operate global models, using their international presence and
capabilities to provide comprehensive cross-border solutions.
We also increasingly operate a shared service model for Central
Functions to support our four core business clusters. Improving how
we pool our resources has enabled us to take advantage of synergies
through the sharing of ideas and collaboration from cross-functional
working groups.
Our international reach and scale mean we have the responsibility –
indeed the obligation – following our designation as a globally
systemically important financial institution, to work together with our
regulators to help reduce risk in the industry and provide a more
sustainable banking landscape over the long term. We are actively
engaging with a number of banking supervisors internationally to
develop a new industry model and to ensure that our business is
sustainable and flexible – ready to move into the future.
Further information on our business
model can be found on our website
at barclays.com/about-barclays/
strategy/business-model-value-
creation.html
Becoming ‘Go-To’
Our approach to value creation is consistent
Delivering our obligations to shareholders whilst meeting society’s needs in a responsible manner
We help create,
grow and protect wealth
so that individuals,
corporations, countries
and wider society can
achieve their ambitions
in the right way
by providing
essential banking services
that customers need
across sectors, regions
and around the world
that generates income
from supplying these
services in various ways,
such as net interest
margin, fees and
commissions
and provides
sustainable returns
over the long-term for
our shareholders, while
helping our wider
stakeholders to realise
their ambitions
Our approach delivers broader
economic benefits and a more valuable
service to our stakeholders in the
unique way we do business
■
Superior service for customers and clients globally
■
Challenging, meaningful and fulfilling careers for our
people in a values-driven organisation
■
Long-term sustainable returns for our investors,
based on diversification of income streams and risk
■
Employment and economic growth in the economies
in which we operate
■
Engagement with governments and society to address
social issues and needs
In this operating environment