Barclays 2010 Annual Report Download - page 6

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We continue to believe that our integrated universal
banking strategy is the best model to serve our customers
and clients as well as optimising risk-adjusted returns for
our shareholders.
Customer and client focus
Our customers and clients are at the centre of our strategy
and business model. Putting their needs first is essential to
developing a long term sustainable business.
Geographic spread
We aim to meet the needs of our clients and build a business
with diverse revenue sources, business segments, customer
and clients and geographic exposure.
Product breadth
The most successful banks are those that serve their
clients across all their needs though a wide range of
distribution channels.
Risk management
Effective risk management underpins all the commercial
decisions we take. As a global universal bank we are well
placed to understand the risks our clients take because of the
breadth and depth of the relationships we have with them.
Financial discipline
As we look to execute on our strategy and build the business,
it is essential to ensure that we retain financial discipline
required to deliver returns.
Whilst business model and strategy determine the shape
and direction of Barclays, performance is managed against
a specific set of key performance indicators (KPIs).
These KPIs are closely aligned to our execution priorities
in order to deliver on our goal of generating top quartile
shareholder returns over time.
Our execution priorities are:
– Capital – operating within our capital resources
– Returns – generating returns in excess of our cost of equity
– Income growth – sustainable growth in selected markets
and geographies
– Citizenship – demonstrating our wider value to society
both globally and in every community we serve
Executing our strategy
Delivering superior performance through diversification
by business, geography and funding sources, and relentless
focus on customers and clients
Strategy and business model
How we manage our performance
Global Universal Bank
Customer and
client focus
Geographic
spread
Product
breadth
Risk management
Financial discipline
Financial discipline
Goal
Execution priorities
Key performance indicators
Key performance indicators
04 Barclays PLC Annual Report 2010 www.barclays.com/annualreport10