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Abn Amro Strategy

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Submitted By milou
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ABN AMRO is a leading retail and commercial bank, which has its roots in the Netherlands. They offer services to retail, private and commercial banking clients, and are active internationally in private banking and areas in which they have substantial experience. They have a strong position in the Netherlands in all of their business activities. In this chapter the general strategic and organisational aspects of ABN AMRO and ABN AMRO MeesPierson will be discussed.

Strategy
In order to prepare for the challenges of the future, the bank has extended its horizon to 2017 and has made clear choices for their local and international operations. The refined elements of their strategy can be categorised into the following strategic priorities:
• Enhance client-centricity; through advanced client analytics, segmentation and in-depth sector expertise and to develop products, services and channels accordingly.
• Invest in the future; upgrade the IT landscape and standardise and rationalise processes in order to create a sound foundation on which they can operate.
To gain a recognised position in sustainability, they will focus on several priority areas that help deliver balanced and sustainable value to stakeholders.
To ensure attractiveness as an employer they aim to position the bank as a top class employer that enables employees to fully develop their talents.
• Strongly commit to a moderate risk profile; they are committed to maintaining a clean and strong balance sheet, which will be optimised in response to changing regulations.
• Pursue selective international growth; in order to diversify exposure, they want to grow their business outside the Netherlands and increase international operating income, they aim to leverage their existing market presence and expertise in activities they excel in and in which they are able to obtain a leading position.

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