The Athlone Institute of Technology.
I. Executive summary 3
II. Company Background 4
III. Purpose and Objectives 6
IV. Strategic Analysis 7
A. External and Company Analysis 7
B. Customer Analysis 8
C. Competitor Analysis 9
D. Market/Submarket Analysis 11
E. Environmental Analysis 12
F. Internal Analysis 13
V. Company Strategy Audit 15
VI. Strategic Analysis Outputs 17
VII. Recommendations and Actions 19
VIII. References 20
I. Executive summary
The deregulations and the evolution of the markets during the end of the last century created both new opportunities and threats for the institutions working in the financial industry.
Bank of Ireland has entered a new era dominated by technology and global trading with a good background and resources needed to be developed in order to compete on a global scale.
From the present situation, the project tries to assess possible future developments for the industry and for Bank of Ireland in particular, with an analysis of the skills and assets owned by the company, and an analysis of all the most relevant characteristics of the environment in which it operates.
The result is a assessment of the opportunities to grow and the threats that the group has to face and some small suggestions on how the group should behave on a global scale.
II. Company Background
Bank of Ireland was established in 1783 by Royal Charter and today has over 16.000 employees in 8 countries worldwide. The bank was originally housed at the Irish Parliament Building before the Act of Union 1800. It is now headquartered on Baggot Street Dublin since the 1870’s. In 1958, the Bank took over the Hibernian Bank Limited and in 1965 the National Bank of Ireland limited, and re-branded them as Bank of Ireland.
The bank was formed to support public and commercial finances in Ireland. Bank of Ireland operates throughout the republic of Ireland, the U.K and Northern Ireland. It also provides financial services for the...

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