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BNP Paribas Fortis: The "James" Banking Experience SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

Case Study SWOT Analysis Solution

Case Study Description of BNP Paribas Fortis: The "James" Banking Experience


In October 2015, three senior managers at BNP Paribas Fortis, the leader in retail banking in Belgium and a subsidiary of the BNP Paribas Group, were discussing how to take the bank's latest service, "James," to the next level and grow its customer base fivefold by the end of 2016. Launched in 2009, James was a unique investment portfolio advice service that substituted web conferencing technology for face-to-face interaction between advisors and affluent banking customers. An important feature of the James banking experience was that each customer mainly interacted with the same advisor, and was able to do so from virtually any location, outside regular office hours. The use of technology to build strong customer relationships from a distance proved beneficial for both the customers and the bank. Now the BNP Paribas Fortis managers had to decide how to expand James' customer base, outpace the competition, and organize for growth. How could they grow the country's current base of nearly 20,000 James customers to 100,000 in just one year? The authors Steve Muylle and Willem Standaert are affiliated with Vlerick Business School.

Authors :: Steve Muylle, Willem Standaert

Topics :: Technology & Operations

Tags :: Customers, Financial management, IT, Meetings, SWOT Analysis, SWOT Matrix, TOWS, Weighted SWOT Analysis

Swot Analysis of "BNP Paribas Fortis: The "James" Banking Experience" written by Steve Muylle, Willem Standaert includes – strengths weakness that are internal strategic factors of the organization, and opportunities and threats that Bnp Paribas facing as an external strategic factors. Some of the topics covered in BNP Paribas Fortis: The "James" Banking Experience case study are - Strategic Management Strategies, Customers, Financial management, IT, Meetings and Technology & Operations.


Some of the macro environment factors that can be used to understand the BNP Paribas Fortis: The "James" Banking Experience casestudy better are - – increasing commodity prices, there is increasing trade war between United States & China, talent flight as more people leaving formal jobs, digital marketing is dominated by two big players Facebook and Google, geopolitical disruptions, competitive advantages are harder to sustain because of technology dispersion, increasing inequality as vast percentage of new income is going to the top 1%, challanges to central banks by blockchain based private currencies, banking and financial system is disrupted by Bitcoin and other crypto currencies, etc



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Introduction to SWOT Analysis of BNP Paribas Fortis: The "James" Banking Experience


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University , we believe that protagonist in BNP Paribas Fortis: The "James" Banking Experience case study can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Bnp Paribas, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Bnp Paribas operates in.

According to Harvard Business Review, 75% of the managers use SWOT analysis for various purposes such as – evaluating current scenario, strategic planning, new venture feasibility, personal growth goals, new market entry, Go To market strategies, portfolio management and strategic trade-off assessment, organizational restructuring, etc.




SWOT Objectives / Importance of SWOT Analysis and SWOT Matrix


SWOT analysis of BNP Paribas Fortis: The "James" Banking Experience can be done for the following purposes –
1. Strategic planning using facts provided in BNP Paribas Fortis: The "James" Banking Experience case study
2. Improving business portfolio management of Bnp Paribas
3. Assessing feasibility of the new initiative in Technology & Operations field.
4. Making a Technology & Operations topic specific business decision
5. Set goals for the organization
6. Organizational restructuring of Bnp Paribas




Strengths BNP Paribas Fortis: The "James" Banking Experience | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Bnp Paribas in BNP Paribas Fortis: The "James" Banking Experience Harvard Business Review case study are -

Organizational Resilience of Bnp Paribas

– The covid-19 pandemic has put organizational resilience at the centre of everthing that Bnp Paribas does. Organizational resilience comprises - Financial Resilience, Operational Resilience, Technological Resilience, Organizational Resilience, Business Model Resilience, and Reputation Resilience.

Ability to lead change in Technology & Operations field

– Bnp Paribas is one of the leading players in its industry. Over the years it has not only transformed the business landscape in its segment but also across the whole industry. The ability to lead change has enabled Bnp Paribas in – penetrating new markets, reaching out to new customers, and providing different value propositions to different customers in the international markets.

Superior customer experience

– The customer experience strategy of Bnp Paribas in the segment is based on four key concepts – personalization, simplification of complex needs, prompt response, and continuous engagement.

Strong track record of project management

– Bnp Paribas is known for sticking to its project targets. This enables the firm to manage – time, project costs, and have sustainable margins on the projects.

Analytics focus

– Bnp Paribas is putting a lot of focus on utilizing the power of analytics in business decision making. This has put it among the leading players in the industry. The technology infrastructure suggested by Steve Muylle, Willem Standaert can also help it to harness the power of analytics for – marketing optimization, demand forecasting, customer relationship management, inventory management, information sharing across the value chain etc.

High brand equity

– Bnp Paribas has strong brand awareness and brand recognition among both - the exiting customers and potential new customers. Strong brand equity has enabled Bnp Paribas to keep acquiring new customers and building profitable relationship with both the new and loyal customers.

Innovation driven organization

– Bnp Paribas is one of the most innovative firm in sector. Manager in BNP Paribas Fortis: The "James" Banking Experience Harvard Business Review case study can use Clayton Christensen Disruptive Innovation strategies to further increase the scale of innovtions in the organization.

Cross disciplinary teams

– Horizontal connected teams at the Bnp Paribas are driving operational speed, building greater agility, and keeping the organization nimble to compete with new competitors. It helps are organization to ideate new ideas, and execute them swiftly in the marketplace.

Learning organization

- Bnp Paribas is a learning organization. It has inculcated three key characters of learning organization in its processes and operations – exploration, creativity, and expansiveness. The work place at Bnp Paribas is open place that encourages instructiveness, ideation, open minded discussions, and creativity. Employees and leaders in BNP Paribas Fortis: The "James" Banking Experience Harvard Business Review case study emphasize – knowledge, initiative, and innovation.

Successful track record of launching new products

– Bnp Paribas has launched numerous new products in last few years, keeping in mind evolving customer preferences and competitive pressures. Bnp Paribas has effective processes in place that helps in exploring new product needs, doing quick pilot testing, and then launching the products quickly using its extensive distribution network.

Effective Research and Development (R&D)

– Bnp Paribas has innovation driven culture where significant part of the revenues are spent on the research and development activities. This has resulted in, as mentioned in case study BNP Paribas Fortis: The "James" Banking Experience - staying ahead in the industry in terms of – new product launches, superior customer experience, highly competitive pricing strategies, and great returns to the shareholders.

Digital Transformation in Technology & Operations segment

- digital transformation varies from industry to industry. For Bnp Paribas digital transformation journey comprises differing goals based on market maturity, customer technology acceptance, and organizational culture. Bnp Paribas has successfully integrated the four key components of digital transformation – digital integration in processes, digital integration in marketing and customer relationship management, digital integration into the value chain, and using technology to explore new products and market opportunities.






Weaknesses BNP Paribas Fortis: The "James" Banking Experience | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of BNP Paribas Fortis: The "James" Banking Experience are -

High cash cycle compare to competitors

Bnp Paribas has a high cash cycle compare to other players in the industry. It needs to shorten the cash cycle by 12% to be more competitive in the marketplace, reduce inventory costs, and be more profitable.

Workers concerns about automation

– As automation is fast increasing in the segment, Bnp Paribas needs to come up with a strategy to reduce the workers concern regarding automation. Without a clear strategy, it could lead to disruption and uncertainty within the organization.

Products dominated business model

– Even though Bnp Paribas has some of the most successful products in the industry, this business model has made each new product launch extremely critical for continuous financial growth of the organization. firm in the HBR case study - BNP Paribas Fortis: The "James" Banking Experience should strive to include more intangible value offerings along with its core products and services.

Ability to respond to the competition

– As the decision making is very deliberative, highlighted in the case study BNP Paribas Fortis: The "James" Banking Experience, in the dynamic environment Bnp Paribas has struggled to respond to the nimble upstart competition. Bnp Paribas has reasonably good record with similar level competitors but it has struggled with new entrants taking away niches of its business.

Skills based hiring

– The stress on hiring functional specialists at Bnp Paribas has created an environment where the organization is dominated by functional specialists rather than management generalist. This has resulted into product oriented approach rather than marketing oriented approach or consumers oriented approach.

Capital Spending Reduction

– Even during the low interest decade, Bnp Paribas has not been able to do capital spending to the tune of the competition. This has resulted into fewer innovations and company facing stiff competition from both existing competitors and new entrants who are disrupting the industry using digital technology.

High bargaining power of channel partners

– Because of the regulatory requirements, Steve Muylle, Willem Standaert suggests that, Bnp Paribas is facing high bargaining power of the channel partners. So far it has not able to streamline the operations to reduce the bargaining power of the value chain partners in the industry.

Compensation and incentives

– The revenue per employee as mentioned in the HBR case study BNP Paribas Fortis: The "James" Banking Experience, is just above the industry average. Bnp Paribas needs to redesign the compensation structure and incentives to increase the revenue per employees. Some of the steps that it can take are – hiring more specialists on project basis, etc.

Slow to harness new channels of communication

– Even though competitors are using new communication channels such as Instagram, Tiktok, and Snap, Bnp Paribas is slow explore the new channels of communication. These new channels of communication mentioned in marketing section of case study BNP Paribas Fortis: The "James" Banking Experience can help to provide better information regarding products and services. It can also build an online community to further reach out to potential customers.

Low market penetration in new markets

– Outside its home market of Bnp Paribas, firm in the HBR case study BNP Paribas Fortis: The "James" Banking Experience needs to spend more promotional, marketing, and advertising efforts to penetrate international markets.

No frontier risks strategy

– After analyzing the HBR case study BNP Paribas Fortis: The "James" Banking Experience, it seems that company is thinking about the frontier risks that can impact Technology & Operations strategy. But it has very little resources allocation to manage the risks emerging from events such as natural disasters, climate change, melting of permafrost, tacking the rise of artificial intelligence, opportunities and threats emerging from commercialization of space etc.




Opportunities BNP Paribas Fortis: The "James" Banking Experience | External Strategic Factors
What are Opportunities in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The opportunities highlighted in the Harvard Business Review case study BNP Paribas Fortis: The "James" Banking Experience are -

Finding new ways to collaborate

– Covid-19 has not only transformed business models of companies in Technology & Operations industry, but it has also influenced the consumer preferences. Bnp Paribas can tie-up with other value chain partners to explore new opportunities regarding meeting customer demands and building a rewarding and engaging relationship.

Harnessing reconfiguration of the global supply chains

– As the trade war between US and China heats up in the coming years, Bnp Paribas can build a diversified supply chain model across various countries in - South East Asia, India, and other parts of the world. This reconfiguration of global supply chain can help, as suggested in case study, BNP Paribas Fortis: The "James" Banking Experience, to buy more products closer to the markets, and it can leverage its size and influence to get better deal from the local markets.

Using analytics as competitive advantage

– Bnp Paribas has spent a significant amount of money and effort to integrate analytics and machine learning into its operations in the sector. This continuous investment in analytics has enabled, as illustrated in the Harvard case study BNP Paribas Fortis: The "James" Banking Experience - to build a competitive advantage using analytics. The analytics driven competitive advantage can help Bnp Paribas to build faster Go To Market strategies, better consumer insights, developing relevant product features, and building a highly efficient supply chain.

Manufacturing automation

– Bnp Paribas can use the latest technology developments to improve its manufacturing and designing process in Technology & Operations segment. It can use CAD and 3D printing to build a quick prototype and pilot testing products. It can leverage automation using machine learning and artificial intelligence to do faster production at lowers costs, and it can leverage the growth in satellite and tracking technologies to improve inventory management, transportation, and shipping.

Creating value in data economy

– The success of analytics program of Bnp Paribas has opened avenues for new revenue streams for the organization in the industry. This can help Bnp Paribas to build a more holistic ecosystem as suggested in the BNP Paribas Fortis: The "James" Banking Experience case study. Bnp Paribas can build new products and services such as - data insight services, data privacy related products, data based consulting services, etc.

Lowering marketing communication costs

– 5G expansion will open new opportunities for Bnp Paribas in the field of marketing communication. It will bring down the cost of doing business, provide technology platform to build new products in the Technology & Operations segment, and it will provide faster access to the consumers.

Loyalty marketing

– Bnp Paribas has focused on building a highly responsive customer relationship management platform. This platform is built on in-house data and driven by analytics and artificial intelligence. The customer analytics can help the organization to fine tune its loyalty marketing efforts, increase the wallet share of the organization, reduce wastage on mainstream advertising spending, build better pricing strategies using personalization, etc.

Use of Bitcoin and other crypto currencies for transactions

– The popularity of Bitcoin and other crypto currencies as asset class and medium of transaction has opened new opportunities for Bnp Paribas in the consumer business. Now Bnp Paribas can target international markets with far fewer capital restrictions requirements than the existing system.

Increase in government spending

– As the United States and other governments are increasing social spending and infrastructure spending to build economies post Covid-19, Bnp Paribas can use these opportunities to build new business models that can help the communities that Bnp Paribas operates in. Secondly it can use opportunities from government spending in Technology & Operations sector.

Learning at scale

– Online learning technologies has now opened space for Bnp Paribas to conduct training and development for its employees across the world. This will result in not only reducing the cost of training but also help employees in different part of the world to integrate with the headquarter work culture, ethos, and standards.

Redefining models of collaboration and team work

– As explained in the weaknesses section, Bnp Paribas is facing challenges because of the dominance of functional experts in the organization. BNP Paribas Fortis: The "James" Banking Experience case study suggests that firm can utilize new technology to build more coordinated teams and streamline operations and communications using tools such as CAD, Zoom, etc.

Low interest rates

– Even though inflation is raising its head in most developed economies, Bnp Paribas can still utilize the low interest rates to borrow money for capital investment. Secondly it can also use the increase of government spending in infrastructure projects to get new business.

Identify volunteer opportunities

– Covid-19 has impacted working population in two ways – it has led to people soul searching about their professional choices, resulting in mass resignation. Secondly it has encouraged people to do things that they are passionate about. This has opened opportunities for businesses to build volunteer oriented socially driven projects. Bnp Paribas can explore opportunities that can attract volunteers and are consistent with its mission and vision.




Threats BNP Paribas Fortis: The "James" Banking Experience External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats mentioned in the HBR case study BNP Paribas Fortis: The "James" Banking Experience are -

Easy access to finance

– Easy access to finance in Technology & Operations field will also reduce the barriers to entry in the industry, thus putting downward pressure on the prices because of increasing competition. Bnp Paribas can utilize it by borrowing at lower rates and invest it into research and development, capital expenditure to fortify its core competitive advantage.

Trade war between China and United States

– The trade war between two of the biggest economies can hugely impact the opportunities for Bnp Paribas in the Technology & Operations industry. The Technology & Operations industry is already at various protected from local competition in China, with the rise of trade war the protection levels may go up. This presents a clear threat of current business model in Chinese market.

Barriers of entry lowering

– As technology is more democratized, the barriers to entry in the industry are lowering. It can presents Bnp Paribas with greater competitive threats in the near to medium future. Secondly it will also put downward pressure on pricing throughout the sector.

High dependence on third party suppliers

– Bnp Paribas high dependence on third party suppliers can disrupt its processes and delivery mechanism. For example -the current troubles of car makers because of chip shortage is because the chip companies started producing chips for electronic companies rather than car manufacturers.

Regulatory challenges

– Bnp Paribas needs to prepare for regulatory challenges as consumer protection groups and other pressure groups are vigorously advocating for more regulations on big business - to reduce inequality, to create a level playing field, to product data privacy and consumer privacy, to reduce the influence of big money on democratic institutions, etc. This can lead to significant changes in the Technology & Operations industry regulations.

Backlash against dominant players

– US Congress and other legislative arms of the government are getting tough on big business especially technology companies. The digital arm of Bnp Paribas business can come under increasing regulations regarding data privacy, data security, etc.

Technology disruption because of hacks, piracy etc

– The colonial pipeline illustrated, how vulnerable modern organization are to international hackers, miscreants, and disruptors. The cyber security interruption, data leaks, etc can seriously jeopardize the future growth of the organization.

Increasing international competition and downward pressure on margins

– Apart from technology driven competitive advantage dilution, Bnp Paribas can face downward pressure on margins from increasing competition from international players. The international players have stable revenue in their home market and can use those resources to penetrate prominent markets illustrated in HBR case study BNP Paribas Fortis: The "James" Banking Experience .

Consumer confidence and its impact on Bnp Paribas demand

– There is a high probability of declining consumer confidence, given – high inflammation rate, rise of gig economy, lower job stability, increasing cost of living, higher interest rates, and aging demography. All the factors contribute to people saving higher rate of their income, resulting in lower consumer demand in the industry and other sectors.

Stagnating economy with rate increase

– Bnp Paribas can face lack of demand in the market place because of Fed actions to reduce inflation. This can lead to sluggish growth in the economy, lower demands, lower investments, higher borrowing costs, and consolidation in the field.

Environmental challenges

– Bnp Paribas needs to have a robust strategy against the disruptions arising from climate change and energy requirements. EU has identified it as key priority area and spending 30% of its 880 billion Euros European post Covid-19 recovery funds on green technology. Bnp Paribas can take advantage of this fund but it will also bring new competitors in the Technology & Operations industry.

High level of anxiety and lack of motivation

– the Great Resignation in United States is the sign of broader dissatisfaction among the workforce in United States. Bnp Paribas needs to understand the core reasons impacting the Technology & Operations industry. This will help it in building a better workplace.

Aging population

– As the populations of most advanced economies are aging, it will lead to high social security costs, higher savings among population, and lower demand for goods and services in the economy. The household savings in US, France, UK, Germany, and Japan are growing faster than predicted because of uncertainty caused by pandemic.




Weighted SWOT Analysis of BNP Paribas Fortis: The "James" Banking Experience Template, Example


Not all factors mentioned under the Strengths, Weakness, Opportunities, and Threats quadrants in the SWOT Analysis are equal. Managers in the HBR case study BNP Paribas Fortis: The "James" Banking Experience needs to zero down on the relative importance of each factor mentioned in the Strengths, Weakness, Opportunities, and Threats quadrants. We can provide the relative importance to each factor by assigning relative weights. Weighted SWOT analysis process is a three stage process –

First stage for doing weighted SWOT analysis of the case study BNP Paribas Fortis: The "James" Banking Experience is to rank the strengths and weaknesses of the organization. This will help you to assess the most important strengths and weaknesses of the firm and which one of the strengths and weaknesses mentioned in the initial lists are marginal and can be left out.

Second stage for conducting weighted SWOT analysis of the Harvard case study BNP Paribas Fortis: The "James" Banking Experience is to give probabilities to the external strategic factors thus better understanding the opportunities and threats arising out of macro environment changes and developments.

Third stage of constructing weighted SWOT analysis of BNP Paribas Fortis: The "James" Banking Experience is to provide strategic recommendations includes – joining likelihood of external strategic factors such as opportunities and threats to the internal strategic factors – strengths and weaknesses. You should start with external factors as they will provide the direction of the overall industry. Secondly by joining probabilities with internal strategic factors can help the company not only strategic fit but also the most probably strategic trade-off that Bnp Paribas needs to make to build a sustainable competitive advantage.



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