Abstract

As today's 5th largest bank in the world, BNP Paribas is experiencing huge competition in both domestic (France, Italy, Belgium,…) and international markets. In addition, competition, moved by the fear of losing market shares and incurring losses, has been taking very aggressive actions and come up with competitive offers. In order to cope with that situation, BNP Paribas decided to adopt diversification strategy, both geographic (strengthen positions in Africa, while opening new branches down there), and product-wise (launch new products that better fit African market, in order to outrun competition). To that extent, a special focus in this paper is put on the diversification strategy to create competitive advantage (market power, economies of scope, economies from internalizing). The other emphasized point is how BNP Paribas can develop its offer in Africa. All these issues have been addressed with the help and support of Mr, KANE Amadou, former Corporate Vice-President of BNP Paribas, in charge of Africa and the Indies.

Detailed information