... spare capital to be able to invest in the latest products and technologies before other firms do, this will maintain its market share. They also need to restore their brand image to its former glory so that it can become a trusted household name once again. Once they do this they will find that the company will be able to sustain their profits and keep ahead of the competition because having a trusted brand reputation means that even if they make small mistakes they will not see significant drops in results and profits. I have stated this as the most important strategic issue because with the addition of new member states to the EU and the growth of markets in both America and the Far East there is increased competition from these countries banks and financial institutions, as they wish to become a global organisation. There is also the impact of ...

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