Blue Ocean Strategy Case Study

Deutsche Bank's Corporate and Investment Banking: The Anshu Jain Way

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Abstract:
Deutsche Bank, the leading German bank, established in 1870, had earned a pre-tax profit of €6.4 billion for the year 2005, €4.8 billion being contributed by the Corporate & Investment Banking (CIB) division. The CIB division of the Bank was co-headed by Anshu Jain (Jain), who was appointed in September 2004 to jointly head the division along with Michael Cohrs. All through his career at Deutsche Bank, Jain had specialized in innovating cross-product solutions and monitoring the derivative products such as Credit Default Swaps and Collateralised Debt Obligations. The success of these financial instruments had played a key role in helping the Bank to reach the goal of achieving 25% of pre-tax return on equity and grab the 'Bank of the Year Award' for the year 2005. However, in the process, the Bank's investment division was confronted with a tarnished image.

Pedagogical Objectives:

• To discuss the contributions of Deutsche Bank's Corporate & Investment Banking Division to improve the overall profitability of the Bank
• To discuss the strategies initiated by Anshu Jain to make the Corporate & Investment Banking Division a success
• To discuss the reputation blows suffered by Deutsche Bank as a result of certain activities of its Corporate & Investment Banking Division
• To debate whether Deutsche Bank was employing the right strategy regarding the functioning of its Corporate & Investment Banking Division

Keywords : Corporate and Investment Bank (CIB), Private clients and asset management (PCAM), Corporate Investments (CI), Retail banking, Investment & Banking Case Study, Josef Ackermann, Anshu Jain, Integration of global operations, 'Bank of the year' award, Product innovation, Risk management

Contents: 
Anshu Jain: Pioneering Deutsche Bank’s Investment Banking Arm
Prospects and Perils for Deutsche Bank under Anshu Jain
Total Credit Exposure of Deutsche Bank
Deutsche Bank’s Value-at-risk by Risk Category
Increasing Levels of Return on Equity of Deutsche Bank
Increasing Pre-tax Profit of Deutsche Bank
Structure of Deutsche Bank