Australian Commonwealth bank Discussion 2022

Running Head: MANAGEMENT
MANAGEMENT

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Executive summary
The key purpose of this study is to create digital marketing communication with respect to
commonwealth bank of Australia. In this study, Porter’s five force tool has been implied by
evaluating business success in Australia. This tool could also facilitate to comprehend the
competitiveness of the business. Further, SWOT assessment tool will also be practiced due to
evaluating the internal condition of the firm. Commonwealth Bank of Australia has entailed
urban and suburban people to deliver their services. Further, there are certain methods is used
by the organization to endorse their products and services named as owned media, earned
media, and paid media design. It would lead to obtaining higher competitive advantages. It is
also illustrated that the commonwealth bank of Australia has used many different digital
marketing communication tools named as social media management, search engine
marketing, e-mail marketing, and content marketing.

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Table of Contents
Executive summary..................................................................................................... 2
Introduction............................................................................................................... 4
Company introduction.................................................................................................. 4
Competitive analysis.................................................................................................... 4
Bargaining Power of Buyers.......................................................................................... 4
Bargaining Power of Suppliers....................................................................................... 5
Threats of New Entrants............................................................................................... 5
Threats of Substitute Products or Services.........................................................................5
Rivalry among the Existing Competitors...........................................................................6
SWOT analysis.......................................................................................................... 6
Identification of Target market (s) and relevant Branding and positioning strategies......................7
The strategy of a social media campaign............................................................................7
Owned Media Design & Placement..................................................................................7
Paid Media Design & Placement..................................................................................... 8
Earned Media & Social Listening Plan.............................................................................. 8
Digital marketing communication objectives......................................................................9
Digital marketing communication Mix plan.......................................................................9
Content Marketing...................................................................................................... 9
Social media management............................................................................................. 9
Email Marketing....................................................................................................... 10
Search engine optimization.......................................................................................... 10
Monitoring and control............................................................................................... 10
Conclusion.............................................................................................................. 11
References.............................................................................................................. 12
Appendix 1.............................................................................................................. 14

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Introduction
This paper discusses the brief discussion of the Australian commonwealth bank. In this, many
tools have been considered named SWOT and competitive analysis tool. Moreover, it
demonstrates the digital marketing objectives as well as demonstrates targeting, branding,
and positioning approaches. Moreover, this section could also discuss the DMC as well as
digital marketing communication approaches for Australian commonwealth bank. It
demonstrates the monitoring and control strategies for the organization.
Company introduction
Australian commonwealth bank was established in 1911 with reference to commonwealth
bank act. This bank has offered many types of business banking named as saving the banking
and general banking business. It is examined that commonwealth bank has enlarged its
business by expanding its business growth. It is illustrated that this organization has
employed more than 52000 of employees as well as more than 80000 shareholders. This
organization has dealt with different bank. This bank has offers a higher range of financial
plan with respect to making the financial plan for the Australian to eliminate the financial
issue (Banking, 2019).
Competitive analysis
Bargaining Power of Buyers
The bargaining power of the buyer is higher caused by availability of the banks in Australia.
It is examined that customer demand of banking industry is higher. In addition, it is examined
that the customer desire to have superior goods as they could paying lower rates (Boelsen-
Robinson, Backholer, & Peeters, 2015). It might be general complicacy for common health
Australian bank. Moreover, the higher bargaining power of buyer could offer to have higher
profitability (Lamberton & Stephen, 2016). In addition, it is examined that the consumers
desire to get higher competitive advantages.