Marketing Management Report for ANZ Bank: Potential Market Analysis for Home Loans in Richmond, Melbourne

This report analyses growth and profitability in the banking sector and its impact on ANZ Bank. A PESTLE analysis is used in the report to evaluate different external factors that influence the operations of ANZ Bank. The report focuses on Richmond, Melbourne as the market for ANZ Bank in order to launch its home loan packages. The report analyses the primary and secondary target market segment of ANZ Bank and discussed its involvement in the decision-making process. A perceptual map of ANZ Bank is given in the report which analyses its position as compared to other competitors.

Running head: MARKETING MANAGEMENT
0
Executive Summary
The
aim of this
report is to
examine a potential market for ANZ Bank in order to launch a product of the enterprise. This
report focuses on Richmond, Melbourne as the market for ANZ Bank in order to launch its
home loan packages. This report analyses growth and profitability in the banking sector and
its impact on ANZ Bank. A PESTLE analysis is used in the report to evaluate different
external factors that influence the operations of ANZ Bank. As per competitor analysis, the
main competitors of ANZ Bank include Commonwealth Bank, National Australia Bank and
Westpac. This report analysed the primary and secondary target market segment of ANZ
Bank and discussed its involvement in the decision-making process. A perceptual map of
ANZ Bank is given in the report which analyses its position as compared to other
competitors. The company can use this information to market its product in Richmond,
Melbourne which can assist in increasing its profitability and customer base.
Marketing Management

MARKETING MANAGEMENT 1
Table of Contents
1. Introduction.........................................................................................................................3
2. Industry analysis and market trends....................................................................................4
2.1 Growth and Profitability..................................................................................................4
2.2 Macro Environment (PESTLE Analysis).........................................................................6
3. Competitor Analysis...........................................................................................................9
4. Segment Analysis...............................................................................................................9
4.1 Major market segments....................................................................................................9
4.2 Primary and secondary target market.............................................................................10
5. Level of involvement and decision making......................................................................10
6. Perceptual Map.................................................................................................................12
6.1 Positioning Statement.....................................................................................................12
7. Conclusion........................................................................................................................14
8. References.........................................................................................................................15
List of Figures
Figure 1: Australian GDP Allocation in Sectors........................................................................5
Figure 2: Assets of financial institutions, September quarter 2017...........................................5
Figure 3: Composition of different types of banks by number of entities.................................6
Figure 4: Cash profit tax by segment.........................................................................................6
Figure 5: Perceptual Map.........................................................................................................12

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1. Introduction
Marketing management is a process of planning, developing, organising and
executing marketing strategies for products or services to reach desired customers segment
(Kotler, 2015). This report will conduct a marketing audit for ANZ Bank which is Australia’s
third largest bank in terms of market capitalisation, and it is the largest bank in New Zealand.
The corporation was founded in 1835, and it operates in banking and financial service
industry. The headquarters of the firm is situated in 833, Collins Street, Melbourne, Australia
(ANZ, 2018a). The firm is included in ‘big four’ banks in Australia which include
Commonwealth Bank (CBA), Westpac Bank, National Australia Bank (NAB) and ANZ
Bank (Owler, 2018). The products of the firm include bank deposits, home loans, insurance,
credit/debit cards, business accounts, and others. Customers of the firm include both
individuals and corporations that open saving and business accounts respectively. The
corporation has an extensive interest in home loans as well, and it offers competitive interest
rates in order to attract more customers. This report will analyse ‘Richmond’ as a potential
market for home loans of the company. Richmond is an inner suburb situated in Melbourne,
Australia and it has a population of 32,848 as per 2016 census (Urban Melbourne, 2016).
This report will evaluate growth and profitability in the banking industry and analyse the
primary and secondary target market for ANZ Bank. Further, a positioning map of ANZ will
be provided in the report to analyse its position in the market.

MARKETING MANAGEMENT 3
2. Industry analysis and market trends
ANZ Bank offers its services across the world, and it operates in banking and
financial services industry. The industry is affected by a number of market trends which both
positively and negatively affects its operations.
2.1 Growth and Profitability
The banking industry has reported a substantial growth due to the stable economic
environment that creating new business opportunities for banking organisations. The service
industry dominates the economy of the country with over 65 percent being service companies
in the country (Salama, 2015) (Figure 1). According to the Reserve Bank of Australia, 147
authorised deposit-taking institutions are operating in Australia which covers the largest part
of banking and financial sector (Royal Commission, 2018) (Figure 2). The RBA held the
interest rates for housing loans at 1.5 percent which is beneficial for the banking companies
since it increases their customers (White, 2018). The ‘big four’ banks in Australia have
dominated the banking industry with Commonwealth Bank being the largest in terms of
revenue. The major banks hold 36.7 percent of the banking sector in Australia (Royal
Commission, 2018) (Figure 3).
Commonwealth Bank reported a cash profit after tax of $9,881 million whereas ANZ
reported a profit of $6,938 million (KPMG, 2017) (Figure 4). The Reserve Bank of Australia
has not changed interest rates on home loans which creates growth opportunities for ANZ
because it increases the number of people taking home loans. Melbourne is one of the most
profitable areas for ANZ because it is densely populated and many people take home loans to
purchase house nearby. The banking industry generated revenue of $31.5 billion in 2017 and
ANZ is Australia’s third largest bank in terms of market capitalisation (KPMG, 2017). ANZ
has reported a growth of $700 million in terms of profits which has risen from $5.7 billion to
$6.4 billion from 2016 to 2017 (Mascio, 2017). A large portion of firm’s profits is generated
from its branches in Melbourne and from people who take home loans.

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Figure 1: Australian GDP Allocation in Sectors
(Source: Salama, 2015)
Figure 2: Assets of financial institutions, September quarter 2017
(Source: Royal Commission, 2018)

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Figure 3: Composition of different types of banks by number of entities
(Source: Royal Commission, 2018)
Figure 4: Cash profit tax by segment
(Source: KPMG, 2017)
2.2 Macro Environment (PESTLE Analysis)
According to Gupta (2013), the PESTLE analysis is a framework which is used in
order to evaluate different external forces that affect a company’s operations and profitability.

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The PESTLE is an acronym for political, economic, social, technological, legal and
environmental factors.
Political
The political environment in Australia is stable which is beneficial for ANZ Bank’s
operation. Changes in legislation due to changing political environment also negatively affect
the corporation's operations. For example, the big four banks have to pay a bank levy rate of
$6.2 billion which is imposed by Treasurer Scott Morrison (Morgan, 2017). ANZ offers its
services globally, and radical changes in the international political environment have a
negative impact on corporation’s growth. For example, the trade restriction imposed by the
Trump administration can negatively affect the company’s profitability (Ensign & Tracy,
2018).
Economic
The foreign currency exchange rate is stable in Australia due to the steady economic
environment which is beneficial for ANZ. The GDP of the country grew 2.4 percent in 2017;
however, the rate has reduced from the annualised rate of 2.8 percent (Letts, 2018). The
service sector contributes the largest portion of nation's GDP, and these corporations
contribute over 65 percent to the country’s GDP (Salama, 2015). The stable and low-interest
rates maintained by the Reserve Bank of Australia of home loans assist ANZ in attracting
more customers. Due to high population density, Richmond, Melbourne is a prime location
for ANZ Bank, and many potential customers get home loans for purchasing a house in
nearby areas.
Social
The firm is focused towards fulfilling their customers’ requirement in order to
improve their banking experience. Around two third or 66 percent of Australian population
belongs to working age group, and they take home loans to purchase houses near major cities
(Australian Bureau of Statistics, 2016). In Richmond, Melbourne, most people are mid-aged,
around 33 years, and they purchase their first house by taking home loans (Urban Melbourne,
2016). The corporation has implemented an effective corporate social responsibility model
for ensuring sustainable development of its stakeholders which allow it to maintain a positive
brand image.

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Technological
ANZ Bank understands the importance of the latest technologies advancements, and
the company incorporates them into their operations for improving efficiency and overall
customer experience. The corporation uses technologies to create an ‘agile’ environment
which assists them in effectively managing different branches and security the data of their
customers (Pearce, 2017). The company also offers the latest technologies to its customers
such as open credit card facility and payment through NFC such as Apple Pay which allows
its customers to use its banking services effectively. ANZ also offers banking services to its
customers directly through its mobile applications which enable them to manage their bank
accounts and make or receive payments from another account.
Legal
The corporation complies with different regulations of Banking Act 1959 in order to
ensure that it effectively manage and secure the data of its account holders. Furthermore,
different taxation, employment and local regulations are required to comply by the enterprise.
While operating in Melbourne, it has to comply with different local laws implemented by the
government. Moreover, it has to obtain an Australian Financial Services Licence in order to
provide financial services to its clients (ANZ, 2018b). New changes in banking regulations
affect the business of ANZ Bank since it has to comply with its requirements.
Environmental
The requirement of environment-friendly business policies is growing between
modern organisations, and they focus on implementing effective policies for reducing their
carbon emissions. ANZ Bank invests in wind power in order to use renewable energy sources
for performing its operations. In over next five years, the company has committed to invest
more than $10 billion in renewable energy sources for reinforcing the transition in order to
reduce carbon emissions (ANZ, 2018c). The firm issues an environmental sustainability
report which includes a number of initiatives taken by the enterprise for sustaining and
protecting environmental resources.

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3. Competitor Analysis
ANZ Bank is competing against other large banking firms in Australia including
Westpac, Commonwealth, Bank of Queensland NAB, and AMP limited. These companies
are market leaders in Australian banking sector. The market followers include Bankwest,
Suncorp Bank, AMP Bank Ltd and Bendigo Bank. Currently, ANZ is third largest bank in
Australia in terms of market capitalisation, and its main competitor is Commonwealth Bank
which is the largest banking corporation in Australia in terms of market capitalisation.
Strengths Weaknesses
ANZ Bank  The company use modern
technologies for improving the
customer experience
 The corporation offers high-
interest rates to customers on
savings account (2.55 percent)
(Finder, 2017)
 Positive reputation in the
market
 Smaller global presence
than compared to
Commonwealth Bank
 ANZ is third in terms of
profits in Australia
 Relatively smaller
market share than
compared to CBA
Commonwealth
Bank
 Large global presence with
branches in all major cities
(Commbank, 2018)
 Higher profits ($9,881 million)
than compared to ANZ ($6,938
million)
 Availability of services in
multiple locations in Australia
 Lack of modern
technologies for
customer experience
 Low interest rate on
savings account than
compared to ANZ (2.51
percent) (Finder, 2017)
 Legal actions against the
company for money
laundering and ATM
scandal (The Australian,
2017)
4. Segment Analysis
4.1 Major market segments
The major market segments of ANZ include people who open savings accounts and
take loans and other businesses that use ANZ’s services for performing different banking

MARKETING MANAGEMENT 9
practices. Large organisations also hire ANZ bank as their main bank for performing
activities such as issuing of shares, liquidation, taking loans and others.
4.2 Primary and secondary target market
The primary market segments of ANZ include individuals who open savings bank
accounts and take home loans. The company use its mobile application to offer direct B2C
service to its account holders. Customers can perform different banking activities and apply
for home loans directly from the mobile application of ANZ. The company generate most
profits from individual deposits and loans. Small and medium businesses that open a current
account in ANZ are also a primary target segment for the company. Richmond, Melbourne is
a densely populated area, and a large number of people purchase home loans to buy houses
nearby (Urban Melbourne, 2016). The median age of people in Richmond is 33 years, and
most of them take home loans to purchase their first house. It is a potential home loans
market for ANZ because people fully own only 19.6 percent homes and 23.6 percent are in
the process of home loan mortgage and other 53.8 percent are rented (Local Stats, 2018). The
company can offer competitive interest rates on home loans that will attract a large number of
people. The secondary target market for the firm includes large organisations that hire ANZ
for performing different banking activities such as liquidation, issuing of shares, taking loans
and others. These corporations are the secondary target market for the enterprise because in
Richmond, Melbourne only a limited number of organisations operates. On the other hand,
these companies did not change their current banking firms which make them a secondary
target market for ANZ Bank.
5. Level of involvement and decision making
ANZ Bank has high level of involvement, and it highly influences the decision-
making process of the company. The Corporation monitors its primary and secondary target
market segments and incorporates policies according to their requirements.
Adaptation of B2C Model
In order to improve its customer engagement and overall banking experience, the firm
has adopted a B2C model. In this model, the company allows its customers to interact with
the company directly and avail their services. Account holders can access their information
through the mobile application of ANZ Bank and the company also provide online banking
and net banking services to its customers (Cameron, 2017). The firm also collects feedback

MARKETING MANAGEMENT 10
from customers in order to improve their products and services. Customers can apply for
home loans, make payments, receive payments and take other banking actions directly from
the mobile application.
Developing new products/services
ANZ Bank closely monitors its customers’ requirements and introduces products and
services to fulfil their demands. While entering into new markets, the company analyse its
customers and their requirements. In Richmond, Melbourne, a large number of customers are
mid-aged who but new house after taking home loans. The corporation can take advantage of
its low-interest rates on home loans to attract new customers and increase its market share.
Pricing Strategy Analysis
The company offers competitive interest rates on its home loan schemes which attract
more customers. The corporation offers 0.5 percent p.a. variable rate discount and 0.15
percent p.a. fixed rate discount to its customers for total mortgage lending of $150,000 to
$249,000 (ANZ, 2018d). The firm carefully modifies its pricing strategy in order to meet the
requirements of customers. It shows that the company is highly involved and it has a
substantial impact on its decision-making process.

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6. Perceptual Map
Figure 5: Perceptual Map
6.1 Positioning Statement
The positioning map of ANZ Bank shows that the firm is one of the major players in
the banking sector. The major market players in the banking industry of Australia include
Commonwealth Bank, Westpac, Bank of Queensland and National Australia Bank (NAB).
Commonwealth Banks is leading the Australian banking sector by offering high-quality
services at relatively lower prices. ANZ Bank offers services low-interest rates to its
customer and quality banking experience by implementing modern technologies into their
system. In comparison with Westpac and Bank of Queensland, ANZ Bank generates lower
profits; however, its market capitalisation is larger than these organisations. In Richmond,
Melbourne, a large number of customers belong to low to mid-income group, and they prefer
to take home loans at lower interest rates. ANZ Bank can offer them relatively lower interest
rates on home loans and provide quality banking experience at the same time. The company
can market its products by using its positive brand image and comparatively lower interest
rates. The services offered by the enterprise assist them in maintaining a competitive
advantage over its competitors, and they can assist the firm in expanding its business in
Richmond, Melbourne.

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7. Conclusion
From the above observation, it can be concluded that ANZ Bank is one of the leading
banking organisations in Australia and it is the part of ‘big four’ banks in Australia. The
primary competitors of the enterprise include Commonwealth Bank, Westpac, and National
Australia Bank. The company offers low-interest rates on home loans to its customers which
assist in increasing its customer base. There are different political, economic, social,
technological, legal and environmental factors mentioned in the report which influence the
business of ANZ Bank. The corporation is highly involved in the decision-making process
regarding its customer base. The primary target segment of ANZ Bank includes customers
from low to mid-income groups who prefer to take low interest rate home loans. Small
businesses and organisations are also included in primary target segment of ANZ Bank, and
secondary target segment includes large corporations. In Richmond, Melbourne, the company
can expand its operations by marketing its effective customer service experience and lower
interest rates on home loans. It can increase ANZ Bank market capitalisation and expand its
customer base.

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8. References
ANZ. (2018a). About ANZ. Retrieved from http://shareholder.anz.com/our-company/profile?
_ga=2.81866198.1361196615.1523424179-2089623680.1523104002
ANZ. (2018b). Rules and Regulations for Accounts. Retrieved from
http://www.anz.com/documents/au/aboutanz/118468_chinarulesreg_58455_v3.pdf
ANZ. (2018c). $10 billion to support the transition to a low carbon economy. Retrieved from
http://www.anz.com/about-us/corporate-sustainability/ad/
ANZ. (2018d). ANZ Breakfast home loan package. Retrieved from
http://www.anz.com/auxiliary/rates-fees-terms/interest-rates/
Australian Bureau of Statistics. (2016). Population by Age and Sex, Regions of Australia,
2015. Retrieved from
http://www.abs.gov.au/ausstats/abs@.nsf/Previousproducts/3235.0Main
%20Features102015?
opendocument&tabname=Summary&prodno=3235.0&issue=2015&num=&view
Cameron, N. (2017). Scott-Branagan leaves Deakin CMO post for role at ANZ. Retrieved
from https://www.cmo.com.au/article/630232/scott-branagan-leaves-deakin-cmo-
post-role-anz/
Commbank. (2018). International branches. Retrieved from
https://www.commbank.com.au/about-us/our-company/international-branches.html
Ensign, R.L. & Tracy, R. (2018). Trump Administration Seeks to Change Rules on Bank
Lending to the Poor. Retrieved from https://www.wsj.com/articles/trump-
administration-seeks-to-change-rules-on-bank-lending-to-the-poor-1515624418
Gupta, A. (2013). Environmental and pest analysis: An approach to external business
environment. Merit Research Journal of Art, Social Science and Humanities, 1(2), 13-
17.
Kotler, P. (2015). Framework for marketing management. New Delhi: Pearson Education
India.

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KPMG. (2017). Major Australian Banks. Retrieved from
https://home.kpmg.com/content/dam/kpmg/au/pdf/2017/major-australian-banks-full-
year-2017-results-analysis.pdf
Letts, S. (2018). Australia's economy grew by 2.4 per cent in 2017, below expectations.
Retrieved from http://www.abc.net.au/news/2018-03-07/gdp-q4-2017/9522450
Local Stats. (2018). Richmond Demographics (VIC) Local Stats. Retrieved from
http://richmond.localstats.com.au/demographics/vic/melbourne/south-east/richmond
Mascio, C. (2017). ANZ Bank earnings up 21 per cent. Retrieved from
http://www.graffiotech.com/2017/10/26/anz-bank-earnings-up-21-per-cent/
Morgan, E. (2017). Federal budget 2017: Scott Morrison's new bank levy likely to hit hip
pockets, financial sector says. Retrieved from http://www.abc.net.au/news/story-
streams/federal-budget-2017/2017-05-10/federal-budget-2017-bank-levy-to-hit-hip-
pockets/8512258
Owler. (2018). ANZ Competitors, Revenue, Number of Employees, Funding and Acquisitions.
Retrieved from https://www.owler.com/company/anz
Pearce, R. (2017). ANZ pushes forward with agile transformation. Retrieved from
https://www.computerworld.com.au/article/626021/anz-pushes-forward-agile-
transformation/
Royal Commission. (2018). Some Features of the Australian Banking Industry. Retrieved
from https://financialservices.royalcommission.gov.au/publications/Documents/some-
features-of-the-australian-banking-industry-background-paper-1.pdf
Salama, A. (2015). Will Reserve Bank of Australia cut its Interest Rate tonight?. Retrieved
from https://www.fxstreet.com/analysis/daily-technical-analysis-and-forecasts/
2015/08/31/02
The Australian. (2017). Class action filed against Commonwealth Bank over ATM scandal.
Retrieved from https://www.theaustralian.com.au/business/financial-services/class-
action-filed-against-commonwealth-bank-over-atm-scandal/news-story/
efbcfaddba7498b670926f3597cc9bd6

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Urban Melbourne. (2016). Census 2016: The 20 Most Densely Populated Areas of
Melbourne. Retrieved from https://urban.melbourne/planning/2017/08/01/census-
2016-20-most-densely-populated-areas-melbourne
White, E. (2018). Reserve Bank of Australia holds interest rates at 1.5%. Retrieved from
https://www.ft.com/content/8f5c390c-0ae9-11e8-8eb7-42f857ea9f09