Commonwealth Bank of Australia Capstone

Commonwealth Bank of Australia Capstone 1
Commonwealth Bank of Australia Capstone
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Common Wealth Bank of Australia Capstone 2
Executive Summary
The Common Wealth Bank of Australia is the leading bank in Australia and one of the
largest globally. The bank has been in business for more than a century and has maintained its
edge over the competition for an extended period of time. This study paper intends to mention
and analyze the financial condition of the bank and if it needs improvement or not. The research
will also evaluate the strategies employed by the Commonwealth Bank of Australia and find out
how effective their strategies have been and the sections that require changes. This study paper
will provide recommendations at the tail end of the paper. The research is important as it
provides the reader with an in depth analysis of the Commonwealth Bank of Australia and its
strategies. The paper also provides the reader with valuable information on the smooth
management and running of a business.

Common Wealth Bank of Australia Capstone 3
Table of Contents
Introduction......................................................................................................................................4
Problem Statement...........................................................................................................................4
SWOT Analysis...............................................................................................................................5
Strength........................................................................................................................................5
Weakness.....................................................................................................................................6
Opportunity..................................................................................................................................7
Threat...........................................................................................................................................8
Ethics, Values and Social Responsibilities......................................................................................9
Corporate Communication and Public Relations..........................................................................11
Recommendations..........................................................................................................................12
Future Study and Career................................................................................................................14
References......................................................................................................................................16

Common Wealth Bank of Australia Capstone 4
Introduction
The banking and financial services industry is one of the most profitable sectors of any
economy globally. The banking industry is however highly competitive and any bank intending
to grow and achieve its goals and objectives has to come up with effective strategies and follow
through on their implementation (Cornish, 2016, P.5). The Commonwealth Bank of Australia is
one of the largest banks in Australia and the neighboring region. The bank was formed in 1911
by the Australian government under the common wealth act. Since the year 1920 up to 1960 the
bank acted as Australia’s central bank. However after 1991 the bank was listed on the Australian
Stock exchange and five years later the bank was fully privatized (McIlroy, 2017, P.12). The
bank in 2018 became the third largest company listed in the entire Australian Stock exchange.
The bank has over 1,267 branches and 4,253 ATMs spread across 15 countries with a majority of
them in Australia. The bank is also a major employer with approximately 49,125 employees in
15 countries and 40,508 of these employees are based in Australia (Authority, 2018, P.13).
Problem Statement
In the contemporary world of technology and globalization banks have become highly
competitive and each bank has to find an edge over the competition if they are to survive. The
Commonwealth Bank of Australia has maintained its market share over the extended period of
time it has been functioning. The bank has also managed to keep a reputable brand name which
in turn attracts more potential customers and clients (Willcocks & Reynolds, 2015, P.9). This
paper intends to analyze the current business situation of the Commonwealth Bank of Australia
in relation to the business environment using the SWOT analysis tool. The analysis tool will
provide the reader with information on the bank’s strength, weakness, opportunity and threats.