Competitive Strategy Analysis: PwC vs KPMG

This assignment examines the competitive strategies employed by PwC and KPMG, two prominent accounting firms. It delves into their market positioning, service offerings, research methodologies, and employee satisfaction initiatives. The analysis compares and contrasts their approaches to international business, considering cultural, administrative, geographic, and economic factors. Furthermore, it explores how both firms utilize innovative technologies and collaborative practices to deliver value to their clients and contribute to the community.

Running head: COMPETITIVE STRATEGY
Competitive strategy
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1COMPETITIVE STRATEGY
PwC Australia
PwC Australia or PricewaterhouseCoopers is a multinational professional services
network which stands second among the professional service firms in the world. It is among the
four big audit companies in the world, including Ernst and Young, KPMG and Deloitte. It is
considered as one of the most prestigious accounting firms. These are the reasons why this
particular organization was chosen among other companies in Australia. This company is
regarded as the best in its field because their 223000 employees in 157 countries are dedicated to
deliver the best assured quality in advisory and tax services. Their focused services in the field
of tax, transactions and other similar services have been beneficial in resolving complicated
issues related to customers and stake holders all over the world (Albring, Robinson and
Robinson 2014).
PwC Australia has become successful by applying the strategies or theories and became
one of the top audit companies in the world. They have secured this position by setting their
market and who will be their competitors. They have kept a unique value in their services which
let the customer choose their services and not their competitors’. They were totally aware about
the resources which are essential for achieving the targeted goals. They have a range of
intangible services and they possessed the knowledge as how to sustain in the top position of
providing unique value to the customers. They have spread their business in the major areas of
the world which helped in the rapid development of PwC Australia. This selection of market area
was added as a unique value to the organization (Hauptman, Horvat and Korez-Vide 2014). They
have also kept their working hours flexible as in the employees can come and go as they want.
This has made the employees to work freely and without any pressure. Flexible work timing has
been added as a motivational value for the employees of the organization which will enable them

2COMPETITIVE STRATEGY
to provide better service (Earley 2015). They have also set the rules loose with the dress code of
the employees. They are not required to follow a strict dress code anymore. This has improved
the scope of recruitment in the company as they can come in their comfortable dress to
workplaces. The new rules of clothing have set the company to a new standard that represents
the culture of PwC. The company has broken the barrier of traditional work environment with
mediation spaces and meetings on treadmills which helped the employees to keep up their spirits
and fitness levels. They also provide the best working environment for the employees by
providing a leave on their birthdays. Apart from employee satisfaction, they have also set a
group of not- to- do things which keep them ahead of the competitors. Their intended, emergent
and realized strategy helped them in being the top business acumen in the world. They have
always thought of innovating something new from the already existing services as they believe in
modification. Their idea of business growth lies in reusing and recycling the previous services to
create something new.
KPMG Australia
KPMG is a global network of professional firms that offer tax, audit and advisory
services. It is another top audit firm along with Ernst and Young, Deloitte and
PricewaterhouseCoopers. They have strength of 189000 people working in the company. This
firm was selected as it has an independent legal identity. The services which it offers are similar
to the professional services networks. It can be considered as the multidisciplinary entity which
provides legal services too. Their member firms’ purpose is to restrict the liability of the
independent members. They have also launched a campaign recently which was devised to
encourage more number of women for pursuing their careers in technology- based professions.

3COMPETITIVE STRATEGY
One of their branches is rated among the top ten companies for working mothers (Walker and
Madsen 2016).
They have come to this specific position by following certain business theories and
strategies. They have used a strategy by thorough research on the international business among
different countries. Cultural, administrative, geographic and economic factors were taken into
consideration for giving them a suitable position worldwide. The differences and similarities
among these dimensions can be an enhancing factor in the field of audit and tax services. They
have chosen their market in a way that the countries have something similar among them as in
the language or the boundary. The per capita income also plays a role in such cases if the
countries are all developed or developing. This makes the relationship economically meaningful
which has an impact on the trade and business. Their strategic points of keeping flat rate for the
services, not buying but taking on rent, experienced selling of the services and e- commerce have
given a new dimension to the services provided by KPMG (Grant 2016). They have also
initiated, ideated, integrated and implemented their services to give it a new range. Employees
enjoy flexibility both in time, space and style of working. This accounting firm not only keeps
their employees satisfied but also their clients. The employees are satisfied as the company leads
them in the right direction and provide them an opportunity to become confident in their personal
as well as professional life. This big well known firm provides a full range of services which are
measured to meet the special needs of the medium, fast growing and family- owned business.
They have a dynamic quality of giving advises to the clients in a digitally driven world. They
utilize their deep expertise in audit, assurance, tax and advisory services to work with renowned
clients and help them to find solution of complex challenges, direct change and disrupt sectors.
They have also used collaborative and innovative approach with their employees to offer

4COMPETITIVE STRATEGY
authentic and sustainable value for their clients. Apart from serving the clients, they also indulge
in voluntary services for the welfare of the community (Lee 2015).

5COMPETITIVE STRATEGY
Reference
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Grant, R.M., 2016. Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Hauptman, L., Horvat, M. and Korez-Vide, R., 2014. Improving tax administration's services as
a factor of tax compilance: The case of tax audit. Lex localis, 12(3), p.481.
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