Human Resource Management and Marketing Strategy of ANZ Bank

The report evaluates the human resource management process of Air New Zealand limited and marketing strategy of ANZ bank. It measures the effectiveness of ANZ strategies and significant factors of labour relations. The report also discusses the cut down staff and hiring new staff versus retaining current staff. It further evaluates the PESTLE factors and effectiveness of ANZ strategies.

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Project Report: human resource management

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Contents
Introduction:.....................................................................................................................3
Human resources management:........................................................................................3
Company overview:..........................................................................................................3
Significant factors of labour relations:.............................................................................4
Organization perspective and trade union’s perspective:.................................................4
Cut down staff:.................................................................................................................5
Hiring new staff versus retaining current staff:................................................................6
Marketing strategy of ANZ:.............................................................................................7
Description of the ANZ strategies:...................................................................................8
PESTLE factors:...............................................................................................................9
Effectiveness of ANZ strategies:....................................................................................10
Recommendation:...........................................................................................................11
References:.....................................................................................................................12

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Introduction:
The study has been done on the marketing and the human resource management
process of an organization. The human resource management of Air New Zealand limited has
been evaluated to measure the factors and the perspective of the human resource. The human
resource management is the strategic process and the approach to manage the overall
operations and the activities of the company significantly. The overall factors and the process
of human resource of the Air New Zealand limited have been studied to enhance the overall
operations and the practice of the company.
In addition, the international marketing approach has been studied of ANZ bank
limited to measure the overall operations of the marketing. It is simply few marketing
principles which enhance the global marketing goals and objectives of an organization. In the
report, overall internal and external marketing perspective of ANZ bank limited has been
studied to reach over a conclusion over the marketing process.
Human resources management:
The human resource management is the strategic process and the approach to manage
the overall operations and the activities of the company significantly. It evaluates the
activities of the labour and the employees and motivates the employees of the organization so
that they could work efficiently and could enhance the overall operations and the approach of
the company. The overall process of the human resource is conducted to ensure that the
business is quite able to manage and achieve the success with the help of the employees. In
the report, human resource process of the company has been measured on the basis of the
human resource process of Air New Zealand limited.
Company overview:
Air New Zealand limited is a New Zealand transport company which mainly operates
in the aviation industry. The company has scheduled 31 international and the 20 domestic
flights in 19 countries. It is operating since 1940 in the market and the revenue of the
company was NZ $ 5231 million in 2016 (Executive, 2018).

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Significant factors of labour relations:
The Air New Zealand limited has managed the human resource process in such a way
that the employees could feel motivated and connected to the business and enhance the
overall operations and process. Few significant factors of labour relations of Air New
Zealand limited are as follows:
Communication:
Communication is one of the crucial factors which impacts on the employee relation
of the company. Air New Zealand limited has set the process in such a way that all the
employees who feel they could be heard, air grievances and have higher morale. The
company has launched various new technologies to hear the issues and the problems in the
employees directly (Bratton & Gold, 2017).
Wages:
Wages is one of the crucial factors which impacts on the employee relation of the
company. When an organization pays the wages and the salaries to the employee on the basis
of the industry standards and the efforts of the companies then the employee get motivate to
work smoothly. Air New Zealand limited has set the salaries and the wages according to the
industry standards to enhance the motivation among the employees.
Company culture:
Culture of an organization is also one of the crucial factors which impacts on the
employee relation of the company. Each organization has their own culture which
encompasses various things and manages a relationship with the employees. Air New
Zealand limited has set a good culture which helped the company to enhance the overall
operations (Dowling, 2008).
Organization perspective and trade union’s perspective:
Unions are the group of employees which represents about the collective interest of the
employees towards an individual thing. Union collectively negotiates the wages rate, working
hours and benefit etc. of the workers for collective approach and the goals of the company.
Staff resources of an organization explain about the required resources of an organization.
The organization always thinks to reduce the staffing resources so that they could reduce the

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overall cost and the associated cost of the company whereas the union always believes that
the available resources must be enough for the workers so that they could work effectively.
In case of budget limitations, the organization always thinks to manage and reduce the
level of the staff so that the cost could be reduced and the performance of the company could
be managed but the union perspective explains that an organization could not fire the
employee all of sudden. They have to go through an ethical and legal process and must have
notice prior to a month so that they could manage and search other job accordingly (Cascio,
2018).
In case of restructure the business, an organization believes that either they could
transfer the employees from one department to other and promote and demote them
according to the their work and the efficiency whereas the union perspective believes that an
employee must not be demoted and if the organization want to restructure the business than
they must hire new employees on that post. Union believes that an employee never want to
come out through the comfort zone.
Lastly, the streamlining is the process in which work structure is changed by the
organization to make the work easier and simpler for the employees. The organization
explains that the organizational system must be upgraded with the time to make the work
mode easier and faster whereas the union perspective explains that the employees are not
trained about the new system so either comapny should not opted it or if an organization
does, than they must conduct a proper training program for the employees (Armstrong &
Taylor, 2014).
Cut down staff:
Cut down staff is a term which is used in the organization to reduce the number of
employees from the company because of any internal and external issues. Cutting down of
staff is amongst the one of the crucial topics of human resource management in which
employers conduct a scrutinize process and fire the employees from the company. The
information of cutting down of staff must be communicated by the employers to the internal
and external stakeholder of the business. Below are few methods through which the
organization could communicate about the cut down staff:
Annual meetings:

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Business could relay on the cut down staff in annual meeting to the internal
stakeholders. Such as, if the Air New Zealand limited wants to reduce the staff in the
company than they could propose the matter in the annual meeting or the general meeting of
the company and could discuss the case with all the relevant people.
Annual report:
Further, if the business could relay on the cut down staff to the external stakeholders
of the business then they could convey the information through the annual report to the
external stakeholders. Such as, if the Air New Zealand limited wants to reduce the staff in the
company than they could explain the matter in the annual report of the company and could
convey the reason behind the cut down staff.
Hiring new staff versus retaining current staff:
Restructuring is the process in which the organizational structure us changed by the
company to manage the operations and the functions of the company. The restructuring of an
organization could be done through changing in the ownership structure, demerger, crisis
issues etc. In case of restructuring, an organization could either hire new staff or retain the
current staff and transfer them into the other department according to the needs. The Air New
Zealand limited could follow the below methods to make a decision about the retaining and
hiring the staff:
Layoff:
Layoff is an action in which employees are terminated by the employee because of
lack of work. In case of restructuring, the company should evaluate such people and fire them
from the organization to enhance the work efficiency. The Jackson, Schuler & Werner,
(2009) adds that the layoff is one of the better processes to make the business structure more
efficient and effective. The entire employee with lack of people would be replaced by the
experience and active employees and it would help the company to achieve the common goal.
The Toyota has laid off the employees and hires new employees to enhance the
overall revenue and the performance of the company. This process helped the company to
manage the overall performance in the market.
Outsourcing:

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Outsourcing is a process in which the employers take the help of the other
organizations to outsource some of the work. In case of restructuring, the company should
evaluate the work and must take the help of the other companies to enhance the operations.
The Boxall & Purcell, (2011) adds that the outsourcing is one of the better processes to make
the business structure more efficient and effective. The entire products and the services which
could not be manufactured and offered by the organization could be outsourced from the
other company.
The Apple has outsourced some of its part from the other countries and the company
to enhance the performance and the effectiveness of the products. This process helped the
company to manage the overall performance in the market.
Marketing strategy of ANZ:
Market entry strategy The company has used the
diversification strategy to
enter into the international
market.
The company has entered
into the ASIAN PACIFIC
countries to enhance the
market base.
Product The main products of the
company are finance and
insurance, corporate banking,
consumer banking,
investment banking, private
banking, private equity,
credit cards etc.
Company has offered almost
same product to each of the
country and the customers of
the business (Anderson,
Narus & Narayandas, 2009).
Pricing The company is using the
price leadership strategy.
This strategy is used when a
leading company in the
industry sets the price of the
services.
Promotion and sales The company is using Some of the promotional

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various marketing campaign
to promote the product.
campaign of the company
are:
“Your game, your way”
“Download grow by ANZ”
“ANZ buy ready, Be ready to
make your move.”
Distribution The company has expanded
its branches around
Australia, New Zealand and
south east Asia. The
company has used the Super-
regional strategy to become
the best connected bank
(Kotler, 2015).
This stagey explains that the
services could be availed by
the customers from
anywhere.
Technological advances The technological factor of
the company explains about
higher innovation and
technology advancement.
Company ha launched
various new technologies to
make the bank more
competitive.
The technology advancement
of the company explains
about the better changes into
the organization.
Description of the ANZ strategies:
The ANZ bank has used various marketing strategies to enhance the market share and
grab the more market of the banking industry in Australia and the Asia pacific market. The
company has targeted the customer from the social media. ClickZ (2018) explains that the

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business has renowned the speedy adoption of social media and digital media. In social
media, Instagram is highly focused by the company to grab the more customers.
The main pillar of the marketing strategies of ANZ bank is as follows:
Experience:
The fist channel of the customer experience involves the managing and mapping the
customers journey and ensure that entire interaction with the brands are smooth and possible.
In recent advertising campaign, ANZ bank is offering the ready home to the clients (Mullins
et al, 2010).
Content:
The other channel of the marketing strategy includes the content marketing. ANZ has
recently launched new online media publications. In recent timing, ANZ bank has hired the
journalist to manage the content of the company.
Data and analytics:
The third pillar of the company is data and analytics which are difficult to examine
from the outer source of the company. The company has evaluated all the data and make sure
that the entire customers of the industry could be grabbed by the company on the basis of
that.
Omni channel:
The breath amongst the channel of the marketing is other pillar which has also been
considered and evaluated by ANZ to manage the overall operations and the significance in
the market (annual report, 2018).
PESTLE factors:
Political factors The business environment and the changes
into the political parties affect the rates of the
bank due to which the company has chosen
the diversification strategy.
The war in the US and its allies has also
impacted on the overall business of the

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company and due to which the company has
expanded the business at international level.
Economical factors The world economy has expanded by 5.4%
from last year which has helped the company
to grab more market share.
The company has entered into the Asian
market and the New Zealand to reduce the
level of thereat from the economical factors
(Hollensen, 2010).
Social and economical
factor
The social factors impose various risks over
the financial institutions. Due to it, the ANZ
bank has developed a social policy to
monitor and identify the potential social risk
of the company.
The bank has made the changes into the
decision basis about the society and manages
the CSR policies to reduce the risk level.
Technology factor Technological factor also plays an important
role in the business. The ANZ bank has
invested in the research and development
department to mitigate the technological risk
(Best, 2012).
Legal factors The legal factors also play a huge role in the
financial institutions. The ANZ has set up the
process according to the banking act to save
itself from any sudden risk.

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Effectiveness of ANZ strategies:
On the basis of the study, it has been measured that the ANZ bank has expanded its
market at huge level in last few years. The performance of the company explains that the
diversification strategy, loyalty strategy, globalization, technology advancement, legal
strategies etc of the company are quite compatible and it has helped the business to enhance
the market base and the overall position of the company.
On the basis of the study, it has been found that due to these strategies, the market
base, industry level, overall growth of the company, revenue of the company etc has been
enhanced and improved the overall performance of the company.
Recommendation:
On the basis of the overall study over the ANZ bank and its marketing strategy, it has
been measured that the company should follow the below strategies to enhance the market
base and the overall performance of the company:
 Increment in the customer loyalty
 Better establishment of the brand
These strategies would help the company to enhance the market base and overall
position in the Australian and Asian market.

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References:
Anderson, J. C., Narus, J. A., & Narayandas, D. (2009). Business market management:
Understanding, creating, and delivering value. Pearson Prentice Hall.
Annual report. (2018). Australia and New Zealand bank. (online). Retrieved on 15/6/2018
from: https://shareholder.anz.com/sites/default/files/2017_anz_annual_report.pdf
Armstrong, M., & Taylor, S. (2014). Armstrong's handbook of human resource management
practice. Kogan Page Publishers.
Best, R. (2012). Market-based management. Pearson Higher Ed.
Boxall, P., & Purcell, J. (2011). Strategy and human resource management. Palgrave
Macmillan.
Bratton, J., & Gold, J. (2017). Human resource management: theory and practice. Palgrave.
Cascio, W. (2018). Managing human resources. McGraw-Hill Education.
ClickZ. (2018). ANZ uses the instagram to target new generation. (online). Retrieved on
15/6/2018 from: https://www.clickz.com/anz-uses-instagram-to-target-a-new-
generation-of-banking-customers/26086/
Dowling, P. (2008). International human resource management: Managing people in a
multinational context. Cengage Learning.
Executive. (2018). Air New Zealand limited. (online). Retrieved on 15/6/2018 from:
https://www.airnewzealand.co.nz/executive
Hollensen, S. (2010). Marketing management: A relationship approach. Pearson Education.
Jackson, S. E., Schuler, R. S., & Werner, S. (2009). Managing human resources (p. 358).
Mason, OH: South-Western Cengage Learning.
Kotler, P. (2015). Framework for marketing management. Pearson Education India.
Mullins, J. W., Walker, O. C., Boyd, H. W., & Larréché, J. C. (2010). Marketing
management: A strategic decision-making approach. Boston: McGraw-Hill.

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