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Introduction to Marketing | Paper

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Added on  2020-04-01

Introduction to Marketing | Paper

   Added on 2020-04-01

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Marketing Report Introduction to MarketingANZ Banking Group
Introduction to Marketing | Paper_1
Introduction to Marketing 1Executive SummaryThe aim of this paper is to develop an understanding of the various skills and knowledgerequired for analysing the internal as well as the external environment of any organisation andidentifying the various innovative offering of the company to the customers in terms ofinnovative products and services based upon the outcomes of the environmental scanning. Thereport will highlight the internal analysis of ANZ Banking Group, the external analysis ofAustralia, target market for the new product or service to be launched by the organisation. Thelater part of the report will have its focus upon the marketing strategies that will be used by ANZto have effective marketing of its new service and to grab the attention of the customers. Thereport will sum up with a concluding paragraph highlight insights of the report.
Introduction to Marketing | Paper_2
Introduction to Marketing 2ContentsExecutive Summary.........................................................................................................................1Section 1: Introduction and background to the company................................................................2Section 2: Analysis of the marketing environment (external & Internal).......................................2Internal Analysis..........................................................................................................................2SWOT Analysis.......................................................................................................................2External Analysis.........................................................................................................................4PESTEL Analysis........................................................................................................................4Section 3: Recommendation............................................................................................................6A.Target Market.......................................................................................................................6B. New product/new services description...................................................................................6C. Marketing Mix relevant strategies..........................................................................................7Section 4: Conclusion......................................................................................................................9References......................................................................................................................................10
Introduction to Marketing | Paper_3
Introduction to Marketing 3Section 1: Introduction and background to the companyThe Australian and New Zealand Banking Group Limited, well known and recognized as ANZ isone of the leading banks of Australia and New Zealand which governs a strong market share inthe banking industry. There is a strong presence of ANZ in terms of market capitalisation inAustralia. There is also a dominance of ANZ Bank with its strong retail as well as commercialbanking services and operations. There is continuous use of innovative technologies andpersonalization and customization of services in the banking sector. The company wasestablished in the year 1835 and its headquarters are established in Melbourne. The organisationhas vast business operation in almost thirty two nations with around more than 50,100employees. The organisation serves institutional clients, corporate clients, small businesses andretail businesses by its vast banking as well as financial services. There are customers who arefrom varied social status, age groups as well as backgrounds demands for customized bankingservices (ANZ, 2017). Thus, the ANZ is planning to offer these personalized services to theclients and there the report will present the marketing strategies for offering the new services tothe varied client groups. Section 2: Analysis of the marketing environment (external & Internal)Internal AnalysisSWOT AnalysisStrengthsANZ is one of the largest banks of New Zealand and the fourth largest bank in Australiafrom the market capitalization aspect. The product portfolio of ANZ bank is highly diversified and there is reduces risks ofoperations and business because of number of diversified products.The company owns a strong and major market share in Pacific nations, New Zealand andAustralia. The company holds a strong financial position which offers resilience to the adversemarket conditions and save the bank from major threats.
Introduction to Marketing | Paper_4

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