Marketing Audit Report for Commonwealth Bank of Australia | Desklib

Running Head: MARKETING AUDIT REPORT
Marketing Audit report
Student's Name
Institutional Affiliation
Date

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Table of Contents
1.0 Background................................................................................................................................3
2.0 The company’s stakeholders, their interests and requirements.................................................4
2.1 Customers..................................................................................................................................4
2.2 Community................................................................................................................................4
2.3 The people.................................................................................................................................4
3.0 How the company communicates to stakeholders.....................................................................5
3.1 Creating the market....................................................................................................................6
3.2 Annual General Meeting............................................................................................................6
3.3 Creating the brand......................................................................................................................6
3.2 Advertisers.................................................................................................................................7
3.3 Key marketing...........................................................................................................................8
4.0 Recommendations for the company..........................................................................................9
4.1 Originality..................................................................................................................................9
4.2 Applicability............................................................................................................................10
5.0 Conclusion...............................................................................................................................11
References......................................................................................................................................12

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1.0 Background
CBA (Commonwealth Bank of Australia) is an Australian transnational financial institution with
its operations in Fiji, New Zealand, USA, United Kingdom, and Asia. The company was
established in 1911 (Adzis, Tripe, & Dunmore, 2010). CBA offers a wide range of monetary
services comprising business, institutional, and retail banking, insurance, and financial
management. The company was awarded the Asian Banker Transaction Banking Awards in
2009, the award which highlights yearly attainments of financial institutional all over the world
recompensing endeavors for product, operational merit, and market share. Sustainability refers to
the fortitude of processes and systems. The key factor in sustainability is viable growth that
include the four unified areas: economics, ecology, culture, and ecology. CBA is an Australian
financial institution that is famous for offering a number of financial and banking services and
products to business, institutional, and retail customers in different nations. The firm offers
banking services and products to many nations such as United Kingdom, New Zealand,
Australia, and Asia Pacific. Diverse forms of banking facilities and products offered by CBA
include savings account, transaction accounts, credit cards, term deposits, home and personal
loans, economic planning facilities; superannuation goods, foods for students and youth, car,
youth, life, loan and credit card security, insurance services, online and global banking facilities,
and income protection. The firm is also famous for offering business banking facilities like credit
cards and business accounts; merchant services, overdrafts to the clients, and business loans.
Moreover, CBA also offers facilities and products for purposes of helping institutional and
corporate customers for handling the liquidity and cash flow (BLICKLE & BROWN, 2018).

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2.0 The company’s stakeholders, their interests and requirements
Commonwealth bank of Australia is dedicated to offering good results for clients, winning back
the society’s trust and confidence, reliably satisfying customer demands and providing long-term
and sustainable value to its shareholders (Otchere & Chan, 2003).
2.1 Customers
Customers in the firm are involved in a number of ways, involving through complaint channels
and customer feedback, workshops, surveys, external dispute resolution organizations, and
customer representative groups. Customers can also contact us via phone, electronically or post.
The firm has a customer activist occupation to support responsibility for rational customer results
and provide a more customer-centered means to the company’s business.
2.2 Community
The Bank’s engagement with its societies offers perceptions into refining products and services
to attain the varying public demands. Commonwealth bank of Australia interacts with members
and community organizations through indirect and direct channels, as well as external
consultative boards, meetings, provision of events and summits, and industry memberships.
2.3 The people
The firm’s recognizes the significance of different personnel and the necessity of people to
reveal to the local communities and customers. It is dedicated to forming and upholding a
comprehensive working culture that offers sustainability to the company and its prospect. The
obligation is voiced in the company’s inclusion and diversity policy and ranges to every part of
the organization including talent development, identification, recruitment, distribution of duties,
Board engagements, employee retention, performance appraisal, promotions, coaching and