THE MARKETING SYSTEM ANALYSIS

Running head: MARKETING SYSTEM ANALYSIS
MARKETING SYSTEM ANALYSIS
Name of the Student
Name of the University
Author Note

MARKETING SYSTEM ANALYSIS1
Table of Contents
Introduction......................................................................................................................................2
Royal Banking Commission............................................................................................................2
Commonwealth Bank role in Royal Banking Commission.............................................................2
Role in Marketing Systems..............................................................................................................4
Recommendation.............................................................................................................................6
Peer feedback...................................................................................................................................7
References........................................................................................................................................9

MARKETING SYSTEM ANALYSIS2
Introduction
The report will be based on a detailed review of the findings that have been gained by the
Royal Banking Commission based on the fraudulent activities performed by the banking or
different financial institutions. I will mainly discuss the impact of different fraudulent activities
with respect to marketing strategies that have not proved to be effective for the organizations.
Recommendations will be provided based on the ways by which the situation could have been
avoided by the organization and the alternative strategies that can be implemented as well. The
organization that has been selected for analysis in the report is Commonwealth Bank.
Royal Banking Commission
The Royal Banking Commission had been established in the year 2017 as a result of the
immense levels of pressure provided by public and the whistle blowers with respect to the
investigation needs to be conducted based on actions that are implemented by financial
organizations. The bribery based activities that have been performed by the banking and
financial institutions had also been a major reason behind the formation of The Royal Banking
Commission. The witnesses of various fraudulent activities had come forward with information
and this had led to the investigations that had been conducted by The Royal Banking
Commission (Royalcommission.gov.au 2020).
Commonwealth Bank role in Royal Banking Commission
The Commonwealth Bank of Australia or CBA is a global bank of Australian origin that
has its operations in New Zealand, the United Kingdom, the United States and different Asian
countries as well. The organization offers a wide variety of the financial services that include
institutional and business banking, retail banking, superannuation, management of funds, broking

MARKETING SYSTEM ANALYSIS3
and investment services and insurance (Commbank.com.au 2020). The Commonwealth Bank has
gained the position of the biggest Australian listed organization on Australian Securities
Exchange within the year 2015. Commonwealth Bank was established in the year 1911 by
Australian government and was further privatized in the year 1996 (Commbank.com.au 2020).
The Commonwealth Bank had faced major issues based on the operations that had been
performed by the organization in the last few years. The three major activities that had been
considered to be fraudulent by different institutions include home lending through the mortgage
brokers, fees for no service and Commonwealth financial planning (Commbank.com.au 2020).
Home lending through mortgages - The Royal Banking Commission had offered
recommendations related to the threats that are provided by the home lending through mortgages
by a major banking organization like The Commonwealth Bank of Australia. The Commission
had also threatened that competition can be harmed in a huge manner due to home lending based
activities that are performed by the bank. (Afr.com 2020)
Fees for no service - The Commonwealth Bank of Australia had also faced issues due to
the report provided by Royal Banking Commission based on fees that are charged by the bank
for no particular service. The service fees that had been paid by a majority of the customers were
actually not based on the services that are provided by the bank (Abc.net.au 2020).
Commonwealth financial planning - The Royal Banking Commission had also provided
a report based on financial planning based services that are provided by the Commonwealth
Bank. The Australian Securities and Investments Commission or ASIC had banned the financial
planning business of Commonwealth Bank. The financial planning had also been banned as the