Marketing Proposal: Evaluating Opportunities for ANZ Bank

This project presents a comprehensive marketing proposal for ANZ Bank, focusing on identifying and evaluating marketing opportunities within the financial services industry. The proposal begins by outlining ANZ's business goals and operating philosophy, followed by an analysis of the bank's current market position, including its client base, market size, and the services it provides. The analysis includes an examination of ANZ's strengths, weaknesses, opportunities, and threats (SWOT). The project further delves into the target market, product offerings, promotional strategies, and pricing models. It also explores the bank's financial performance, resource allocation, and skill sets. The proposal provides insights into client expectations, external influencers, and strategies for differentiating ANZ from its competitors. Detailed analyses of ANZ's top three clients are included, alongside recommendations for future services and strategic adjustments. The project concludes with a focus on actionable strategies and recommendations designed to enhance ANZ Bank's market position and achieve its business objectives. The project is contributed by a student and is available on Desklib, which provides all the necessary AI-based study tools for students.

Subject: Identify and evaluate marketing opportunities in the finance services industry
Develop a Marketing Proposalfor ANZ Bank
What is your ultimate business goal? The goal is to create a world in which
individuals and communities succeed. They
are seeking to construct a stable, sustainable
economy in which anyone can participate and
make a brighter lifestyle for them.
What is your operating philosophy?
Identifying opportunities for your firm:
Type of businesses with which your existing clients are related: ANZ is come under the
banking industry and their existing client is Australia.
Do you have more clients in one group than the others: NO

Is this an industry in which we have special expertise?
YES
Are there benefits to widening exposure in this industry?
 Increase in customer base and revenues
 Have access to more number of resources
 Gain competitive advantage
 Can hire excellent candidates
Who are your clients?
What is our market size? ANZ and its subsidiaries employ 51,000
people and services around 9 million clients
globally. In Australia, the bank has about 570
locations and provides services to around 6
million people.
What industry? ANZ is banks which provide all the financial
solutions to many countries.

What services can we provide these clients?
What are our clients seeking from us?
The ANZ Group offers a diverse variety of
banking and financial services to retail, small
company, corporate, and commercial clients.
Retail Distribution entails the extensive
regional branch network, calling centers and
property experts that offer clients with
services such as loans, credit, and debit cards.
They are also offering banking services to
medium to big enterprise consumers, small
entrepreneurs and agricultural clients along
with to the customers of Pacific Islands and
New Zealand.
The clients are looking for services that are
able to fulfill their need in terms of financial
solutions.
Have we lost any clients?
Why did we lose them?
In 2018, ANZ was failed to precisely confirm
the living costs of home loan customers that is
known to the bank by mortgage brokers,
realizing that it was the duty of brokers and
due to computing troubles, the bank charge
incorrect interest to 500000 home loan

customers for 10 years resulting in an
overcharge of $90 million to the consumers.
And due to this, they have lost many
customers. Also the issue between US and
China is creating impact on banks in which
ANZ can stop their services in China which
can lead to a huge loss to the bank.
Analyze your top 3 clients:
Client Service Provided Future services
Australia All banking services and
commercial and retail
banking are dominant.
Continue to provide all the
financial services
New Zealand Banking services, asset
financing, investments and
payment solutions.
It will make sure offer all the
services related to financial
terms.
Asia- Pacific regions (China,
Vietnam and Indonesia)
Technical assistance in the
areas of risk management and
retail and small company
banking solutions to Vietnam.
The conflict between US and
China leads a great impact on
the operation of ANZ in
China leading ANZ to pull

Also provide the sale of its
Asian retail and wealth
management divisions to
Singapore's Development
Bank
back the bank from the
markets of China.
External
influencers
Who are they?
What is their
role,
relationship,
and or
influence with
your firm?
What services
or interactions
do they provide
to us, or we
provide to
them?
What are their
expectations of
our firms'
activities and
performance?
What can our firm
do to meet their
expectations/needs?
Customers are
the entities for
which the
organization
operate to
provide them
with services.
Customers: The
firm is working
for them to
provide the
banking
services.
ANZ is
providing all the
financial
banking services
to them.
The customers
expects from
ANZ to offer
financial
services along
with the interest
rate which is fair
to them.
The cam make sure
to fulfill the
requirements of their
customers by
offering them
services which they
required and also
ensure a prompt

reply from their side
whenever the client
needs.
Suppliers
dependent on
businesses to
keep buying
their products in
order to keep
their own
revenue as well
as long-term
monetary
security
Suppliers Depositors are
bank suppliers.
Depositors are
often persons
looking for a
secure
investment for
their funds.
They expect that
firm can give
high rate of
interest.
The can provide
with a moderate
interest rate so that
they can fulfill the
needs of supplier as
well as able to
perform in a
productive manner.
Governments
can implement
new laws, adjust
tax rates or alter
government
budget ratios in
manners that
Government Government
rules and laws
have a broad
influence on the
economy and
have a direct
influence on the
The firm expects
the government
to maintain the
laws and
regulation in
which they are
The firm can
maintain their
customer base by
providing adequate
services to them

influence
business,
activities of
financial entities
working.

Differentiating yourself:
What are our specializations? Mortgages, consumer finance, asset finance,
institutional financial services and treasury &
group centre with dominant in commercial
and retail banking.
What are our technologies? Red Hat OpenShift, P2P payments, Cloud
computing
What are our skills? Communication skills, team coordination,
leadership
What services do we provide? Payments and cash management, trade and
supply chain, financial markets and corporate

finance
Strengths  Product portfolio diversification
 Also has large market share in
Australia, New Zealand, and the
Pacific Islands.
 Excellent financial situation
 Provides financial services such as
banking, asset finance, investments,
and payment solutions.
Weaknesses  Global exposure is minor
 Increased market share is challenging
due to stiff competition from current
businesses.
Opportunities  The first Australian bank to be granted
a license to do retail business in
China
 There is a significant chance for

growth in the Thai market
 Great potential for growth in Asian
regions such as India
Threats  Australia's and New Zealand's
economies are weakening.
 Changes and volatility in the
Australian financial sector
 Increased rivalry from global banks in
Australia and the Pacific area.
Target Market Small, medium, large enterprises and all
kinds of individual customers
Product  Accounts at financial institutions
Term deposits and daily or savings
accounts
 Credit cards, low interest rate,
frequent flyer and platinum incentives
 Home mortgages investing,

refinancing, and purchasing real estate
 Loans for individuals car and travel
loans, debt consolidation and
overdrafts are all available.
 Assurance insurance for the home,
life, mortgage and car
Area Australia, New Zealand, Asia Pacific and
other countries
Promotion Promotional emails, direct selling or high
profile advertising, TV advertising
Price Price penetration strategy, skimming strategy
Analyzing your firm:
How much have we invested in the past three
years?
AU$28475 million from 2018 to 2020
What is the annual rate of return of
investment?
1.00% p.a.
Are our current fees adequate, and do they
relate to the market expectations?
It is adequate and they are related to market
expectations.
Is there a requirement to develop new service NO

requirements?
What skills do we currently have, and is the
need for more?
They are offering their financial services
worldwide with dominance in providing retail
and commercial services and they do not
require more.
Are current resources adequate? YES
What do they currently cost, and are they
likely to increase?
28.77 AUD and it will more likely to increase