Critical Review of CBA's Role in the Australian Marketing System

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Critical Review
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Table of Contents
Introduction......................................................................................................................................3
Institution’s role in Royal Banking Commission report..................................................................4
Role within a Marketing System.....................................................................................................5
Recommendations............................................................................................................................6
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Introduction
The given report it deals with the marketing system and how it work in the market and in the
world. One of the Australian organizations whose name is Commonwealth Bank of Australia
(CBA) in the marketing system. Basically marketing system is the network in the market which
shows a communication between buyer and seller on the basis of the product. Various things are
included in the marketing system such as market players, suppliers and business environment.
Marketing system also plays an important role such as to increase the sale by studying the
market.
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Institution’s role in Royal Banking Commission report
The main role of Royal banking report is to find out any misconduct done by any of the baking
company in the Australia. Misconduct such as fraud, any criminal activity or money robbery etc.
it is a very useful report to analyze all the banking information as well as their history so that
they can find out the bank that is doing misconduct. Commonwealth Bank of Australia (CBA)
one of the Australian bank which provide financial facility to the people in the Australia. It has
many other branches outside the country such as in New Zealand, Asia, and U.K and in U.S.A. it
provides financial services mostly to the business such as to the wholesaler, to the retailer and
also to some of the banking institutes. It is one the biggest Australian bank whose is listed in the
stock exchange of the Australia (Cairns, 2019).
The information has been tells that the CBA was caught while doing some criminal activity with
their customers. Any misconduct had done by the banking company will be automatically trace
by the Royal Banking Commission team. the effect of misconduct is that the share value has
been decrease in the stock market and also its image will decrease and create negative impact in
the mind of the individual in the Australia as well as at all the places where it bank is situated. It
also affects its profitability as people will withdraw their investment as they feel that their
investment is at the risk and the bank get dissolved at any time so it is better to withdraw the
investment, also investors such as shareholders, debenture holders etc. will also withdraw their
investment as the company will unable to provide return of their investment. Any misconduct is
very much harmful of the company in declining the image as well as goodwill in the
market(Levy, 2018).
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Role within a Marketing System
After found guilty in the misconduct done by the banking company in the Australia, it will lead
to downfall in the international market as well downfall of the business. Now the main
discussion is how to overcome the problem faced by the bank. It main thing is how to rebuild the
image in the market. Under the CBA the problem is faced by many shareholders and also it will
create risk as their investment is at the risk. There are various other factors which are to be faced
by the bank such as inside factors belongs to employees such as their salary, their working
management and also most important is that their job risk as the working is closed in the office
which means that the workers are to be removed so that the company can decrease the loss. The
main problem is questioned is about the honesty. Various other issues based on the culture,
structure and regulation(Cairns, 2019).
The main objective of every company whether financial institute or non-financial institute such
as banking institute is to earn profit. The main aim of the CBA is to sell the credit card insurance
to all the unemployed workers so the best marketing system theory which can be applied here is
the consumer decision making process. Almost 64000 credit cards insurance has been provided
for earning the profit. It also shows the breaking of the trust of the customer. It is clear from the
report that the main priority is based on the earning of the finance and gain income which results
in the declining of the life of the customer based on the quality. It helps in raising the question
about the culture of the bank. Now the main thing is that there should be worked according to the
need of the government and also to fulfill the entire requirement that the government is required
so that no problems may occur in the future. As been a fair working the main aim is to provide
positive quality that the organization can able to fulfill the promises of the customer which is
important to achieving the customer satisfaction(Levy, 2018).
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Recommendations
As the culture is changing by passing the time the main thing is to adopt the changes in the
company so that better working can be done as well as the management can be easy. As the bank
is work on the basis of leadership, the main thing is that top level management has to make all
the decision which is favorable to the company as well as to the outsiders so that proper working
can be possible in the company(Cairns, 2019).
The work should be done by taking proper mind set and the mindset should be growing not or on
the fixed basis. As the mindset is growing the most important is that every employee will feel
more confident as well as more committed towards its work. It also helps in making innovation
in the company so that growth can be made. It also helps to gaining more knowledge as well as
talent will be judge on the basis of the work. Various rewards should be provided by the
company so that it will motivate to workers as well as it will helps in increasing the efficiency of
the work and the goals can easily achieved, which results in the earning of the profit of the
company. So for the CBA it is also important to keep growing mind set so that it helps in the
growth of the company(Levy, 2018).
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References
 Cairns, G., 2019. A critical review of evidence on the sociocultural impacts of food
marketing and policy implications. Appetite.
 Levy, S.J., 2018. A marketing identity is flourishing. AMS Review, 8(1-2), pp.18-19.
 Murad, S.A., Murad, D.F., Wandanaya, A.B. and Fernando, E., 2018, July. Critical
Success Factor Online Service Quality in Online Marketing: A Systematic Literature
Review. In 2018 10th International Conference on Information Technology and
Electrical Engineering (ICITEE) (pp. 158-163). IEEE.
 Saunders, S.G., Barrington, D.J. and Sridharan, S., 2015. Redefining social marketing:
beyond behavioural change. Journal of Social Marketing, 5(2), pp.160-168.
 Wong, D.T. and Ngai, E.W., 2019. Critical review of supply chain innovation research
(1999–2016). Industrial Marketing Management.
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