This report provides a comprehensive analysis of the Commonwealth Bank of Australia (CBA), examining its strategic approach to the market. It begins with an overview of CBA, its history, and the range of services it offers. The report then delves into CBA's Segmentation, Targeting, and Positioning (STP) strategy, detailing how it segments the market geographically, demographically, and by services provided. It compares CBA's product and market orientation, highlighting its focus on both product quality and consumer needs. The value proposition and differentiation strategies are explored, including customer satisfaction surveys and innovative advertising. The report also covers customer needs, wants, and demands, as well as factors influencing consumer buying behavior. It analyzes the nature and level of competition, market positioning strategy, and Porter's Five Forces of Competition, providing insights into CBA's market leadership and competitive landscape. The analysis includes market nichers and the importance of Porter’s model for strategic decision-making. The report emphasizes innovation in technology and human resource development, along with the need to increase the customer base for long-term growth.
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