MKTG101: Marketing Management Report on Commonwealth Bank of Australia

This report provides an analysis of the marketing management strategies employed by the Commonwealth Bank of Australia (CBA). It begins by examining customer information collection and verification processes, highlighting the forms used and the subsequent verification steps. The report then delves into marketing research and planning, including a 5Cs analysis (Company, Customers, Collaborators, Competitors, and Context) to provide a comprehensive overview of CBA's market position. An introduction to the company details its multinational presence and the range of services it offers, including commercial services, fund management, and wealth management. The report outlines CBA's customer base, the products and services provided, and its extensive ATM and branch network. It also identifies key collaborators, such as Austrade, and discusses the bank's positioning and target market. Furthermore, the report analyzes CBA's main competitors within the Australian banking sector, including National Australia Bank, Westpac, and ANZ, and discusses the competitive landscape. Finally, it explores the broader context of the global economy and potential risks, such as foreign exchange rate fluctuations and counterparty obligations, that could affect CBA's activities and profitability. The report concludes by emphasizing the bank's transparency with customers and its strong reputation within Australia.

RUNNIN HEAD: MARKETING MANAGEMENT OF COMMON WEALTH BANK OF AUSTRALIA
COMMON WEALTH BANK
MARKETING MANAGMENTT
COMMON WEALTH BANK
AUSTRALIA

MARKETING MANAGEMENT OF COMMON WEALTH BANK 1
Contents
Customer information collection and verification:..........................................................................2
Marketing research and planning:...................................................................................................2
5cs of Common Wealth Bank of Australia......................................................................................2
Introduction of company:.............................................................................................................3
Customers of the company:..........................................................................................................3
Collaborators:...............................................................................................................................3
Competitors:.................................................................................................................................4
Context:........................................................................................................................................5
Conclusion:......................................................................................................................................6
References:......................................................................................................................................7
Customer information collection and verification:

MARKETING MANAGEMENT OF COMMON WEALTH BANK 2
Information and collection and then verification of data of every customer is the procedure of
every bank. In the case of Common wealth bank, to know his customer information they provide
them some forms to fill up. After filling the form the verification process is being done, after this
whole procedure, the customer is now capable to use the facilities of the bank. Here the sample
of the form:
Marketing research and planning:
5cs of Common Wealth Bank of Australia:
Introduction of company:
Common wealth bank is a multinational bank in Australia with business across Fiji, New
Zealand, Asia, United Kingdom, and United States. Common wealth bank provides many
services as such commercial services, fund management, investment, insurance, and broking

MARKETING MANAGEMENT OF COMMON WEALTH BANK 3
services, product, global wealth management, private euite. The bank has been founded by the
Australian government in 1911, headquarters of the bank is situated in Darling harbour Australia.
Customers of the company:
The product and services provide by the bank to the customer as such credit cards, loans,
transaction and saving account. Common wealth bank has the largest network of ATM and
branch. The bank structure include some services as such:
Marketing Banking Services: This services are provided to the small business and personal
customers (Parente, and Strausbaugh-Hutchinson, 2014).
Premium Business services: Premium business services are provided to institutional clients and
global markets.
Wealth Management: the wealth management brings the group of fund management platforms,
principal funds, and insurance, financial advice business funding together (Armstrong, et al.,
2014).
Collaborators:
The common wealth of Australia decided to collaborate with Austrade Company to expand the
finetech innovation between the UK and Australia. The segment of the common wealth bank are
the Australian people and international clients. The positioning of this bank are provide services
in effective manner to his customers and clients. Target group of the bank are Australian citizens,
and business demanding banking services (Lockrey, 2015). The bank has own brands such ASB
bank, Commonwealth security limited, Common wealth insurance limited (Baker, 2014).

MARKETING MANAGEMENT OF COMMON WEALTH BANK 4
Organizational structure of common wealth bank of Australia
Competitors:
The main competitors of the common wealth bank are:
1. National Australian Bank
2. Westpac
3. ANZ
These are the four big banks in Australia. These banks are called the “four pillars” in Australian
market. Every bank wants that their customers feel free to access their data, lower bank fees,
they can see their credit card interest rates. But all these things are depend on the Australian
customers some has the issue that even it is the easy process, but there is a guarantee issue.

MARKETING MANAGEMENT OF COMMON WEALTH BANK 5
Context:
In the global economy the bank activities and profits are usually affected by the investors. A
week economy of the bank can lead decline in the growth and profitability. The main threat of
the common wealth bank has that due to foreign exchange rates this bank can face the risk. Also
the common wealth bank, due to counter party are not being able to achieve their obligation
influx can face the risk.
Conclusion:
The conclusion of the whole study of common wealth bank is shows that it has the transparency
with his customers and distributors. This bank is known as one of the top banks in Australia. The
Australian people trust more in this bank to invest their money.
References:

MARKETING MANAGEMENT OF COMMON WEALTH BANK 6
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Lockrey, S., 2015. A review of life cycle based ecological marketing strategy for new product
development in the organizational environment. Journal of Cleaner Production, 95, pp.1-15.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.