This report provides a comprehensive marketing analysis of Westpac Banking Corporation's insurance services in the Australian market. It begins with an overview of Westpac's services, including car, home, and business insurance. The report then delves into the competitive landscape, highlighting key players like Commonwealth Bank and NAB, and assesses the external environment using PESTLE and Porter's Five Forces frameworks. It examines political, economic, social, technological, legal, and environmental factors impacting Westpac. The analysis also includes market segmentation, target market identification (those purchasing vehicles, houses, or starting businesses), and a positioning statement. The conclusion emphasizes Westpac's strong market position and the effectiveness of its marketing efforts. The report is a group assignment for the HI5004 Marketing Management course, fulfilling the requirements of a semester-long marketing plan project.