The Case for Repositioning a Bank
Introduction/Facts of the Case
ANZ bank is over 170 years old providing a range of banking and financial products and services to more than 5.7 million retail customers on a global scale (case). . Offering 817 branches and 2600 automated teller machines (ATMs) all over Australia, ANZ is ranked in the top 4 banks in Australia along with Commonwealth Bank of Australia, National Australia Bank Ltd (NAB) and Westpac Banking Corporation.
This report will identify the current position of ANZ, and how they are attempting to reposition themselves in the financial services industry. The case highlights the strengths and weaknesses of ANZ and how effective their current marketing strategy is. The strengths of
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***************theory
ANZ is rebranding and repositioning itself it the market to appear more appealing to customers. They are moving from an outdated brand and position of ‘ANZ Now’ to a new brand identity and positioning strategy of ‘We live in your world’ implying a modern and fresh new feel to the company. Throughout the rebranding and repositioning process, ANZ is using a customer-led marketing approach by trying to find what customers want and giving it to them (Hooley, Piercy & Nicoulaud, 2012).
However, ANZ is a very large firm which affects rebranding, creating a gap in the communication between the firm and their consumers. The slogan ‘We live in your world’ has been adapted to try and differentiate ANZ from its competitors in terms of customer satisfaction; however it has not been aimed consistently across all ANZ’s communication activities. This has resulted in confusion of the customers as well as a lack of awareness of ANZ’s message. Mayer (1975) found that larger firms can generally find it harder than a smaller firm to implement change across the whole organisation effectively and efficiently.
Resources and Capabilities
A resource is anything that is considered to be thought of as a strength or weakness of a firm and may be defined as those tangible and intangible assets that are tied to the firm (Wernerfelt,
Acquisition and organisation of resources can be critical success factor in an organization. While on the other hand, change requires a firm to gain expand and utilise resource such as human, financial, knowledge as a crucial asset. Resource based approach supports this view and as Tywoniak (2007) claimed by that resource based view is the most dominant theory in history of management. This is achieved by targeting state of sustained competitive advantage by controlling resources and capabilities. This view emphasis on the need for a ‘fit’ among capabilities and external market, and since each firm has unique capabilities and resources, this result in achieving strategic
Resources include any physical items, expenses or other costs. This can be building, ICT equipment the catering or even a special feature or entertainment or display that is brought in for the event. Some equipment can be expensive so a good event organiser with good resource management skills would be able to make most of their resource.
The organisation’s goal is to achieve long-term value for its customers, shareholders and its employees through domestic and growth outside of Australia.
The basis of a firms ability to successfully execute any strategy lie in it’s resources and capabilities.The greatest plan in the world means nothing without the means to carry it out. Resources, defined in the text Modern Competitive Strategy are: “relatively observable, tradable asset[s] that contributes to a firm’s market position by improving customer value, lowering cost, or both.”
The relationship between the teacher and the student can be associated with two different methods of learning. Paulo Freire suggests the “The ‘Banking’ Concept of Education”, in which the teacher “fills the account” of the student with information and knowledge they have (318). Freire also explains the concept of “problem posing” learning that contradicts the “banking” concept. This way helps the student become more involved with their education, and they are able to become a more well-rounded student. But Freire ignores to add any supporting detail to his points based on how a student feels about each method of education. Determining the best way of an education is all
The brand is transforming to be “more energetic, affordable, and broadly appealing” (Annual Report, 2014, p. 26) to various customers by improving the “menu, service, atmosphere, and communication” (Annual Report, 2014, p. 5). With “innovation and
The math teacher was babbling on about how this specific formula worked and halfway through her example I noticed that she had made a mistake. I hesitated a hundred times before raising my hand. It felt almost wrong because usually no one spoke up unless they had to go to the bathroom or get a drink which we all know that was just an excuse so we didn’t have to hear the teacher talk about something we weren’t interested in at that moment. According to Freire, we were taught within the banking system of education to accept our ignorance as justifying the teacher’s existence (319). In other words, students were “trained” in a way to keep
CIBC has focused its core business on retail and business banking, wealth management, and whole sale banking. They have shown a proven track record of providing there customers with financial services and advice through a group upwards of 1100 branches worldwide. Strategies CIBC has portrayed is to continually find new ways to enhance the experience of the client and to stimulate safe revenue growth. CIBC has put emphases on creating deep meaningful relationships with all clients, constantly trying new ways to improve service and sales prospects and to create relationships with new clients while retaining existing clients for a long period of time (CIBC).
The Bank of the United States is a symbol of the long held American fear of centralization and government control. The bank was an attempt to bring some stability and control and was successful at doing this. However, both times the bank was chartered, forces within the economy ultimately destroyed it. The fear of centralization and control was ultimately detrimental to the U.S. economy.
“ANZ’s objective is to become a super regional bank – strengthening our businesses in Australia, New Zealand and the Pacific – while establishing a significant presence in key markets in Asia”
Commonwealth Bank of Australia is one of the most popular multinational banks in Australia and New Zealand. It has its businesses in Asia, Fiji, New Zealand, the United Kingdom and the United States (Commbank.com.au, 2017). The main financial services of this bank include funds management, retail
High customer participation- Because of the various campaigns related to service processes, ANZ bank was able to achieve a response rate of 20% from the customers. ANZ bank tried to encourage participation among the employees of the bank.
According to group´s performance from 2002-2006 identifies that Barclays´ performance underpinnings are represented by its strategy of acquiring other banking (such as ABN Amro and Banco Zaragozano) concerns to expand its retail as well as other banking services through representation in international markets as represented by the bank’s presence in 60 countries. This provides Barclays with the means to sell its highly profitable investment banking services as well as be positioned to service the cadre of multinational companies that utilize its diverse banking financial service packages.
According to the Federal Deposit Insurance Corporation (FDIC), the number of bank branches shrinks dramatically after the crisis. A total loss of 7, 689 bank branches occurred from 2009 to 2016. Figure \ref{f: map} shows the gain and loss of bank branches in the U.S. counties. In the local lending markets, banks used to act as the key financial intermediaries. A well developed banking network eases access to credit, which benefits the local economy by eliminating poverty (Burgess and Pande 2005) and activating the labor markets (Bruhn and Love 2014). However, the use of credit score and the development of secondary market reduces the importance of lender-borrower distance in local credit supply markets (Petersen and Rajan 2002; Berger
1) Barney, J., (1991). Firm Resources and Sustained Competitive Advantage, Journal of Management, vol. 17 (1991), no. 1, pp. 99–120.