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Essay on Case for Repositioning a Bank

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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 …show more content…

***************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 They are moving from an outdated brand and position of ‘ANZ Now’ to a new brand identity and positioning strategy of ‘We live in your world’ implying a modern and fresh new feel to the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,

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