Report on the Situational Analysis for Commonwealth Bank of Australia

ntroduction: This report is concerned with situational analysis in CBA. This analysis is important part of marketing plan. All business needs to take action which helps them keep good position on the market. Before taken any action analysis has to be made. Answers and data which were obtained during analysis can help chose strategies, which help achieve objectives. At the beginning will be presented brief history of CBA. The Commonwealth Bank of Australia (CBA) supports sector with their following industries such as banking, financial and investment service.

Founded in1911 as a government bank, received the first guarantees of the federal government. The first bank branch was opened in Meloburne-July 1912. In 1913 there were already branches in all six states. In 1916, its headquarters is moved to Sydney. Area served to the NZ, Indonesia, Vietnam, UK, USA, China, and Hong Hong, Singapore. In the years 1991-1996 the bank is privatized. However, although it is already a public company, its name does not end with “Limited”. Since 12 September 1991 in the Australian stock exchange.

The bank is known in the marketplace for its better client services. In 2003, the bank received NSW Australian Tele services Centre of the Year Award (About us 2008). In 2008 CBA buy BankWest by 2. 1 billion $ MISSION Commonwealth Bank’s mission statement is to deliver matchless services to its clientele, outstanding value to shareholders and friendliness to the culture and also an ameliorating knowledge to its workers (About us 2008). The group mainly focuses on attracting more customers through undertaking value business with each customer.

This is achieved by given that hand-outs which are oriented towards the client needs and also through the adoption of a multi-channel distribution network. The group tries to provide value services through innovation and on-line leadership. For this reason, the bank looks for brilliant teams. VISION The management of CBA want, that CBA to be the financial services organisation select by clientele because of our wonderful service. Finally, we want to be known as a great company to bank with, work in and invest in. Current value strategies

The CBA want to build a strong value. The value declaration reflects Trust, Truthfulness or Honesty and Integrity. In line to keep its existing value, the firm has followed the practices of code of ethics. ( Professional Practice Statement. ) These statements set customary for a suitable behaviour which have to be shown by the directors and the staff. Present value plan includes the following: While dealing with the bank’s objectives, an efficient and proper code of conduct is expected from the workers and the directors.

* Equal employment opportunity for all employees. * Avoid situation which can affect conflict of interest. * Maintaining confidentiality in the dealings of Bank and its clientele * Last but not the least important, presenting honesty in the professional activities. These standards are conveyed to the staff on a normal basis. Insider trading guidelines have been established to ascertain that unpublished price sensitive information about the bank or any other company cannot be misused under any situation ? Current Product Analysis