C015An allaround analysis of the CBA.docx

1、C015An allaround analysis of the CBA An all-around analysis of CBAGroup:C015Members:孙安琪（队长） 吕珂 董健行 卜璐 刘颖墨 朱梓怡摘要：本文从企业文化，资源，内部环境，管理，市场，竞争优势6个层面对澳洲联邦银行的运营与发展做出了简要的分析，试图探索其之所以成为世界顶尖银行，500强企业的原因以及它所能为中国相关产业带来的借鉴经验。Key words:culture resource interior environment management market advantages in competitio

2、n关键字：企业文化 企业资源 内部环境 企业管理 市场分析 竞争优势 Preface The commonwealth bank of Australia was established in 1991, with share transformation and continuous innovation,it has developed into the largest real estate credit bank, the largest pension management company,the largest life insurance company,and one of t

3、he world top 500 enterprises.Why can CBA achieves such huge accomplishment?Here is our analysis.The culture 本段介绍了澳洲联邦银行的文化，包括目标、核心价值、现任高层管理人员以及发展方向计划。再通过分析澳大利亚人的性格特点、风土人情，解释了该项服务业欣欣向荣的原因。For the cultural background, Commonwealth Bank of Australia (1)aims at becoming the Australian best financial ser

4、vice agencies through the excellent service, including developing a long-term financial business relationship, bringing outstanding customer satisfaction, providing innovative solutions for customers. Its cores are customer service, equitable judgment, innovation, cooperation, unity, honesty, trust

5、and the best bank(1).Present CEO is Rolph Norris, who was formally appointed as top company CEO on Sep.23rd,2005,who has worked on banking for nearly 40 years. The major persons-in-charge of the international financial services is Garry Mackerell, who mainly in charge of the overseas business develo

6、pment, which aims at New Zealand, Asia and Fiji Islands.Financial services sector controls all overseas sectors. In Oct.2001, Garry Mackrell moved working focus to Asia. They purchased the ANK in Indonesia, and invested 11% stocks to Jinan Commercial Bank, 19.9% stocks to Hangzhou Commercial Bank an

7、d 49.9% to BoCommlife Insurance Company Limited.The Commonwealth Bank of Australia has a culture of multilingual employees and websites, simple and fast account opening system, high quality awards-wining products. Also, the biggest amount of subbranches and ATMs, 24 hours phone service and global wi

8、thdrawal cultivate the culture. (2)In the strategy of “Which new bank”, the Commonwealth Bank of Australia will consolidate its culture by three projects: customer service , loyal employee, simplify the operation process(2).Australians both have westerners cheerfulness and easterners missish. The mo

9、st precise summary for Australians is I AM FREE ! Australian has a rich atmosphere of freedom, people often call each other by his or her first name in daily life, including employers and employees, teachers and students. In the downtown of Sydney and Melbourne, its common to see gentlemen and ladie

10、s who are wearing suits getting together, sitting on the grass, eating simple lunch, such as sandwiches and hotdogs. Its beyond imagination that in the same modern cities, for example, Tokyo and HongKong, having the same scene.Australians are polite and eager to help people. If you walk on a mall wi

11、th a bag of apples, and the bag is broken by accident, the apples rolling here and there. The surrounding people will come to help you to pick up apples immediately, of course, give back to you. Even there are someone will give you a new bag or box as substitute. This is Australia! Because of Austra

12、lians freedom minds and hearts to help others, they are thoughtful and considerate to customers. So they have a prosperity service industry. (3)Service industry is the Australian economys most important and fastest growing sector. In 2004 and 2005, service industrys output is 595.44 billion AUD, abo

13、ut 65.3% in total production, with the employees about 6.99 million, about 74% in total employment. One of the highest outputs is financial and insurance, about 8% in service industrys output(3). (1)(2)(3) The resources本段从澳洲银行众多的合作伙伴，优质的人才培养方案，完善且易检索的信息数据库，丰富的自然资源，全方位的金融服务，高级别的信用评定，强大的政府支持几个角度来分析澳洲联

14、邦银行丰厚的资源优势。The Commonwealth Bank of Australia is the largest bank by market capitalization in Australia,with businesses across the whole world.On 14 August 2008 the Commonwealth Bank declared a $4.7 billion annual profit ,The bank has approximately 7.7 million customers, 1011 branches and 3350 ATMs

15、(4000 including its BankWest ATMs), 1000 more ATMs than any other bank.Judging from its tremendous scale, we can conclude that CBA has abundant resources,and here,we take three of these aspects as examples to analyse the comparative advantages over resources.1.Relation resources(4)The Commonwealth B

16、anks international presence includes: Retail banks in New Zealand (ASB Bank), Indonesia (PT Bank Commonwealth), and China (11% of Jinan City Commercial Bank and 19.9% of Hangzhou City Commercial Bank). Commonwealth Bank branches in London, New York, Tokyo, Singapore, Hong Kong and Auckland. Wholly o

17、wned life insurance operations in New Zealand (Sovereign Insurance) Joint venture life insurance businesses in Indonesia (Astra CMG); China (China Life CMG) and Vietnam (Bao Minh CMG) First State funds management business in Hong Kong, Singapore, London, Fiji, China and Indonesia Representative offi

18、ces in Beijing, Shanghai, Hanoi and Bangalore.(4) According to the above evidences,we can see that the CBA is a real global bank,the number of its cooperators is so many and almost cover the whole world,in the principles of economics,we have learnt that people meet tradeoffs and tradeoffs can make p

19、eople better-off，it is the same for enterprices,such as the CBA,it can benefit a lot from its cooperations,I guess thats one of the reasons why it can be one of the big four Australian banks.2.Human resourcesThe CBA always put great emphasis on its employees cultivation,it never stop developing the

20、employees professional abilities, loyalty and team spirits.It helps the employees to make plans based on their vocational needs and personal characteristicses,then the training will be done by professional training agencies.In this way,the CBA successfully combine the banks purpose with employees de

21、velopment,and thus get a better and better human resources.3.Information resources(5)The CBA established a CRM system which has magnificent scale and is full functional in its Financial and Risk Management,and the GCMR(Group Credit&Market Risk) is in charge of it.The daily information of customers a

22、re collected by clerks who work at local banks,and after accumulating for so many years,the CBA has got almost all the retail investors and corporate customers information,and its very convenient to search these information.In addition,the CBA divides its customers into 5 parts,these are retail cust

23、omer,small business customer,medium-sized business customer,large-sized business customer and ultra-large type business customer.And the CBA can always update and store the customers information whenever the information changes.(5)This method can make sure the managers will make proper decisions,and

24、 it is helpful in finding out how customers are getting along thus can help banks to be prepared of risks. 4.Natural resources: even though natural resource is in a great quantity in Australia, CBA keep continually seeking cooperation with overseas banks to achieve mutual complementarity including c

25、hina and its first branch in china is set in shanghai.5.Finance resources: CBA focus on providing integrated financial services including includes the management of the funds, pension, life and general insurance and it also take many effort in global asset management. It also seeks cooperation with

26、overseas banks, especially Asian ones, in the term of finance. (6)Financial services offered by the bank play a leading role in the planning of international growth of the bank by focusing on structuring an offshore expansion strategy in the region of Asia pacific(6) (7)(7) 6.Brand resource: The ban

27、k has AA- rating from the international rating agencies like Standard & Poors and AA ratings from Fitch. Its well-known for its good customer services and it have got a good reputation for its steady managing situation. 7.Government resource: CBA gets support from the government not only in finance

28、but also in policy. A good example for that is the Asian strategy,(4) (5)澳洲联邦银行的客户统一授信管理（中国工商银行悉尼代表处）(6)(7).au/ The interior environment 本段主要对组织结构,发展策略和企业核心竞争力对澳洲联邦银行稳健的内部环境做一个简要的分析,并对其进一步提高竞争力做了些小建议。 The interior environment analysis of a enterprise is a system considering organizational structure,

29、 the culture, the resource, the value chain, core capability, SWOT analysis ect. Here we do interior environment analysis to identify the strength and weakness of CBA and it can be described as follows. 1. organizational structure As you can see from the graph, CBA has a clear and logical organizati

30、onal structure considering fully of departmentalization, chain of command, span of control as well as centralization and decentralization. It benefits both customer and enterprise. In addition, the CBA has made significant modification to develop its vertically integrated businesses. And it benefits

31、 more to the customers compared with Chinese banks.2. Strategy(8)(8) Judging from the graph, CBA has a nice managing strategy and efficient service organization. It not only focuses on the profit but also take the advantage of the customers satisfaction to increase profit indirectly. Apart from that, it emphasize the trust and team spirit to create a enterprise culture, resulting in motivating the workers to work harder. 3. core capability and competency As a bank, the main income for CBA is the balance between the interest of lending and deposit. But there is a problem, the banking mar