International Marketing Entry Strategy- Westp Essay examples

6203 Words Apr 20th, 2012 25 Pages
Westpac B a n k i n g Corporation

International Marketing Entry Strategy

Report prepared by: Jean Diaz

Due date: 09/06/2011

La Trobe University- Bendigo

Semester 2

International Marketing Entry Strategy

Table of Contents
Executive summary Introduction Company and product background
Provide an analysis of the business and product performance Company objectives and corporate strategies What is the product and needs does it satisfy?

1 2 3 3 4 6 7 7 10 12 14 15 16 17 18 19 20 21

Country and product market attractiveness
Politico-legal, socio-cultural and demographic, economic, technological Product market analysis Competitive analysis

Buyer Analysis Opportunity statement Marketing
…show more content…
In December 2008, Westpac merged with St.George Bank Limited. Today: • The Westpac Group has branches and controlled entities throughout Australia, New Zealand and the near Pacific region and maintains offices in key financial centers around the world including London, New York, Hong Kong and Singapore • As at 30 September 2010, The Westpac Group employed approximately 39,000 people in Australia, New Zealand and around the world, and had global assets of $618 billion Westpac is ranked in the top 5 listed companies by market capitalization on the Australian Securities Exchange Limited (ASX). As at 30 September 2010, our market capitalization was $69.5 billion • For the financial year to 30 September, The Westpac Group's reported net profit after income tax was $6,346 million • About 550,000 people and institutions in Australia and overseas are Westpac shareholders.

The Westpac Group has 5 key customer facing divisions through which serve around 11.8 million customers: • Westpac Retail & Business Banking (Westpac RBB), which is responsible for sales, marketing and customer service for all consumer and small-to-medium enterprise customers in Australia under the ‘Westpac’ and ‘RAMS’ brands • Westpac Institutional Bank (WIB), which delivers a broad range of financial services to commercial, corporate, institutional and government customers either based in, or with interests in, Australia and New Zealand. Customers are supported through Westpac branches and

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