Westpac Bank came in to existence in the year 1817 in Sydney, it has its headquarters in Sydney. It is considered as one of the four major banks of Australia. The portfolio of the bank is highly diversified of the various financial services that are divided into different segments: institution oriented as well as consumer oriented. The portfolio of the bank includes wealth management and advisory services. The Bank has developed a very high reputation not only in the country like Australia but it has a second rank in New Zealand as well. The Westpac Bank is the member of GAA that is Global ATM Alliance due to which it collaborates with various foreign banks. The Fitch has rated Westpac bank as AA, whereas Moody rated it Aa2. The bank has been providing best services in the area of foreign exchange among different banks of Australia. The bank has secured a top position in the foreign exchange services among the various banks in Australia. It provides excellent services in derivates as well.
The bank has the mission statement of increasing the wealth of the members of the society. The bank has huge clientele and further provides a best wealth solution that keeps in mind the needs of the clients of the bank (Westpac 2015). The company has the vision of having global leadership in the financial sector. According to its vision it is required that it focuses more on the expansion strategy. It further provides various financial services in New Zealand, Australia (Westpac 2013).
There was an extensive research carried on so that a proper SWOT analysis, BSC and CSF of the company can be developed for allowing accurate recommendations. With the use of the PESTLE analysis that is found in section 2.0 the Australian environment can be explored further. There are various technological and social aspects that helps in the development of stronger competitive position.
The information helps in understanding the strategic position of Westpac Bank within the market that is based on the objectives and goals of the organization (Daim 2017). The information collected can then be used to compose the Strength, opportunities, weaknesses and threats of the SWOT analysis (Romney & Steinbart 2012).
There have been various political factors that have been led by the government officials from time to time to regulate the working of various companies (Kramar & Syde 2012). The Political factors of Westpac have been explained (see appendix A 7.1 .0.5). There has been growth in the private sector due to the various political influences (Giles 2015).
Economic factors also play an important role in the proper analysis of the company. There have been various subsidies that have been provided by the government from time to time on the operations of the private banks which increases the demand on the services of the bank (Toohill & McCann 2014). There are various cuts on the rate of interests to ease the economic policy (see Appendix A 7.1.2 for more).
Due to ease in the working sectors the banking sector has been receiving various benefits from the social factors (Ricart 2005). There are various social factors that are playing positive role in the banking sectors (Annoynomous 2010). There are many employment opportunities that are being provided by the banking sectors due to which the problem of unemployment is coming to an end (see appendix A 7.1.2.2).
Due to various technological advancements and the introduction of different system software in the industry the banking sectors is on growth (see appendix A 7.1.3.5). There is different software introduced from time to time that makes the working of the employees very easy (Langfield-Smith 2015).
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Strengths |
Weaknesses |
Opportunities |
Threats |
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· 1200 branches · 40,000 well trained staff |
· Faces high competition in the market (Westpac 2013) |
· New acquisitions |
· Cash flow |
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· High goodwill |
· Few branches in foreign countries |
· Venture capital |
· Increase in labour costs |
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· Huge clientele of 13 million customers |
· Lack of segment wise performance analysis |
· Growing economy · Global markets |
· Un stable economy in financial sectors |
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· Proactive and optimistic attitude |
· High investment in research and development |
· New products and services |
· Changes in banking regulations |
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· Respectable position in market by placing female employees at par |
· Global markets · New acquisitions |
· Changes in banking regulations of the countries having tie ups (Westpac 2015) |
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· Provides flexible banking services |
· Growing economy |
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· Second largest business banking lender in Australia |
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Key: Strength = S Weakness = W Opportunities = O Threats =T |
Finance = F Customer = C Internal = I Learning and Growth = L&G |
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CRITICAL SUCCESS FACTORS |
OUTLINE |
BSC REF |
SWOT |
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1. Must have shared values |
A strong partnership can be built with a shared passion e.g. could be of Westpac’s 15 years partnership with Jawun . |
S5 |
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2. Good location of business 3. Political sovereignty |
The business is located at a great location which proves out to be an asset for the company |
S1 W2 |
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4. Proper financial management and annual strategic plans |
The company manages its strategic plans well in advances and the auditors are trained very well to look in to the financial needs of the bank. |
S7 |
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5. Transparent reports |
The reports prepared are transparent revealing the true and exact position of the company that attracts various shareholders in the company |
S8 |
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6. Good economic conditions |
The bank works in a good economic conditions |
O4 |
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7. Joint venture and business partnership |
There are various venture and business partnership that the company keeps on entering in to from time to time. |
O2 |
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8. Mix of commercial and cultural business practices |
The business practices that are followed by the company are a blend of cultural as well as commercial. |
S3 |
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9. Great education and industry experience |
The bank has been working since a long time therefore it has a good industry as well as education experience. |
S6 |
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10. Market opportunity with commercial concessions |
There are various market opportunities available for the bank with high concessional rates. |
S7 |
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BSC Perspective |
BSC Objective |
Lead measure |
Lag measure |
CSF REF |
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Finance |
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1. |
Improving profitability |
No. of products and services sold |
% increase in profit |
CSF 4 |
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2 |
· Create loyalty of stakeholders · Produce a well systemized performance report |
Increase investment return |
Increase market share |
CSF $ |
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Customer |
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1 |
Increase satisfaction of customers |
Feedback from customers |
Increase in no of customers |
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2. |
· Act in ethical manner · Achieve customer satisfaction and target market goals |
Upload code of ethics |
Customer satisfaction |
CSF 1 |
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Internal |
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1. |
· Environment sustainability · Ensure that there is flexibility and survival in the business for a longer period · Wider opportunities for strategic planning in the organization · better communication and information flow. |
Environment sustainability strategic plan |
Less wastage of paper |
CSF 10 |
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Learning and growth |
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1. |
Overcoming competition |
Opening new facilities |
% increase in number of facilities |
CSF6,7 |
The balance score card has been used to know the vision of Westpac. All the strategic objectives are designed in such a manner so that the key areas under the scope of Westpac could be identified. The various divisions of BSC help in measuring the performance of Westpac and knowing the growth of company (Kaplan 2010).
By analyzing the various factors, mission, and vision and making the use of SWOT analysis. The recommended technique for the improvement of Westpac bank is Total Quality Management. With the use of this approach the Bank would be able to determine the customer service, communication and processes of the organisation that should be sufficient so that the quality and functionality can be developed along with the ensured desired growth. Under this approach, a Total Quality Management is first set up by analyzing the current situation of the bank and the processes to be focused under TQM (Dekker 2003).
Total Quality Management is basically a technique that is used to determine the life cycle service of the particular product that shall be sufficient for developing the quality and functionality along with the ensured profit. It is a system under which the company plans well in advance to ensure proper customer service and effective communication quality of the bank (Afonso 2008). With the help of Total Quality Management it becomes possible for the company to monitor the service on a continuous basis as it is the most important process of a bank that helps future growth. It is a management technique that the company uses to survive in the competitive environment (Cardo? 2011).
The most important role that is played by Total Quality Management in banking industry is that it helps in reducing the errors in services. It also helps to decide the life-cycle growth of the banking sector based on various services and facilities. It states the minimum level of quality that the bank should manage under them to ensure future development successfully. It sets the control methods that are needed and verifies the same before their implementation in the work course (Choe 2002). It allows the banking business to be successful even in the scenario of tough competition. It would further help in encouraging the involvement of the employees in the decision making process. If the error of the services will be reduced well in advance then the customers will automatically get attracted to the bank and lead to future growth. Thus, a prior planning and use of Total Quality Management is helpful.
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Integration and Implementation issues |
Possible Solutions |
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· TQM is applied differently in different organization leading to complications. |
· Prior planning is required by the organization. |
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· Requires effective system to recognize the target errors |
· This can be resolved by a strong team manager as well as the long term commitment on the company’s part. |
Conclusion
From the proper analysis about the company through this report it can be concluded that there are wide range of objectives, techniques and analysis for the company benefit and its future success. Through the conduct of the SWOT analysis of the company we come across various strengths, weaknesses, opportunities and threats of the company. When we transform the SWOT of the company to CSF we come to various objectives that are crucial for the success of the company. We are able to measure the objectives of the company through lead and lag factors. The implementation of the Total Quality Management would further help in improving the quality of services of the company. Furthermore with the PESTLE analysis of the company we can conclude that the bank is performing pretty well in all the areas and it has various opportunities and positive factors that can prove out to be beneficial for the company in the long run.
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