澳大利亚资本市场报告.doc

AFF9260: Australian Capital Markets Semester 1- 2011 MRCB competitive environment analysis as to Bank of Melbourne move Authors: Kim Ngan Nguyen Kasa Zhu Alli ren Date Issued: 02/05/2010 Word Count: 3857  Kim Ngan Nguyen, Kasa Zhu, Ally Ren Monash University Level 3 Building H 900 Dandenong Rd. PO Box 197 Caulfield East, Victoria 3145 Australia 02 May 2011 Re: MRCB Competitive environment analysis as to Bank of Melbourne move Dear MRCB Board, Please find the attached report on MRCB competitive environment analysis as to Bank of Melbourne move. This document has been prepared for the Chairman and Directors of the Monash Retail Commercial Bank (MRCB) to be tabled at the September 2011 board meeting. The document is in response to a specific request from the MRCB Chairman. The report covers matters of rebranding of BOM events and its overall impact on several aspects through discussion of the overall banking market, loss of SGB, rebranding issue with its impact focused on market share sector. The report comes to specific recommendations based on the outline provided and it is hoped this information provides a useful basis for your endeavours. Should you require any further information or discussion regarding the recommendation please feel free to contact MZM Consulting on the details given below. Regards, Kim Ngan Nguyen knngu6@ Kasa Zhuxzhu16@ Ally Ren alren3@ Disclaimer: The name and logo of MZM Consulting are fictitious and used for educational purposes. Any resemblance to real life is purely coincidental. Executive Summary The report addresses the concerns of MRCB’s Board of Directors about the rebranding issue in the banking sector, namely the move by Westpac to transfer its St George brand name to the once-used Bank of Melbourne. The summary about the context of multi-brand of the industry is presented; and the lack of a truly local bank brand name is then taken into account as