Marketing - ComSec

Executive Summary

ComSec is a Strategic Business Unit of the Commonwealth Bank of Australia (CBA) and are currently the largest stock trading broker operating in the Australian discount market.

However, their high market share is under attack from CBA's three major competitors and estimates suggest that without any action, ComSec¡¦s market share will drop from 43% to around 20% in the next three years.

If ComSec is to retain their high market share they need to differentiate themselves from their main competitors and discourage any overseas players that are considering entering the Australian market.

The current business position of ComSec and the rapidly expanding market size suggests that ComSec use aggressive external marketing strategies to preserve their high market share.

Suggestions of strategies include ComSec buying out a leading ¡¥full service¡¦ Australian brokerage and also forming strategic partnerships with European and Japanese traders.

This will e...