Bank of China: Chinese Central Bank

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Bank of China (BOC) was established in February 1912. From 1912 to 1949, the Bank served consecutively as Chinese central bank, international exchange bank and specialised international trade bank. Fulfilling its commitment to serving the public and developing China's financial services sector, the Bank rose to a leading position in the Chinese financial industry and developed a good standing in the international financial community. In 1994, the Bank was transformed into a wholly state-owned commercial bank. In August 2004, Bank of China Limited was incorporated. The Bank was listed on the Hong Kong Stock Exchange and Shanghai Stock Exchange in June and July 2006 respectively, becoming the first Chinese commercial bank to launch an A-Share and H-Share initial public offering and achieve a dual listing in both markets. As BOC getting success and large market share in China, they are also expanding their market to overseas. This report is a plan for BOC to expand their business in Australian market. In addition, this paper is going to design marketing strategies for BOC through analysis the vision and mission of the organisation, the environmental (pest) of BOC, the competitors, customers, the swot analysis, goals and objectives of BOC, broad and specific goals of BOC, target market of BOC, marketing mix strategies of the company, execution and implementation of the plan, and some major limitations of the report.

2.0 The vision and mission of the organisation
Bank of China was formally established in February 1912. From 1912 to 1949, the Bank served consecutively as Chinese central bank, international exchange bank and specialised international trade bank. Fulfilling its commitment to serving the public and developing China'...

... middle of paper ...

...has also entered into free trade agreements with ASEAN, Chile, New Zealand, and the United States ().
For Australia’s Financial Sector specifically, the total assets are combined by several sectors. First of all the General Insurance Offices contains $134 billion Australian dollars. The Securitisation Vehicles is $141.6 billion Australian dollars. The Authorised deposit-taking Institutions is $2,724 billion Australian dollars. The Registered Financial Corporations holds $169 billion Australian dollars. Lastly, the Life offices, Superannuation Funds and Other Managed Funds, and the General Insurance Offices each contain $1,707 billion Australian dollars and $134 billion Australian dollars respectively as September 2010 (Australian Trade Commission and Australia unlimited, 2011).

Works Cited

Doyle, C. (2011) A Dictionary of Marketing (3 ed). Oxford University Press

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