In 2007 alone Bendigo Bank saw cash earnings increase by 15.6 per cent, to a respectable $118.5 million (Hunt & Johanson, 2007). In addition to this, the bank added an extra 77,000 customers to its already sizeable client base, and opened 22 new branches throughout Australia, not to mention a $4 billion merger with Adelaide Bank (now Bendigo and Adelaide Bank Limited) (Hunt & Johanson, 2007; ABC News, 2007). Bendigo has been a pioneer in the Australian Banking Industry in terms of customer service, which it has created through its commitment to the 'Community Bank' model. In view of this evident strategic strength, the following essay will explore factors contributing to Bendigo Bank's current strategic competitiveness. This essay will define and identify a number of critical strategic management principles which are clearly displayed in the case of Bendigo Bank and will further develop these ideas within the framework of both Porter's value chain analysis and the Resourced-Based View of a firm. Furthermore, a SWOT analysis will be used to analyse the bank and provide a clear snapsho......

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