KPMG’s corporate strategy is a direct reflection of the position that it has achieved in the market place today. Globally it is one of the most successful audit firms. Such a growth of the organization is a combination of its external growth (Mergers and Acquisition, International affiliations) as well as internal growth (such as Brand management, effective resources management, corporate social responsibilities). KPMG’s corporate strategy can be divided in to the two broad categories.
Firstly, Development Path – through self driven growth, M&A and international affiliations.
KPMG, one of the big four audit firms has achieved this strategic position through self driven growth, Mergers and Acquisition and international affiliations. This has been one of the most important steps in the KPMG Australia commercial expansion. KPMG was formed as a result of merger between Peat Marwick International (which was formed as a result of merger between R Fletcher & Co and Marwick, Mitchell & Co in year 1911) and Klynveld Main Goerdeler. These firms itself were well known for its financial and audit services. Another important path towards future development was laid in the year 1990 when Peat Marwick Hungerfords merged with Touche Ross & Co. Also one of the most recent and crucial event happened in the year 1998 when all offices in Australia merged to form a national partnership. These mergers form important part of KPMG’s growth has it has enabled KPMG to spread its footprints globally.
Secondly, development through internal growth. Internal growth can be by resource and cost management, brand management and also through corporate social responsibilities.
KPMG stands as one of the biggest audit and advisory firms in Australia. The Brand represents services to its clients in various verticals such as Tax, Advisory and Business Consulting which are personalized but very effective. KPMG creates the Brand promise in the sense that it promises effective solution to the problems present in front of it for its clients. It makes the Brand promise by offering effective solutions to the problems and strategies to implement these solutions. It keeps the brand promise by constantly providing such solution to its clients and maintaining long term relation with its clients.
KPMG has been able to attain one of the largest client bases in Australia and a very high level of client satisfaction too. This has resulted in a long term growth of the company and giving it a strategic position in the market.
KPMG, Australian Unit was one of the first companies to take the initiative to neutralize carbon emissions from day to day operations. This initiative named as ‘Global Green Initiatives’ had three important aims. KPMG aimed at reducing carbon footprints, support environmental projects and educate its stakeholders to improve climate change impact. KMPG set a goal in 2007 to reduce carbon footprints of its member firms by 25% by year 2010. In the year 2008 it reported a reduction of carbon footprint by 7%. In order to ensure its commitment towards the environment KMPG has also initiated various programs for water conservation, electricity conservation, recycling activities etc (White, 2006).
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