Posted in Banking & Financial Services, Total Reads: 524
SWOT Analysis of The One Account with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
The One Account
The Royal Bank of Scotland
Niche positioning of offset mortgages
Personal customers and business segment
Mortgage brokers , retail customers, organizations and independent financial advisers
Current account mortgage provider
1. Won many awards: ‘Best Mortgage Provider’, Best Current Account Mortgage’ and many more 2. The ‘One Account’ product offered 3. Its operation directly by phone, internet and post 4. Major shareholding by Royal Bank of Scotland: Financial security
1. Limited product range: Niche positioning 2. Absence of brick and mortar system
1. Tap the increasing internet penetration 2. Leverage the ‘One Account’ concept
3. Having offices/outlets for having a personalized one-on-one financial advisory management team
1. Other established banks and institutions may replicate the model 2. Absence of physical structure might result in lack of trust among people
3. Fluctuating economic scenarios and recession can affect business performance
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