Reliance Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 455
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SWOT Analysis of Reliance Bank with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Reliance Bank

Parent Company

The Salvation Army Trustee Company and The Salvation Army International Trustee Company 

Category

Commercial Banking

Sector

Banking and Financial Services

Tagline/ Slogan

Banking with people for people

USP

A bank focused on Army people

STP

Segment

Retail and corporate banking

Target Group

Army people and charitable organizations

Positioning

As Army’s own bank

SWOT Analysis

Strengths

1. Its niche positioning as an ethical bank focused on army and charitable organizations
2. Assets are strong which show the banks financial strength

3. Throughout the financial crisis, the bank has remained in profits and hence the model can be said as low risk ethical business model
4. High internal capital ratio than other major high street banks

Weaknesses

1. Not in a position to accept large influx of customers
2. In comparison to big banks, asset size is just a fraction of it
3. Less staff and inadequate infrastructure to expand its business

Opportunities

1. Leverage on its low risk model
2. Customers are now considering for more ethical options due to the takeover of Co-ops Bank by US Hedge funds
3. Credibility is high due to many factors like it has never been fined by regulators

Threats

1. Do not borrow from other banks
2.Plagues rumors about the parent company

3. Low staff causes limited options to grow and prosper

Competition

Competitors

1.Lloyds Bank
2.HBOS
3.Big Society Capital



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