Reliance Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 438

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 


Commercial Banking


Banking and Financial Services

Tagline/ Slogan

Banking with people for people


A bank focused on Army people



Retail and corporate banking

Target Group

Army people and charitable organizations


As Army’s own bank

SWOT Analysis


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


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


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


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

3. Low staff causes limited options to grow and prosper



1.Lloyds Bank
3.Big Society Capital


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