Esanda SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 505
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SWOT Analysis of Esanda with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Esanda

Parent Company

ANZ Bank

Category

Car and boat finance and Insurance

Sector

Financial Services

Tagline/ Slogan

-

USP

Specialized car and boat finances

STP

Segment

Retail consumers and companies

Target Group

Mid to high end customers and companies

Positioning

One of Australia’s largest vehicle finance providers

SWOT Analysis

Strengths

1. It caters to the financial needs of Australians for over 50 years and is considered as one of the Australia’s largest vehicle finance providers
2. Being supported by ANZ Bank, customers of this firm considers their loans to be secured and competitive according to a market research
3. Over 400 customers a day are serviced for car financing on an average

4. One of the most recognized regional financial players in Australia

Weaknesses

1. Customer base is low and the frequency of repetition of same customers using the products offered is comparatively low
2.Niche targeting makes cost of capital higher and it is comparatively riskier

Opportunities

1. In 2009, Esanda became a division of ANZ having previously been a wholly owned subsidiary
2. Transport industry is showing an increasing trend in the Australian market

Threats

1.Tough macroeconomic environment is affecting the customer base of the firm
2. Interest rates are increasing which makes loans expensive in this economic climate

Competition

Competitors

1.Cbus
2.IOOF Funds
3.Capital Dynamics



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