RBS (Royal Bank of Scotland) SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 5477
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SWOT Analysis of RBS (Royal Bank of Scotland) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

RBS (Royal Bank of Scotland)

Parent Company

Royal Bank of Scotland Plc

Category

Bank

Sector

Banking and finance

Tagline/ Slogan

Make it happen; Where people matter

USP

Strong International Base

STP

Segment

Consumer and Personal Banking

Target Group

Rural and urban group

Positioning

Complete Banking and financial solutions

SWOT Analysis

Strengths

1. Integrated approach towards wealth management and banking
2. Technologically advance banking infrastructure
3. Expertise in various financial domains
4. It is one of the biggest banks in the world with over 140,000 employees gobally
5. RBS actively involved in sponsoring major sports events and teams

Weaknesses

1.  RBS bonus payments subsequent to the UK government bailouts led to controversy
2. Less penetration in emerging economies like India, China etc

Opportunities

1.  Rural and social banking
2.  Global expansion in countries across the world
3. Mergers and Acquisitions of smaller institutions

Threats

1.  Stringent economic policies world over
2.  Highly competitive environment
3. Govt policies and global financial crises

Competition

Competitors

1.  ABN AMRO
2.  Barclays Bank Bank

3.  Credit Suisse
4. Goldman Sachs Group

5. JP Morgan and Chase

6. BNP Paribas

7. HSBC

8. Wells Fargo

9. Barclays Bank

10. Morgan Stanley

11. UBS AG



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