Ulster Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 442
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SWOT Analysis of Ulster Bank with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ulster Bank

Parent Company

The Royal bank of Scotland Group

Category

Financial Services

Sector

Bank

Tagline/ Slogan

Help for what matters

USP

One of the “Big Four” banks of Republic of Ireland

STP

Segment

Businesses in Ireland

Target Group

Small businesses, Startups to Established companies in various sectors

Positioning

Premium financial services across diverse sectors

SWOT Analysis

Strengths

1. Employs 6000 employees, servicing close to 2 million personal and corporate clientele

2. Provides private banking for high net worth individuals
3. Retains right to issue banknotes
4. Sponsors Rugby teams, music festivals in Belfast and other businesses
5. CSR initiatives include Skills & Opportunities fund for improving the local community, Give A Day- employees are given a day off to help NGOs, The Prince’s Trust- help people from disadvantaged background etc.

6. Strong presence across the entire country

Weaknesses

1. No major presence outside Ireland & Banks security establishment was criticized during the trial for destruction of old bank notes totaling GBP 900,000
2. Exposed to credit risk as Ulster Bank carries out a wide range of business activities

Opportunities

1. To tap potential in markets outside Ireland
2. GDP of Ireland will grow consistently which will result in more business for the bank

Threats

1. Economy of UK is recovering slower than expected
2. Presence of bigger global banks

3. Fluctuating global economic scenarios and instability in Europe

Competition

Competitors

1.First Trust Bank

2.Bank of Ireland

3.KBC Bank Ireland



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