BNY Mellon SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 2712
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SWOT Analysis of BNY Mellon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BNY Mellon

Parent Company

The Bank of New York Mellon Corporation

Category

Banking

Sector

Financial services

Tagline/ Slogan

Who’s  helping you

USP

A leading investment management and investment services company offering financial services to clients and helping them to succeed in the rapidly changing global market place

STP

Segment

Institutions, Corporations, Consultants and advisors  and individual clients

Target Group

Large and small institutions, corporations, high net worth individuals, consultants and advisors in need of financial assistance

Positioning

One stop bank offering varied services  in asset management, securities servicing, wealth management and treasury services

SWOT Analysis

Strengths

1. Presence in more than 36 countries and serving more than 100 markets across the world with approximately 47800 employees worldwide.

2. Largest deposit bank in the world and the world’s largest custody bank
3. A leading US Cash management provider
4. Safest  US bank as per Global Finance Magazine Survey

Weaknesses

1. Dividend Yield and payout ratio (TTM) are low when compared with industry scores
2.Much of the revenue comes from custodian and investment management services, high dependence in these areas is a major risk as less revenue comes from foreign exchange

Opportunities

1. Expansion in Latin American countries will improve the revenues of the bank
2.Service expansion with Touchstone investments will help in growth in mutual fund area and advisory services
3.Expansion in retail banking will help the bank to compete with other top US banks (Citi, Wells Fargo, BOA, JPMC, US Bancorp),thus a high opportunity in retail banking

Threats

1.US regulatory changes affecting the bank
2.Changes in status of US pension plans/schemes will affect the bank
3.Slowing US economy has a significant impact

Competition

Competitors

1.Citi Bank
2.Bank of America
3.JP Morgan

4.Wells Fargo

5.US Bancorp



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