E.Sun Financial SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 616
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SWOT Analysis of E.Sun Financial with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

E.Sun Financial

Parent Company

E. Sun Financial Holding Company

Category

Banking

Sector

Banking and Financial Services

Tagline/ Slogan

Warm Sunrise Brings Joy

USP

E.SUN is the best partner for its customers in providing convenience.

STP

Segment

People requiring commercial banking services.

Target Group

Businesses and Individuals

Positioning

Creating the greatest values for its customers, shareholders and employees.

SWOT Analysis

Strengths

1. E. Sun Financial holding company has a wide range of subsidiaries providing services of a Bank, Securities, Venture capital and Insurance brokers.
2. The mix of shareholders shows the confidence of both foreign and domestic individual and institutional investors in the potential of the company and the nation.
3.Has a stable outlook on Global long term rating.
4. It has a network of 120+ branches in Taiwan.

5.E.SUN also won the Best Social Responsibility Award from the Taiwan Academy of Banking and Finance and the Corporate Citizen Award

Weaknesses

1. It has a Global long term rating of BBB- which means it will be costlier for the company to raise debt.
2. The group’s major contribution comes from the E. Sun Bank. This means that the other subsidiaries are very weak and if any credit crunch surfaces in the banking sector, the whole group will possibly see huge losses.
3. The company is still very new compared to other players and needs to expand operations to developing countries to sustain itself.

Opportunities

1. They can create a banking platform in the Greater China region.
2. Currency trading activities.
3. Small and Medium scale lending to improve profitability.

4. Expansion to other geographic locations

Threats

1. Very stiff competition from Chinese and Global players.
2. Global economic slowdown.
3. Reluctant investors who are pulling out their money from the markets.

Competition

Competitors

1.Cathay Financial Holding Co., Ltd
2.Hotung Investment Holdings Limited
3.Chinatrust Financial Holding Co., Ltd



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