Akbank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 2107
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SWOT Analysis of Akbank with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Akbank

Parent Company

Akbank

Category

Regional Banks

Sector

Banking and Financial Services

Tagline/ Slogan

The innovative power of Turkey

USP

World class banking products and services

STP

Segment

Corporate, Commercial, SME, Consumer and Private Banking segments

Target Group

Targets all the segments

Positioning

Delivering an excellent banking experience to its valued customers

SWOT Analysis

Strengths

1. Strong market share of the corporate and SME segments
2. Strong and an extensive national distribution network with over 960 branches and more than 4000 ATM’s
3. Strong consumer loans segment whose market share grew over 150 basis points in a year and reached 10.8%
4. Akbank loans secured from the international borrowings topped US$ 10 billion

Weaknesses

1. Less liquidity due to extending more loans to the commercial segment
2. More emphasis is laid on increasing the number of loans without checking the creditworthiness
3. Prevalence of negative deposit spreads

Opportunities

1. Despite a bleak economic situation, Turkish economy is growing at a stronger rate
2. Turkish banking sector is anticipated to accelerate in 2013
3. Turkey’s credit rating has been improved to investment grade

Threats

1. Turkish economy is still susceptible to volatilities in the world economy
2. High interest rates in Turkey is one of the reasons of slowing growth
3. Increasing portfolio of Non-performing loans

Competition

Competitors

1. Fortis Bank A.S.
2. Denizbank A.S.
3. Finansbank A.S.


The table above concludes the Akbank SWOT analysis along with its marketing strategy and brand parameters.

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