Northern Trust SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1167
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SWOT Analysis of Northern Trust with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Northern Trust

Parent Company

Northern Trust Corporation

Category

Regional Banks

Sector

Banking and Financial Services

Tagline/ Slogan

What really matters

USP

Top 50 Safest Global Banks

STP

Segment

Segmentation is done on the basis of income

Target Group

Affluent individuals and large institutions

Positioning

leading provider of asset servicing, asset management, fiduciary, and banking solutions

SWOT Analysis

Strengths

1. Developed a strong reputation of safety and has a vast client base
2. Oldest back of Chicago and has a reputation as an institution which is dependable
3. Has a conservative portfolio of assets which reduces the percentage of risky assets
4. Strong leadership team by attracting new talent and transforming existing leaders into new roles
5. Has over 13000 employees in over 17 countries

Weaknesses

1. Lack of Client Diversity as it caters mainly to the needs of wealthy individuals and corporations
2. Participation in TARP exposes the firm to scrutiny from the government and as well as the public.
3. Involved in lawsuits regarding its securities lending programs

Opportunities

1. There is a scope for expansion as it is not present in all the domestic markets
2. Retirement of baby boomer population will require more investment services

3. Small financial institutions can be acquired to gain access to untapped markets

Threats

1. The potential default of any troubled European country may cause tremendous losses for all the banks present worldwide
2. More losses can be incurred if the US real estate prices fall

3. Increase in regulation after the 2008 crisis can lead to less returns as the banks are not allowed to involve in high risk portfolios

Competition

Competitors

1. JPMorgan Chase
2. State Street Corporation
3. The Bank of New York Mellon Corporation



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