Synovus Financial Corp SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 908

SWOT Analysis of Synovus Financial Corp with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Synovus Financial Corp

Parent Company

Synovus Financial Corp


Regional Banks


Banking and Financial Services

Tagline/ Slogan

Synovus is people serving people with a real focus on local needs being met by local people


The company’s online banking channel



Individuals, corporations and institutions looking for financial services

Target Group

Retail banking sector & Wealth Management


A financial services company, engaged in providing integrated financial services including commercial and retail banking, financial  management, insurance and mortgage services

SWOT Analysis


1. Synovus is a diversified financial services holding company with strong assets.

2. Second largest bank holding company headquartered in Georgia, based on assets

3. Synovus is one of the largest financial institutions in the Southeast (US), providing commercial and retail banking to customers in Georgia, Alabama, South Carolina, Florida and Tennessee.

4. Synovus Family Asset Management Named To Bloomberg List of “Top 50 Family Offices”

5. Strong capital position cushioning from adverse market conditions. The company’s Tier 1 risk-based capital ratio was very competitive

6. Competitive cost structure leading to operational efficiency


1. Declining average assets contributing to declining Net Interest Income

2. Inability to manage credit charges affecting profitability, the company’s management of its credit charges (provision for loan losses, losses on foreclosed real estate, and other credit costs) shows an inability to bring them down.


1. Enhancements of large corporate banking offering- To build relationships with larger commercial customers across Synovus’ five-state footprint and connect more commercial customers with Synovus’ full suite of specialized commercial banking products and services, including private banking, treasury management, asset-based lending, insurance, and wealth management.

2. Growing banking sector in the US

3. Opportunities can be tapped abroad with international tieups


1. Weak economic growth prospects of the US economy- According to International Monetary Fund (IMF) World Economic Outlook
2. Regulatory changes could increase compliance spending- As a result of the Financial Reform Act, several significant regulatory developments occurred, and additional regulatory developments may occur.
3. Phishing attacks- Phishing is a form of Internet piracy. Synovus offers online banking services to its clients. The company’s online banking channel, which provides better margins to the company, could be affected by phishing attacks.



1. Bank of America Corporation

2. BB&T Corporation

3. Citigroup Inc.

4. First Data Corporation

5. JP Morgan Chase & Co

6. SunTrust Banks, Inc.

7. Wachovia Corporation

8. Wells Fargo & Company


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