Alpha Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1388
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SWOT Analysis of Alpha Bank with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Alpha Bank

Parent Company

Alpha Bank

Category

Regional Banks

Sector

Banking and Financial Services

Tagline/ Slogan

-

USP

A commercial bank that provides business and personal banking services

STP

Segment

Segments the market based on type of customers: retail, corporate and investment segments

Target Group

Targets all the segments

Positioning

Provide comprehensive banking services which satisfies the needs of the customers

SWOT Analysis

Strengths

1. It is one of the largest groups in the financial sector in Greece, with a strong presence in domestic and international markets.

2. Offers a wide range of high quality financial products and services in personal banking, asset management, private banking, etc. to name a few.

3. It has a strong domestic presence with more than 450 branches and has one of the highest capital ratios in Greece.

4. Alpha bank is the only issuer and acceptor of all the three major international payment systems.

Weaknesses

1. Bank’s IT infrastructure is not at par with those of the competitors which leads to loss of customers due to poor service.

2. The bank’s presence is mainly in Greece and it increases the risk as the geographic concentration in poor.

3. Suffered heavy losses due to the participation in the bond exchange program in the private sector without analyzing the risks involved.

Opportunities

1. Demand for retail bank loans are expected to increase with the picking up of the Greece economy.

2. Decrease in loans was less severe compared to the decrease in the deposits thereby increasing the loan/deposit ratio.

3. More focus on improving the mortgage portfolio with the purpose of restructuring debt and ensure that the debts are services smoothly.

4. Tieups with global financial institutions can stabilse the fluctuations of the economy

Threats

1. Consumer credit suffered a major blow for the third consecutive year with the credit expansion down

2. Deposits sector also takes a hit with more people withdrawing their money as a result of bleak economic scenario.

3. Lack of demand for housing loans segment which resulted in the decrease in banks results which has shrunk

Competition

Competitors

1. Piraeus Bank S.A.

2. Bank Of Greece

3. National Bank of Greece SA



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