Abu Dhabi Islamic Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 3378

SWOT Analysis of Abu Dhabi Islamic Bank with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Abu Dhabi Islamic Bank

Parent Company

Abu Dhabi Islamic Bank


Regional Banks


Banking and Financial Services

Tagline/ Slogan

With ADIB Asset Promotions Double your chances


All contracts, operations and transactions are carried out in accordance with Islamic Shari'a principles.



Retail banking, corporate banking, treasury banking, wealth management, real estate finance and a special banking scheme for ladies

Target Group

A customer looking for Sharia compliant non- interest financial services


Islamic financial solutions for the global community

SWOT Analysis


1. The first UAE bank to bring innovative Banking, a new mobile banking service that allows customers to perform almost all banking transactions

2. It was named the number one bank in the UAE in customer service and the most improved bank in customer service

3. Upgraded women’s banking service, Dana, offers a new suite of products, services and special life style benefits

4. In addition to 65+ branches in UAE, ADIB already operates a large branch network in Egypt and UK

5. Sustained growth in profits; consistently one of the most liquid banks in UAE


1. Weak management increases business risks and reduces profits for Economy in ADIB, because they are responsible for the health of the business

2. Competition weighed on profit margins

3. Regulators' decision to encourage banks to make large provisions for loan losses in the third quarter as a precaution affecting the operating income


1. UAE Banking sector is the largest by assets in the GCC; the UAE banking sector accounts for majority of the GCC total
2. Future expansions in Middle East could provide the growth
3. Focus on continuing growth to benefit from the government's spending drive

4. Potential growth from profitable segments, including Islamic banking and mortgage financing


1. Mature markets are competitive. In order for ADIB to grow in a mature market, it has to increase market share, which is difficult and expensive
2. The lending environment in Saudi Arabia intensely competitive between a small number of local banks, and means that while banks will be able to book new assets, margins will be tight

3. Global demand for goods produced by emerging market manufacturers continued to weaken

4. A bad economy can hurt Economy in Abu Dhabi’s business by decreasing the number of potential customers



1. Abu Dhabi Commercial Bank

2. Invest Bank

3. Mashreqbank psc

4. Union National Bank

5. Dubai Islamic Bank P.J.S.C.

6. National Bank of Fujairah


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