First Horizon National SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 644

SWOT Analysis of First Horizon National with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

First Horizon National

Parent Company

First Horizon National


Regional Banks


Banking and Financial Services

Tagline/ Slogan

Powering Your Dreams


It is the parent company for banks First Tennessee Bank and FTN Financial



Regional banking, capital markets and corporate segment

Target Group

Regional banking and corporate segments


Providing all services to cater to the needs of the personal and corporate users

SWOT Analysis


1. First Horizon is one of the 30 largest bank holding companies in the US in terms of asset size and market capitalization and it has also secured leading position in Tennessee region, based on deposit market share among all Tennessee banks

2. First Horizon is a well-capitalized bank. A US bank needs a strong Tier 1 risk-based capital ratio and Total risk-based capital ratio to be considered well-capitalized

3. The group has a diversified portfolio of offerings thus helping the group to serve a large customer base

4. Over 6000 people are employed with the organisation

5. It has been recognised with many awards being best banking company, best place to work etc


1. The group's operations are concentrated in the US and this increases the risk of negative financial impact due to events that affect the US

2. The group lacks the scale to compete with large players in its markets. Many of its competitors such as Bank of America Corporation and Citigroup are much larger in size, operations and coverage


1. The US mobile banking market is expected to grow at a rapid pace in the near future. First Horizon should take several initiatives in the recent past to improve its mobile banking services

2. With its strong market position, First Horizon is well positioned to harness the growing potential of the US banking sector

3. With the ageing of the baby boomer generation the demand for pension and retirement products is seeing a surge in the US and it can offer products to cater to this segment


1. The financial services industry is highly competitive. First Horizon not only competes against commercial banks, but also with insurance companies, mutual funds, hedge funds, and other companies offering financial services in the US, globally and over the internet

2. Systemic risk in the US banking industry remains high despite numerous actions taken the regulatory bodies and the US government. The number of problem institutions, and the number of bank failures are two of the indicators that reveal systemic risk in the banking industry

3. Regulatory changes could increase compliance spending Financial institutions in the US and other regions have been facing increasing regulatory challenges



1. JP Morgan Chase & Co

2. Bank of America Corporation

3. Citigroup Inc.



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