Bank of St. Helena SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 470
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SWOT Analysis of Bank of St. Helena with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bank of St. Helena

Parent Company

Bank of St. Helena

Category

Banking and Financial Services

Sector

Banking

Tagline/ Slogan

Building for the future

USP

Retail banking services  provided by indigenous bank of St. Helena

STP

Segment

Local residents

Target Group

Individual savers of St. Helena.

Positioning

A bank committed to providing simple and efficient banking services which are affordable to all.

SWOT Analysis

Strengths

1. Wholly government owned bank.

2. Only bank in the island of St. Helena. Hence practically no competition.

3. Steadily growing customer deposits over past 5-8 years.
4. Steady returns on investments placed in UK banks.

Weaknesses

1. Significant proportion of non-performing loans – those which are in arrears for more than 3 months.
2.Weak policy for identification of bad/doubtful debts.

Opportunities

1.Airport development at St. Helena will lead to better opportunities for income generation for local population. This in turn will generate more disposable income and investment opportunities.
2. Introduction of online banking – but needs heavy infrastructure set up.

3. Introduction of mobile banking services.

Threats

1. Slow economic recovery.
2. Increasing cost of conducting business – Employee and Premises costs, depreciation, regulator fees etc.
3.Credit, interest rate and operational risks.

Competition

Competitors

1.Barclays

2. Standard Chartered



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