African Bank Limited SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 3234
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SWOT Analysis of African Bank Limited with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

African Bank Limited

Parent Company

African Bank Investments Limited

Category

Banking and Financial Services

Sector

Banking

Tagline/ Slogan

Credit that works for you

USP

A bank which aims to be the best place to get loans for all purposes.

STP

Segment

African nationals and corporate and business houses

Target Group

African home owners and businesses in need of financial services

Positioning

A bank which offers loans at comfortable terms and rates.

SWOT Analysis

Strengths

1.  The bank provides a variety of services such as credit cards, personal loans, savings and investment schemes, funeral plan etc.
2. The bank has received the credit ombudsman award for consecutive years
3. The analyst’s outlook for the bank look positive with the EPS and dividends per share expected to increase over the next two years.
4.  The bank has taken corrective action quickly to address the weak economic scenario.

5. It is a locally controlled bank by the Reserve Bank of South Africa

Weaknesses

1. Weak economic outlook can affect the activities of the bank as disposable income gets eroded and investor confidence goes down.
2. The quality of banks assets have gone down, with non-performing loans increasing which is a concern
3. The credit impairment charge has been increased last year, reflecting the difficulty that bank is facing in collecting the dues.

Opportunities

1. Increasing living standards of customers can be seen as a sign of optimistic future.
2. Demographic dividend – The African population in the age group of 18 to 64 (working class) is increasing, therefore bank can look forward to more customers over the years.

3.  The should introduce loan products which are more suited to current needs of the customers base.

Threats

1. The bank can face default risk if it fails to meet its obligations towards its customers.
2. The bank can face risk due to downgrading by credit rating agencies in the future.
3. The bank can face interest rate risk, due to market interest rates moving in a direction which is unfavourable to the bank.

Competition

Competitors

1. First Rand Bank
2. Nedbank Limited
3. Investec Bank Limited


The table above concludes the African Bank Limited SWOT analysis along with its marketing strategy and brand parameters.

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