AMP Ltd SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1742

SWOT Analysis of AMP Ltd with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

AMP Ltd.


Financial Institutions


Banking & Financial Services

Tagline/ Slogan

Invest today, own tomorrow


One of the leading banks of Australia specializing in retail banking products, insurance and investment services



Individuals, large firms as well as financial institutions looking for financial services

Target Group

Individuals and firms looking for financial products and investment


One of the market leaders in financial services, investment and insurance services

SWOT Analysis


1. Offers a wide variety of products under Retail banking, Corporate banking, superannuation, investment and insurance services
2. Presence of the three different business units brings more accountability and efficiency
3. Large market share in Australia & New Zealand can be replicated to other similar countries

4. Large number of shareholders

5. The company has over 6000+ employees

6. Its has strong divisions like AMP Financial Services, AMP Capital Investors, AXA Asia Pacific as well

7. Offices in US, UK, Bahrain, China, Hong Kong, India, Japan, Luxembourg, Singapore


1. Profits and revenues are being affected because of major players
2. Mostly confined to two countries
3. Existing volatilities in the investment strategies


1. Can expand into other developing countries
2. Can acquire other small banks and financial services firm

3. Can grow in asset management industry


1. Complying with the stringent regulations imposed by the central banks of the country
2. Business cycle of Australia & NZ has affected the entire operations as well as profits



1. National Australia Bank
2. Commonwealth Bank of Australia
3. Westpac Banking Group

4. Australia and New Zealand (ANZ) Banking Group Ltd.

5. Bank of New Zealand (BNZ)

6. Heartland Bank

The table above concludes the AMP Ltd SWOT analysis along with its marketing and brand parameters.


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