Discover Financial Services SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 2011

SWOT Analysis of Discover Financial Services with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Discover Financial Services

Parent Company

Sears Holdings Corporation


Financial Institutions


Financial Services

Tagline/ Slogan

There’s always something more to Discover


A firm specializing in consumer financial services and provides a wide range of financial products to retail customers



Individuals, High Net Worth Individuals (HNI’s) and large investors

Target Group

Individuals & HNI’s


One of the largest consumer financial services offering unique products to its customers

SWOT Analysis


1. One of the largest credit card brand in United States with 50 million cardholders
2. Can leverage the acquisitions done like, Diners card, TARP, etc.
3. The growth in the EPS of the firm is significantly better than the industry average

4. 11,000+ employees with the organization

5. The brand also has savings products, personal loans, student loans, and home mortgage loans


1. Is limited to only consumer financial services, i.e., Retail Banking
2. Issues credit cards directly to customers which increased operational cost


1. Can diversify into Corporate banking, Preferred banking, etc.
2. Can tie up with financial institutions for issuing cards

3. Can expand to other geographic locations


1. Uncertainty in the economic outlook poses challenges in its operations
2. Adapting to fluctuating Interest rates as well as new Govt. regulations becomes a difficult task for the firm

3. Increasing competitor activity can affect the business operations



1. Visa
2. MasterCard
3. American Express

4. Citibank

5. JP Morgan


The table above concludes the Discover Financial Services SWOT analysis along with its marketing and brand parameters.


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