FirstRand SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 838

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


Parent Company

FirstRand Group




Banking & Financial Services

Tagline/ Slogan



A bank focused mostly towards providing retail banking services as well as investment opportunities to its customers

FirstRand STP


Individuals, large firms and investors looking for investment and financial services

Target Group

Individuals and investors looking for investment and retail services


A firm that delivers wide variety of financial products from loans, mortgages, debit & credit cards to asset management services

FirstRand SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of FirstRand :

1. Licensed by Reserve Bank of South Africa
2. Has captured a major market share in Africa
3. Wide range of financial & investment products
4. Strong brand recognition in the South African banking sector

5. Products include Loans, mortgages investments, debit cards, credit cards, insurance, asset management


1. Mostly limited to South Africa
2. Product portfolio is limited to Retail banking products & investment products
3. Political outlook of the country is not stable


1. Can expand to other geographic locations
2. Can diversify to other banking divisions like corporate banking, preferred banking, etc

3. Acquisition of smaller financial firms and also tie-ups with big global brands


1. Changes in the policies of Reserve Bank of South Africa will hamper its working
2. Changes in the fiscal policy might affect the individuals which will in turn affect the banking operations

FirstRand Competition


Below are the 5 main FirstRand competitors :

1. Barclays
2. Nedbank Group
3. Standard Bank Group

4. Al Baraka Bank

5. Wesbank

The brandguide table above concludes the FirstRand SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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