Coutts SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1320

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


Parent Company

Royal Bank of Scotland


Financial Institution


Banking & Financial Services

Tagline/ Slogan



A firm offering unique products and services in selected domains from private banking, wealth management, commercial banking and insurance



Individuals, HNIs, medium & large firms and large investors

Target Group

Individuals, HNIs and large investors


A financial firm specially catering towards the private banking and wealth management needs of consumers

SWOT Analysis


1. One of the world’s oldest and leading banks in Britain
2. Offers products from commercial banking, private banking, insurance and wealth management -> covers a large segment of population
3. Strong reputation of the parent company -> can leverage that

4. Products and service offered Wealth management – accounts, investments, lending, deposits


1. The brand has been affect at times by instances of alleged malpractices and money laundering cases
2. Not strong presence worldwide


1. Can offer corporate banking, investment banking and advisory services
2. Can expand to other countries
3. Can acquire other firms

4. Can form strategic alliance with other subsidiaries of RBS Group


1. Entries from new players
2. Firms operations are highly dependent upon the economic growth of the country

3. Economic fluctuations and recessions can affect operations



1. Bank of America Global Wealth & Investment Management
2. UBS Wealth Management
3. Goldman Sachs

4. Raymond James Financial

5. Credit Suisse

6. HSBC Private Bank

7. Fidelity

8. Charles Schwab

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


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