Absa Group SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 4492

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

Absa Group

Parent Company

Barclays Africa Group




Banking and financials

Tagline/ Slogan

Today, tomorrow, together


A one-stop bank with dedicated services in South Africa especially



Retail, business, corporate and investment banking and wealth management products and services

Target Group

Range of services primarily in South Africa and Nambia


One Stop Bank in Africa

SWOT Analysis


1. Have received many awards like being rated as no. 1 banking brand in SA and as the coolest banking brand in SA for consecutive years
2. The bank recorded an increase in profit showing its strong financial position
3.The appointment of Maria Ramos as the Group Chief Executive.  She is South Africa’s most successful and highly regarded businesswomen
4. The Group’s key focus within Corporate Social Investment (CSI) to improve lives of unprivileged South Africans.

5. Offers banking services to all kinds of customers in South Africa


1. It is regarded as the most expensive bank in South Africa by the people there
2. With the increase in Barclays’ stake in Absa Group, the individuality of the bank is decreasing.
3.Headline earning was decreased for personal loans and retail bank which was a concern


1. The merger of Absa Bank with Barclays African Operations last year
2.Their shared goal of becoming the “go-to” bank in Africa

3. Expand to European and Asian markets


1. Increasing competitor activity can cause brand to lose market share
2.The different working conditions and environment of Barclay Group and Absa Group needs to be taken care of

3. Different regulations for international banks can cause operational inefficiency



1.Standard Bank Group
2.FirstRand Bank Group

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


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