Absa Group SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 8645

SWOT analysis of Absa Group analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Absa Group SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Absa Group to benchmark its business & performance as compared to the competitors and industry. Absa Group is one of the leading brands in the banking & financial services sector. The table below also lists the top Absa Group competitors and elaborates Absa Group market segmentation, target group, positioning & Unique Selling Proposition (USP).

Absa Group SWOT, Competitors, Marketing STP & Brand analysis Table
Absa Group Brand Analysis
Parent Company

Barclays Africa Group




Banking & Financial Services

Tagline/ Slogan

Today, tomorrow, together


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

Absa Group STP

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

Absa Group SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Absa Group. Strengths are:

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


Here are the weaknesses in the Absa Group SWOT Analysis:

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


Following are the Opportunities in Absa Group SWOT Analysis:

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


The threats in the SWOT Analysis of Absa Group are as mentioned:

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

Absa Group Competition

Below are the top 3 Absa Group competitors:

1.Standard Bank Group
2.FirstRand Bank Group

The brandguide table above concludes the Absa Group 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. Browse marketing analysis of more brands and companies similar to Absa Group. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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