Absa Group SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Absa Group SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Absa Group, 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 make strategic improvements. Absa Group is one of the leading brands in the banking & financial services sector.

The article below lists the Absa Group SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Absa Group SWOT Analysis:

SWOT Analysis of Absa Group

For Absa Group, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Absa Group Strengths

The strengths of Absa Group looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Absa Group :

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

Absa Group Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

Absa Group Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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

Absa Group Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Absa Group:

1.Standard Bank Group
2.FirstRand Bank Group

Hence this concludes the Absa Group SWOT analysis.

Continue reading more about the brand/company.

About Absa Group

Absa Group Overview
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 Market

Range of services primarily in South Africa and Nambia


One Stop Bank in Africa

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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