Esanda SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 1013

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


Parent Company

ANZ Bank


Car and boat finance and Insurance


Banking & Financial Services

Tagline/ Slogan



Specialized car and boat finances

Esanda STP


Retail consumers and companies

Target Group

Mid to high end customers and companies


One of Australia’s largest vehicle finance providers

Esanda SWOT Analysis


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

1. It caters to the financial needs of Australians for over 50 years and is considered as one of the Australia’s largest vehicle finance providers
2. Being supported by ANZ Bank, customers of this firm considers their loans to be secured and competitive according to a market research
3. Over 400 customers a day are serviced for car financing on an average

4. One of the most recognized regional financial players in Australia


1. Customer base is low and the frequency of repetition of same customers using the products offered is comparatively low
2.Niche targeting makes cost of capital higher and it is comparatively riskier


1. In 2009, Esanda became a division of ANZ having previously been a wholly owned subsidiary
2. Transport industry is showing an increasing trend in the Australian market


1.Tough macroeconomic environment is affecting the customer base of the firm
2. Interest rates are increasing which makes loans expensive in this economic climate

Esanda Competition


Below are the 3 main Esanda competitors :

2.IOOF Funds
3.Capital Dynamics

The brandguide table above concludes the Esanda 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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