RBS (Royal Bank of Scotland) SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of RBS (Royal Bank of Scotland) analyses the brand/company with its strengths, weaknesses, opportunities & threats. In RBS (Royal Bank of Scotland) 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 RBS (Royal Bank of Scotland) to benchmark its business & performance as compared to the competitors and industry. As of 2020, RBS (Royal Bank of Scotland) is one of the leading brands in the banking & financial services sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top RBS (Royal Bank of Scotland) competitors and includes RBS (Royal Bank of Scotland) target market, segmentation, positioning & Unique Selling Proposition (USP).

RBS (Royal Bank of Scotland) SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
RBS (Royal Bank of Scotland) Brand Analysis
Parent Company

Royal Bank of Scotland Plc




Banking & Financial Services

Tagline/ Slogan

Make it happen; Where people matter


Strong International Base

RBS (Royal Bank of Scotland) STP
RBS (Royal Bank of Scotland) Segmentation

Consumer and Personal Banking

RBS (Royal Bank of Scotland) Target Market

Rural and urban group

RBS (Royal Bank of Scotland) Positioning

Complete Banking and financial solutions

RBS (Royal Bank of Scotland) SWOT Analysis
RBS (Royal Bank of Scotland) Strengths

Below are the Strengths in the SWOT Analysis of RBS (Royal Bank of Scotland):

1. Integrated approach towards wealth management and banking
2. Technologically advance banking infrastructure
3. Expertise in various financial domains
4. It is one of the biggest banks in the world with over 140,000 employees gobally
5. RBS actively involved in sponsoring major sports events and teams

RBS (Royal Bank of Scotland) Weaknesses

Here are the weaknesses in the RBS (Royal Bank of Scotland) SWOT Analysis:

1.  RBS bonus payments subsequent to the UK government bailouts led to controversy
2. Less penetration in emerging economies like India, China etc

RBS (Royal Bank of Scotland) Opportunities

Following are the Opportunities in RBS (Royal Bank of Scotland) SWOT Analysis:

1.  Rural and social banking
2.  Global expansion in countries across the world
3. Mergers and Acquisitions of smaller institutions

RBS (Royal Bank of Scotland) Threats

The threats in the SWOT Analysis of RBS (Royal Bank of Scotland) are as mentioned:

1.  Stringent economic policies world over
2.  Highly competitive environment
3. Govt policies and global financial crises

RBS (Royal Bank of Scotland) Competition

Below are the top 11 RBS (Royal Bank of Scotland) competitors:

2.  Barclays Bank Bank

3.  Credit Suisse
4. Goldman Sachs Group

5. JP Morgan and Chase

6. BNP Paribas


8. Wells Fargo

9. Barclays Bank

10. Morgan Stanley

11. UBS AG

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.

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 RBS (Royal Bank of Scotland). The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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