RBS (Royal Bank of Scotland) SWOT Analysis, Competitors & USP

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

RBS (Royal Bank of Scotland) SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of RBS (Royal Bank of Scotland), 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 make strategic improvements. RBS (Royal Bank of Scotland) is one of the leading brands in the banking & financial services sector.

The article below lists the RBS (Royal Bank of Scotland) SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the RBS (Royal Bank of Scotland) SWOT Analysis:

SWOT Analysis of RBS (Royal Bank of Scotland)

For RBS (Royal Bank of Scotland), 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.

RBS (Royal Bank of Scotland) Strengths

The strengths of RBS (Royal Bank of Scotland) 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 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

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 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

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 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 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 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) Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 11 competitors of RBS (Royal Bank of Scotland):

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

Hence this concludes the RBS (Royal Bank of Scotland) SWOT analysis.

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About RBS (Royal Bank of Scotland)

RBS (Royal Bank of Scotland) Overview
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

Consumer and Personal Banking

Target Market

Rural and urban group


Complete Banking and financial solutions

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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