Alliance & Leicester SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 712

SWOT Analysis of Alliance & Leicester with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Alliance & Leicester

Parent Company

Santander Group




Financial Services

Tagline/ Slogan

Simple, Personal, Fair – what a bank should be


Part of the biggest UK brand Santander



Commercial Banking, current accounts, general insurance, life assurance, unit trusts, asset financing and commercial lending

Target Group

Large enterprises and rich individual investors


One stop shop for all its customer

SWOT Analysis


1. Founded in 1985 and is based in Bootle, United Kingdom.

2. Employs about 8,000 people

3. Branch staff carry out huge number of transactions for customers every year.

4. 3+ million shareholders worldwide in the Santander Group - and nearly half of those based in the UK

5. It has expertise in Banking, insurance

6. It was a part of the London Stock Exchange and FTSE 250 Index


1.  Limited publicity and brand visibility as compared to other major brands

2. Many people switching jobs and hence high attrition


1. Growing Forex market

2. Need for diversifying customer portfolios
3. Expansion opportunities in other countries


1. Stringent economic policies across the world
2. Very competitive environment
3. Government regulations and unstable financial conditions



1. The Royal Bank of Scotland

2. HSBC Holdings

3.Lloyds Banking group

The table above concludes the Alliance & Leicester SWOT analysis along with its marketing and brand parameters.


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