Bank of Scotland SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 944

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

Bank of Scotland

Parent Company

Lloyds Banking Group




Banking & Financial Services

Tagline/ Slogan

With you all the way


Only commercial banking institution to be formed by the Parliament of Scotland

Bank of Scotland STP


Personal, Private and Business banking

Target Group

Those who seek insurance, mortgage and personal loans


Total financial solutions

Bank of Scotland SWOT Analysis


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

1. Second oldest surviving bank in the UK since 1695
2. Technology aligned - First bank to make remote access technology available to its customers
3. Extensive presence in the UK

4. Over 20,000+ people are employed with the bank

5. Then bank has been actively involved in sponsorships of football teams and leagues


1.No major presence worldwide
2. Limited brand visibility and operations compared to large banks


1.Leverage the association with Lloyds Banking group as they are the second biggest banking group in UK
2.Leverage on the longevity of the brand as it should expand to more countries

3. The bank can tie-up with international partners to offer value added services


1.New comers like Virgin money and Tesco bank will add vigor and may attract the newer customers from Bank of Scotland
2. New regulation to switch banks can be undesirable for Bank of Scotland as it undermines its brand clout

Bank of Scotland Competition


Below are the 3 main Bank of Scotland competitors :

1.Royal Bank of Scotland
2.HSBC bank
3.Barclays Bank

The brandguide table above concludes the Bank of Scotland 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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