Ulster Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 936

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

Ulster Bank

Parent Company

The Royal bank of Scotland Group


Financial Services



Tagline/ Slogan

Help for what matters


One of the “Big Four” banks of Republic of Ireland



Businesses in Ireland

Target Group

Small businesses, Startups to Established companies in various sectors


Premium financial services across diverse sectors

SWOT Analysis


1. Employs 6000 employees, servicing close to 2 million personal and corporate clientele

2. Provides private banking for high net worth individuals
3. Retains right to issue banknotes
4. Sponsors Rugby teams, music festivals in Belfast and other businesses
5. CSR initiatives include Skills & Opportunities fund for improving the local community, Give A Day- employees are given a day off to help NGOs, The Prince’s Trust- help people from disadvantaged background etc.

6. Strong presence across the entire country


1. No major presence outside Ireland & Banks security establishment was criticized during the trial for destruction of old bank notes totaling GBP 900,000
2. Exposed to credit risk as Ulster Bank carries out a wide range of business activities


1. To tap potential in markets outside Ireland
2. GDP of Ireland will grow consistently which will result in more business for the bank


1. Economy of UK is recovering slower than expected
2. Presence of bigger global banks

3. Fluctuating global economic scenarios and instability in Europe



1.First Trust Bank

2.Bank of Ireland

3.KBC Bank Ireland

The table above concludes the Ulster Bank SWOT analysis along with its marketing and brand parameters.


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