Amlin SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 1262

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


Parent Company

Amlin plc


Commercial enterprises and reinsurance protection to other insurance companies


Banking & Insurance


Strong foundation and superior financial strength



Commercial enterprises and reinsurance protection

Target Group

Medium and Large companies


Strong foundation and superior financial strength

SWOT Analysis


1. AM Best A+ rating (superior) – Financially very good

2.Superb claim service- fair, efficient and timely claims management

3.Well capitalized operating platform

4.Global reach-worldwide presence

5. Over 1500 employees are in the organization in over 7 countries

6. Sponsorship of events and sports like rugby have boosted the brand’s image

7. It is present in the London Stock Exchange and FTSE 250 Index


1. Highly competitive market means limited market share

2. Case of natural calamity, terrorism etc have given losses to the company in the past


1.Better handling of claims and improved customer service

2.Growing commercial enterprises insurance market

3.By marketing properly, will reach to more people and might get better reviews in future

4. Can heavily leverage technology for its businesses


1.Tax changes – government regulations have a huge impact on this industry and hence this firm as well

2.Competitive pressures likely to intensify

3. More number of entrants in this sector likely to affect the market share



1.RSA Insurance Group

2.Aviva PLC

3. AXA

The brandguide table above concludes the Amlin 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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