MBNA SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1075

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


Parent Company

Bank of America


Credit Card Services


Banking and financial Services

Tagline/ Slogan

The Power behind your credit card


Enabling customers to buy today and repay tomorrow



Individuals and Institutions

Target Group

Individual clients, medium and large corporate customers


Competitive offers, low rates and added rewards

SWOT Analysis


1. It has a very strong customer base of 5 million card holders
2. It was awarded the Money facts credit card provider of the year 2013 and 2014 
3. It has a very strong parent company in Bank of America which has an annual revenue of $85 billion
4. It has over two decades of experience in providing credit card services

5. It has long standing relationships with teams like Arsenal, Liverpool

6. it has innovative products like charity credit cards which increase its brand value


1. Strong competition from other banks makes it difficult to increase market share
2. It has been involved in a lot of controversies which tarnish the brand image


1. Increase its operation in new emerging economies
2. Economic recovery in USA will increase the demand of credit cards

3. provide customers with more innovative products which are tough for competitors to match


1. Economic uncertainty in North American market
2. Government policy and regulatory changes in USA will have a major impact on US business



1. American Express
2. Citibank
3. Chase

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


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