AMP Limited SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 1980

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

AMP Limited

Parent Company

AMP Limited


Investment Services


Banking & Financial Services

Tagline/ Slogan

Own tomorrow


Australia's largest retail and corporate superannuation provider, and one of the region's most significant investment manager

AMP Limited STP


Individual and institutional investors looking for financial services

Target Group

Individual and enterprise looking for service to managing their money


Wealth management, investment management, banking and allied services and solutions

AMP Limited SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of AMP Limited :

1. Leading market position and strong distribution networks in their geographies.
2. Increasing capital strength in last few years.
3. Industry leading productivity helps the company optimize the turnover and hence improve profitability.
4. AMP has one of Australia’s largest shareholder registers
5. It also has one of Australia’s largest shareholder registers


1.Operations are mostly limited to Australia and New Zealand
2.Certain AMP’s business are smaller in size as compared to larger banks. Relative lack of scale is affecting revenue growth


1.The merger of AMP and AXA widens the horizon of competitive expansion.
2.Rapid growth of global asset management and custody bank sector.
3.Several expansion initiatives including acquisitions and MoU in Asian markets.

4.Low competition in Asia market for financial asset management products.


1.Sluggish growth in Australia and New Zealand due to natural calamities(flood and earthquake).
2.Decline in individual policies owing to demographic trends.
3.Pressure on profit margin due to rise in interest rates.

AMP Limited Competition


Below are the 3 main AMP Limited competitors :

1.Ageas SA/NV
2.Australia and New Zealand Banking Group
3.Aviva plc

The brandguide table above concludes the AMP Limited 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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