Bank of China SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 2359

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

Bank of China

Parent Company

Bank of China Limited (BOC)




Banking and Financial Services

Tagline/ Slogan

Bank of China - 100 years of history, always with you


State owned diversified bank  offering services in the areas of commercial, corporate, personal ,investment banking and insurance with presence in  China, Hong Kong , Macau and other 31 countries



Institutional  and individual clients seeking  financial assistance and advisory services

Target Group

Large, medium and small sized enterprises, personal banking catering to individuals of all sorts


One stop bank for various range of banking and financial services

SWOT Analysis


1. Offers varied financial services
2. Wide recognition from industry in terms of brand image
3. High level of branch network, over 10,000 outlets within China mainland itself
4. High degree of importance is given to the research and development , marketing, service and system construction of bank card products

5.Though a Chinese bank, high level  of internationalization is being adopted in terms of offerings and services
6. Has an employee strength of over 380,000 employees


1. Stiff competition from exiting banks in China
2.Not as dominant in agricultural financing as other banks


1. Can expand into mainland China, in terms of establishing new branches to compete with ICBC, CCB and ABC
2. Can go for high level expansion in terms of opening new branches across the globe to compete with global banks like Citi,Standard Chartered, RBS,Deutsche bank
3.Should focus on other banking areas though the bank leads in Trade financing


1. Foreign banks expanding at a rapid pace in mainland China, after impressive profits in 2011-2012
2.Lowered projected growth in China in 2012 by world bank will have significant impact on Chinese banking industry as a whole
3.Decreased investment growth in China in 2012 will have significant impact



1. Industrial and Commercial Bank of China (ICBC)
2. China Construction Bank
3. Agricultural Bank of China


5. Citibank

6. Standard Chartered Bank

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


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