Royal Bank of Canada SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 5733

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

Royal Bank of Canada

Parent Company

RBC Financial Group




Banking and Financial Services

Tagline/ Slogan

Create a bright future for your business


Strive to have a positive economic, environmental and social impact and to provide responsible leadership.



Institutional investors, Individual investors and enterprises

Target Group

Institutional investors, Individual investors and enterprises looking for retail banking or financial services.


Pioneer in banking, insurance, capital markets, investing and wealth management activities.

SWOT Analysis


1. The bank serves seventeen million clients and has 80,100 employees worldwide.
2. Strong reputation:listed as the largest Canadian company by revenue and market capitalization by The Globe and Mail[
3. Spread across the globe:operations in Canada, the United States, and 51 other countries.
4. Diverse workforce: employs around 68,480 people.

5. Strong financials reflected in the financial statements.


1. Limited global popularity as compared to a few other banks as it is operations are mainly in Canada and US
2. Depended on volatile financial market.
3. RBC has been had issues and controversies (such as discrimination issue in US, financing of oil sand bitumen extraction, Ottawa branch firebombing, etc).


1. Geographical expansion through mergers, acquisitions and partnerships.
2. Increase in offerings to cater larger base of customer.

3. Setting up operations in south-east Asia to leverage on the growing economies


1.Vancouver area's housing market is vulnerable to a bust.
2. Impacted by regulatory and legal changes across the nation.
3. Facing intensive competition.



1. The Bank of Nova Scotia
2.Canadian Imperial Bank of Commerce
3.The Toronto-Dominion Bank

4.Bank of Montreal

5.Barclays PLC

6. Credicorp Ltd.

7.KB Financial Group Inc

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


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