Chang Hwa Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1203

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

Chang Hwa Bank

Parent Company

Taishin Financial Holding




Banking and Financial Services

Tagline/ Slogan

Smile and reach out


Providing financial products and services to Taiwanese/overseas Chinese corporations and individuals as well as local corporations.



People looking for retail and commercial banking services.

Target Group

Private and corporate customers.


Dedicated in improving service level and broadening service scope to provide diversified financial services to the public and enterprises.

SWOT Analysis


1. One of the leading commercial banks in Taiwan in terms of paid-in capital and sound financial structure.
2. Chang Hwa Bank has a good international presence as it has overseas branches in London, New York, Los Angeles, Tokyo, Singapore and Kunshan China.

3. Apart from conventional banking the overseas branches are also engaged in money and capital market transactions. They are active in the international syndicated loan businesses also.
4. Has a huge domestic network of 175 branches
5. Has an employee base of over 6500


1. With Taiwan being an export focussed nation, the world’s contracting GDP will inevitably affect Taiwan
2. Not much penetration in the developing nations of the world.
3. Lower credit rating than the competitors like Taiwan Cooperative bank.


1. It can open more branches in Kunshan where it has already one branch to extend it services to more customers.
2. It can lend to industries in China which are looking to modernize and get new technology.
3. Bank can enter the Indian market or Sri Lankan market to acquire more diversified customer portfolio.


1. Greece which is threating to exit Euro zone which is impacting the financial markets all over the world.
2. Due to Uncertainty in Taiwan’s policy for the financial sector, private equity funds investing in Taiwanese banks are left with a dilemma of either pulling out with a loss or holding on despite having dark future
3. Presence and penetration of international banks



1. Cathay Financial Holding Co., Ltd
2. Chinatrust Financial Holding Co., Ltd
3. First Financial Holding Co., Ltd.

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


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