Dexia SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 1601

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


Parent Company

Dexia N.V./S.A.




Banking & Financial Services

Tagline/ Slogan

Dexia, the bank for sustainable development


Bank offering innovative and adapted solutions

Dexia STP


Institutional and individual clients

Target Group

Private clients, public sector companies, government institutions, small and medium sized businesses in need of financial assistance


Bank offering financial services with emphasis on retail banking, commercial banking and public finance

Dexia SWOT Analysis


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

1. Strong market positions in Belgium and Luxembourg will help in recurring business momentum
2. One of the top 3 banks in Belgium
3. Holds a strong position in Turkey
4. Over 35,000 employees form a part of the group


1. Decreasing asset quality, earnings and coverage ratios will increase business risk
2. Return on Assets is much low when compared to industry and sector averages


1. Positive outlook for the asset management market
2. Focus on retail and commercial bank likely to increase revenue
3. Focus on public finance will help in increasing the revenue


1. Regulatory changes in Euro zone could affect the bank
2. Uncertainty in Euro zone will affect the bank

Dexia Competition


Below are the 3 main Dexia competitors :

1. KBC bank
2. BNP Paribas
3.AXA bank

The brandguide table above concludes the Dexia 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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