Suruga Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 913

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

Suruga Bank

Parent Company

Suruga Bank Ltd.




Banking and Finance

Tagline/ Slogan

To promote industry and personal lifestyles rooted in frugality, savings and good faith as essential parts of our day-to-day activities (mission)


To act as a life and business concierge and put our customers on track to make their dreams a reality.



People who require loans for their needs.

Target Group

Retail banking customers like self-employed, working women, senior citizens, and the newly wealthy.


Suruga aims to deploy retail banking to help customers realize their dreams.

SWOT Analysis


1. Suruga is based in Shizuoka, which is home to one of the Japan’s most active soccer communities.
2. Suruga specializes in small retail loans and does business in a broad range of geographical areas from Sapporo in the North to Fukuoka in the South.
3. The bank serves the greater Tokyo area through more than 125 branches.
4. An employee base of over 2,100

5. The bank provides personal, community &direct banking services in communities of Numazu, Shizuoka, and Shonan in Japan.

6. It has A- Long term issuer default rating which reflect the bank's Viability Rating, which reflects the bank's stable profitability, and its adequate capitalisation and risk profile.


1.Bank's overall franchise and lack of revenue diversification.
2.Weak loan demand and a low interest rate environment.
3.Japan's stagnant economy, continue to preclude the bank from growing organically and keep profitability low by international standards.


1.Investment opportunities in Currency trading.
2.Call money market lending.
3.Expansion into Hong Kong and China will certailny give strength to it’s portfolio.


1. Concern about fiscal bankruptcy and tax hikes.
2.Eurozone crisis.
3.Shortage of electrical supply due to shutting down of the Nuclear Reactor.

4.Japan has witnessed it’s biggest current account deficit this year because of decline in exports.



1.Aozora Bank, Ltd.
2.The Bank of Yokohama, Ltd.
3.Mitsubishi UFJ Financial Group, Inc.

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


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