Aozora Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1040

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

Aozora Bank

Parent Company

Aozora Bank, Ltd




Financial services

Tagline/ Slogan



Truly valuable customized  financial solutions  to clients through sophisticated and flexible planning



Institutional and individual clients

Target Group

Private individuals, SME’s, large corporate and financial institutions in need of customized financial solutions


Providing varied and customized financial solutions which best suit customers

SWOT Analysis


1. Pioneer in retail banking in Japan
2. One of the strongest capital positions among the Japanese banks
3. Strong position in terms of liquidity
4. Offers a broad range of financial services including specialty finance
5. Has its presence felt in 5 overseas centers


1. Limited presence in Japan and less global penetration
2. Dependence only on the Japanese market hence limited diversification compared to leading global banks


1. High opportunity to expand in Japan
2. Growth in Internet banking will help in increasing the customer base
3. High opportunity to grow in specialty finance area and commercial banking
4. Tie-up with international banks to go global


1. Decreasing investment activity in Japan
2. Macroeconomic scenario across the world affecting the banking business
3. Regulatory changes in Japan affecting the bank



1. Mizuho Financial Group
2. Sumitomo Trust and Banking
3. Mitsui Trust Holdings

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


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