Lincoln National SWOT Analysis, USP & Competitors

Lincoln National

Parent Company

Lincoln Financial Group

Category

Healthcare

Sector

Banking & Financial Services

Tagline/ Slogan

You‘re in charge

USP

All four major ratings agencies have affirmed financial strength ratings with a stable outlook

Lincoln National STP

Segment

Financial services

Target Group

Retirement plans, life insurance, investment management, financial media

Positioning

Building on more than 100 years of expertise and sound risk management, Lincoln Financial today has a strong financial foundation with ample capital and liquidity to cushion the company from further disruptions in the markets

Lincoln National SWOT Analysis

Strengths

1. Ranked among the top in universal life sales
2. Strong history of over 100 years – resulting in strong brand association
3. Diversified set of products and offerings
4. Owner of US patent – “Method and apparatus for providing retirement income benefits"

5.Strong brand image and market reputation

Weaknesses

1.Bad debt – Issues due to economic downturn
2. Scope for improvement in risk management
3. Credibilty and ratings are dependent on external agencies – hence need to maintain positive brand image

Opportunities

1.Make it a one stop shop for all financial decisions
2.Geographical expansion
3.Mergers and acquisitions to widen product portfolio

Threats

1.Business growth and performance are strongly linked to economic cycles
2.Have to be concerned about patent expiry and accompanying losses in revenue
3.Insurance frauds and competitive environment

Lincoln National Competition

Competitors

1.Prudential Financial
2.Genworth financial
3.AFLAC