Lincoln National SWOT Analysis, Competitors, STP & USP

Lincoln Financial Group

Healthcare

Banking & Financial Services

You‘re in charge

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

Financial services

Retirement plans, life insurance, investment management, financial media

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

Below are the Strengths in the SWOT Analysis of Lincoln National:

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

Here are the weaknesses in the Lincoln National SWOT Analysis:

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

Following are the Opportunities in Lincoln National SWOT Analysis:

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

The threats in the SWOT Analysis of Lincoln National are as mentioned:

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

Below are the top 3 Lincoln National competitors:

1.Prudential Financial
2.Genworth financial
3.AFLAC