Lincoln National SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Lincoln National analyses the brand by its strengths, weaknesses, opportunities & threats. In Lincoln National SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Lincoln National to benchmark its business & performance as compared to the competitors. Lincoln National is one of the leading brands in the banking & financial services sector.

The table below lists the Lincoln National SWOT (Strengths, Weaknesses, Opportunities, Threats), top Lincoln National competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Lincoln National SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Lincoln National Brand Analysis
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
SWOT Analysis of Lincoln National
Lincoln National Strengths

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
Lincoln National Weaknesses

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
Lincoln National Opportunities

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
Lincoln National Threats

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
Lincoln National Competition
Lincoln National Competitors

Below are the top 3 competitors of Lincoln National:

1.Prudential Financial
2.Genworth financial
3.AFLAC


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Lincoln National. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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