Merrill Lynch SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 5381

SWOT Analysis of Merrill Lynch with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Merrill Lynch

Parent Company

Bank of America


Investment services


Banking & Financial Services

Tagline/ Slogan

Total Merrill; We see your financial life in total; Be Bullish


Merrill Lynch is one of the world's leading financial management and advisory companies, providing financial advice and investment banking services

Merrill Lynch STP


Enterprise and Individuals who are seeking financial help and advice

Target Group

Large enteprises and rich individual investors


An organisation which looks at the larger financial picture for investors

Merrill Lynch SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Merrill Lynch :

1.Strong brand name and good financial position globally
2.Leader in global wealth management
3.Wide range of financial service-provider
4.It has over 15000 financial advisors and it’s the world’s largest brokerage


1.Declining credit-ratings
2.Legal issues and fined for wrong research


1.Expansion in other countries
2.Diversifying portfolios for customers
3.Asset management sector
4 Mergers and acqusitions and JVs


1.Changing govt regulations and financial crisis like recessions
2.Investment banking pressures on the rise
2.Stiff competition

Merrill Lynch Competition


Below are the 2 main Merrill Lynch competitors :

1.Morgan Stanley
2.Goldman Sachs

The brandguide table above concludes the Merrill Lynch SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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