Aflac SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 6596

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


Parent Company



Health care


Banking & Financial Services

Tagline/ Slogan

We ve got you under our wing


The Aflac Duck is a unique marketing strategy for the firm

Aflac STP


Insurance plans

Target Group

Accident, cancer /specified diseases, dental, hospital intensive care, life, lump sum cancer, lump sum cancer critical illness , short term disability


design insurance policies that can be used to help with those out-of-pocket expenses not covered by existing major medical coverage of U.S. consumers

Aflac SWOT Analysis


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

1. Focus on niche helping defend global market leadership in supplemental health insurance
2. Long standing relationships with banks continue contributing to recurring sales
3. Strong balance sheet providing financial strength
4. Unique products with high customer loyalty


1. Increasing concentration in Japan increases business risk
2. Losses on perpetual debentures likely to continue
3.Brand equity not strong enough compared to competitors


1. Launch of new products likely to generate higher returns
2. Launch of new initiatives to enhance sales
3. Increasing natural calamities in Japan likely to enhance life insurance market growth potential


1. Increasing competition in supplemental in health insurance sector
2. Increasing incidence and severity of natural disasters in Japan could affect underwriting profits
3. US insurance industry’s exposure to the ongoing Eurozone turmoil

Aflac Competition


Below are the 3 main Aflac competitors :

1. Focal Point Systems
2. MetLife, Inc
3. Allstate Corporation

The brandguide table above concludes the Aflac 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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