AIB Allied Irish Banks SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 3033

SWOT Analysis of AIB Allied Irish Banks with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

AIB Allied Irish Banks

Parent Company

Allied Irish Banks (AIB)


Regional Banks


Banking and Financial Services

Tagline/ Slogan



One of the big four commercial banks in Ireland



Segmentation is based on the type of customer: personal segment, business segment and the wealth management segment.

Target Group

Targets the SME segment


One of Ireland’s largest financial institution

SWOT Analysis


1. As AIB has a significant importance in the Ireland financial services sector, the government ensures its well-being.

2. With the change of management, the new management has been successful in attracting high quality individuals through rigorous selection and it currently employs about 14000 people.

3. Its overseas presence is significantly higher than its domestic competitors and it has also performed greater international activities than its competitors.

4. It is recognised as the Big four Irish financial institutions

5. Its services include home, travel and health insurance alongwith retirement solutions


1. AIB has been recording increasing loan losses since the onset of subprime crisis as the credit quality has been deteriorating across various portfolios.

2. The group’s risk management activities are not so successful.

The group is not free from the credit risks with respect to customers and counterparties which could adversely affect the Group’s results, financial condition and further prospects.


1. It should involve in deleveraging process which would reduce its dependence on monetary authority funding and bring back the loan-to-deposit ratio within the specified limits.

2. As customers are moving towards mobile banking, it should provide more apps for Android and IOS devices.

3. AIB provides services such as Global Treasury, Corporate Banking and Investment Banking and a positive investment climate in the asset management industry would increase the revenues in these sectors.


1. Deterioration in the Irish sovereign ratings reduces the government support to AIB.

2. There is prevalence of systematic risk in the Irish banking sector which reduces the investment climate.

3. Its participation in the National Asset Management Agency (“NAMA”) programme gives rise to certain residual financial risks.



1. Bank of Ireland

2. Barclays PLC

3. Halifax plc

The table above concludes the AIB Allied Irish Banks SWOT analysis along with its marketing and brand parameters.


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