Bank of Ayudhya SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 2249

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

Bank of Ayudhya

Parent Company

Bank of Ayudhya


Regional Banks


Banking & Financial Services

Tagline/ Slogan



One of the largest commercial banks in Thailand

Bank of Ayudhya STP


Segmentation is based on the type of customer: personal segment, corporate segment and the SME segment.

Target Group

Individuals and enterprises looking for financial services


Banking solution for people in Thailand

Bank of Ayudhya SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Bank of Ayudhya. Strengths are:

1. Has a strong customer base as it was operating as a commercial bank for decades

2. Bank of Ayudhya is committed to social responsibility and aims to give back to society as a whole and it focuses on employee participation in its voluntary programs in order to imbue all employees with a strong social responsibility commitment

3. Able to deliver better services to its customers as it has over 18000 employees

4. Over 18,000+ employees work for the organization


Here are the weaknesses of Bank of Ayudhya :

1 .Total liabilities of the company have increased when compared to the previous years and it would reduce the net income as it needs to pay more interest on the loans taken

2. Increase in the loan-to-deposit ratio shows that the company has significantly more loans when compared to its assets

3. Lack of geographic presence increases the risk of the bank due to geographic concentration


Following are the Opportunities of Bank of Ayudhya :

1. Opportunity to grow in the retail banking business as it has acquired HSBC retail banking operations in Thailand recently

2. Acquisition of GE Capital's Consumer Finance Businesses in Thailand can increase the corporate loan segment base

3. Acquisition of CFG Services Company Limited (CFGS) gives it an opportunity to grow in the microfinance segment


The threats of Bank of Ayudhya are as mentioned :

1. Labour shortfall and low spending levels of the customers have adversely affected the profits of the bank

2. The bank now has to spend more in terms if IT infrastructure in order to counter the malware and virus attacks on its internet banking sites

3. High interest rates provided on its deposits could lead to reduction in the profits of the bank

Bank of Ayudhya Competition


Below are the 3 main Bank of Ayudhya competitors :

1. TMB Bank Public Company Limited

2. Bangkok Bank Public Company Limited

3. TISCO Bank Public Company Limited

The brandguide table above concludes the Bank of Ayudhya 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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