Generali Group SWOT Analysis, Competitors & USP

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

SWOT analysis of Generali Group analyses the brand by its strengths, weaknesses, opportunities & threats. In Generali Group 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 Generali Group to benchmark its business & performance as compared to the competitors. Generali Group is one of the leading brands in the banking & financial services sector.

The article below lists the Generali Group SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Generali Group SWOT Analysis:

SWOT Analysis of Generali Group

For Generali Group, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Generali Group Strengths

The strengths of Generali Group looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Generali Group :

1. Generali is one of Europe’s largest insurer, with being among the top in life insurance, health insurance and property/casualty insurance.

2. The group is believed to have an effective and efficient business model that allows all group companies geared to distribution channels.

3. The company has a strong advisory capacity.

4. It specialised in insurance, investment management and banking services

5. Nearly 80,000 employees are a part of the workforce

6. The company has significant operations in over 20 countries through tie-ups and collaborations

Generali Group Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Generali Group SWOT Analysis:

1.The company has a weak combined ratio which has been having an adverse effect on the underwriting profitability.

2. Few leading rating agencies have given a negative outlook to the company which has affected the group’s external source of financing.

Generali Group Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Generali Group SWOT Analysis:

1. In line with the global trends, there are number of opportunities in the retirement market worldwide.

2. The company can leverage on its standing in the private provision for the old and basic pension business.

3. The company has a great opportunity in terms of a positive outlook for the German non-life insurance industry.

Generali Group Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Generali Group are as mentioned:

1. The slow pace of economic recovery in Germany and other Euro zone economies can reduce the demand.

2. Incidence of extreme weather in Germany could test the company’s claims paying capability.

3. There is a likely increase in competition for capital that will increase costs due to Solvency II project.

Generali Group Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Generali Group:

1. Allianz AG

2. BayWa AG

3. AXA

Hence this concludes the Generali Group SWOT analysis.

Continue reading more about the brand/company.

About Generali Group

Generali Group Overview
Parent Company

Assicurazioni Generali


Diversified Insurance


Banking & Financial Services

Tagline/ Slogan

The Lion’s Culture. Our Culture.


Experience of over 150 years delivered with core values of Generali

Generali Group STP

Life Insurance, Non- life insurance, Assistance services

Target Market

Commercial and Business entities, Retail/Home/ Family investors


An insurance company that is responsible, strives for excellence and reliability

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.

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