Bendigo & Adelaide Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1503

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

Bendigo & Adelaide Bank

Parent Company

Bendigo & Adelaide Bank


Regional Banks


Banking and Financial Services

Tagline/ Slogan

Relevant. Valued. Connected


One of the leading retailing banks in Australia



Retail banking services, Financial planning services and Foreign exchange services

Target Group

Retail banking services and Financial planning services


Focus on building and improving the prospects of its customers, communities and partners in order to develop sustainable earnings and growth for its business

SWOT Analysis


1. Strong presence in Australia with a vast number of branches and ATM’s and it employs around 5,000 people

2. Strong representation of females in senior management (including senior managers and executives)and is in plans to increase this

3. Proper demarcation of tasks in various committees which cover the entire breadth of the organization

4. It has over 900 outlets across Australia


1. Equity has been increasing which would lead to dilution of the ownership in the bank

2. As the bank is following stringent credit measures, it rejected a few claims for the loans which may be likely to default thereby decreasing the operating income for the bank

3. It has increased the reserve for credit losses and it reduces the money available with the bank


1. It is in talks to merge with Bank of Cyprus and this merger would increase its product portfolio in the personal and business segment

2. It should go for some more horizontal mergers and try to increase its customer base by offering a wide gamut of services

3. J P Morgan upgrades BEN to Neutral from Underweight and this would drive up its market capitalization as it would drive the share prices upward


1. It is present only in Australia which would be risky and it is missing on the international customers

2. Rural Bank, majorly owned by Bendigo & Adelaide Bank is facing many threats due to its lack of proper reach in the rural segment

3. Supermarket retailer Coles is posing a major threat to Australia’s banks, as the company is seeking a formal banking license, so it can add savings accounts to its list of financial products



1. Westpac Banking Corporation

2. National Australia Bank Limited

3. Bank of Queensland Limited


The table above concludes the Bendigo & Adelaide Bank SWOT analysis along with its marketing and brand parameters.


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