Anthem Blue Cross and Blue Shield SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Anthem Blue Cross and Blue Shield analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Anthem Blue Cross and Blue Shield 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 Anthem Blue Cross and Blue Shield to benchmark its business & performance as compared to the competitors and industry. As of 2020, Anthem Blue Cross and Blue Shield is one of the leading brands in the pharma and healthcare sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Anthem Blue Cross and Blue Shield competitors and includes Anthem Blue Cross and Blue Shield target market, segmentation, positioning & Unique Selling Proposition (USP).

Anthem Blue Cross and Blue Shield SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Anthem Blue Cross and Blue Shield Brand Analysis
Parent Company

Anthem Inc.

Category

Managed healthcare

Sector

Pharma and Healthcare

Tagline/ Slogan

Together, we are transforming health care with trusted and caring solutions

USP

Focus on day-to-day execution and capitalizes on new opportunities to drive growth

Anthem Blue Cross and Blue Shield STP
Anthem Blue Cross and Blue Shield Segmentation

Health insurance

Anthem Blue Cross and Blue Shield Target Market

Families and businesses

Anthem Blue Cross and Blue Shield Positioning

Health and specialty programs customized for each customer segments

Anthem Blue Cross and Blue Shield SWOT Analysis
Anthem Blue Cross and Blue Shield Strengths

Below are the Strengths in the SWOT Analysis of Anthem Blue Cross and Blue Shield:

1. Brand value of Anthem Inc. and Wellpoint health networks Inc. brought together
2. Diverse and broad portfolio of integrated health care plans and related services
3. Rapid expansion in last decade through merger and acquisition
4. Highly satisfied customers, positively reviewed and well rated

Anthem Blue Cross and Blue Shield Weaknesses

Here are the weaknesses in the Anthem Blue Cross and Blue Shield SWOT Analysis:

1. Has been in news for controversies especially in 2009 and 2010
2. Low interest rate scenario in the US hurts the profitability of insurers in the US
3. Unable to secure customer data from hackers, 37.5 million records were recently stolen from database
4. Since 2013 dip in insurance penetration i.e. insurance premiums as a percentage of GDP

Anthem Blue Cross and Blue Shield Opportunities

Following are the Opportunities in Anthem Blue Cross and Blue Shield SWOT Analysis:

1. Further expansion by acquisitions to ensure complete range of managed healthcare services
2. Banking upon market leadership in US to expand into new markets
3. More product offering and services and trying to attain first mover advantage in certain segments

Anthem Blue Cross and Blue Shield Threats

The threats in the SWOT Analysis of Anthem Blue Cross and Blue Shield are as mentioned:

1. Brand equity may be adversely affected by multiple controversies
2. Highly competitive market makes maintaining market share a major challenge
3. Threat of data breach may lead to apprehension in mind of consumers

Anthem Blue Cross and Blue Shield Competition
Competitors

Below are the top 3 Anthem Blue Cross and Blue Shield competitors:

1. HealthSpring
2. Centene Corporation
3. Atena


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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