Anthem Blue Cross and Blue Shield SWOT Analysis, Competitors & USP

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

SWOT analysis of Anthem Blue Cross and Blue Shield analyses the brand by 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. Anthem Blue Cross and Blue Shield is one of the leading brands in the pharma and healthcare sector.

The article below lists the Anthem Blue Cross and Blue Shield SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Anthem Blue Cross and Blue Shield SWOT Analysis:

SWOT Analysis of Anthem Blue Cross and Blue Shield

For Anthem Blue Cross and Blue Shield, 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.

Anthem Blue Cross and Blue Shield Strengths

The strengths of Anthem Blue Cross and Blue Shield 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 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

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 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

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 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 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 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Anthem Blue Cross and Blue Shield:

1. HealthSpring
2. Centene Corporation
3. Atena

Hence this concludes the Anthem Blue Cross and Blue Shield SWOT analysis.

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About Anthem Blue Cross and Blue Shield

Anthem Blue Cross and Blue Shield Overview
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
Segmentation

Health insurance

Target Market

Families and businesses

Positioning

Health and specialty programs customized for each customer segments


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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