Aetna SWOT Analysis, Competitors & USP

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

Aetna SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Aetna, 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 Aetna to benchmark its business & performance as compared to the competitors, and make strategic improvements. Aetna is one of the leading brands in the pharma and healthcare sector.

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

SWOT Analysis of Aetna

For Aetna, 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.

Aetna Strengths

The strengths of Aetna 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 Aetna :

1. Health care segment with 18.5 million members
2. Economies of scale and pricing power
3. Geographical spread and wide reach
4. Customer Loyalty and strong management

5. Good brand value and customer focused approach

Aetna 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 Aetna SWOT Analysis:

1.Less diversity in products and policies
2.Cost structure of products – comparatively highly priced
3.Very static online presence

Aetna 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 Aetna SWOT Analysis:

1.Bank on strong heritage
2.Operations in all states of USA used to capture expanding industry
3.Expansion with mergers and acquisitions can help grow

Aetna 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 Aetna are as mentioned:

1.Intense competition with continuous innovation
2.Government intervention can cause issues in growth
3.Stagnating growth in healthcare industry

Aetna Competitors

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

1.CIGNA Corporation
2.United Health Group Inc
3.Well Point Inc

Hence this concludes the Aetna SWOT analysis.

Continue reading more about the brand/company.

About Aetna

Aetna Overview
Parent Company

Aetna Inc


Health Care


Pharma and Healthcare

Tagline/ Slogan

We want  you to know


Life, death, health, or injury -- Aetna's got an insurance policy to cover it

Aetna STP

HMO, PPO , POS, HSA – Health savings account

Target Market

Doctors, hospitals, employers, patients, public officials


Traditional and consumer-directed health insurance products

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.

Browse marketing analysis of more brands and companies similar to Aetna. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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