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  3. Royal Bank of Scotland (RBS) SWOT Analysis

Royal Bank of Scotland (RBS) SWOT Analysis

Published by MBA Skool Team in Banking & Financial Services category Last Updated: November 18, 2023Read time:

Here is a detailed SWOT analysis of Royal Bank of Scotland (RBS) covering strengths, weaknesses, opportunities and threats.

Royal Bank of Scotland (RBS) Strengths

  1. Integrated approach towards wealth management and banking
  2. Technologically advance banking infrastructure
  3. Expertise in various financial domains
  4. It is one of the biggest banks in the world with over 140,000 employees gobally
  5. RBS actively involved in sponsoring major sports events and teams

Above are the strengths in the SWOT Analysis of Royal Bank of Scotland (RBS). The strengths of Royal Bank of Scotland (RBS) looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Royal Bank of Scotland (RBS) Weaknesses

  1. RBS bonus payments subsequent to the UK government bailouts led to controversy
  2. Less penetration in emerging economies like India, China etc

These were the weaknesses in the Royal Bank of Scotland (RBS) SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Royal Bank of Scotland (RBS) Opportunities

  1. Rural and social banking
  2. Global expansion in countries across the world
  3. Mergers and Acquisitions of smaller institutions

Above we covered the opportunities in Royal Bank of Scotland (RBS) SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Royal Bank of Scotland (RBS) Threats

  1. Stringent economic policies world over
  2. Highly competitive environment
  3. Govt policies and global financial crises

The threats in the SWOT Analysis of Royal Bank of Scotland (RBS) are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Royal Bank of Scotland (RBS) SWOT analysis.

About Royal Bank of Scotland (RBS)

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Royal Bank of Scotland (RBS) Overview
Parent Company

Royal Bank of Scotland Plc




Banking & Financial Services

Tagline/ Slogan

Make it happen; Where people matter


Strong International Base

Royal Bank of Scotland (RBS) STP

Consumer and Personal Banking

Target Market

Rural and urban group


Complete Banking and financial solutions

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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 Royal Bank of Scotland (RBS). This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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