The authors prove that the current competitive strategy of Swedbank no longer can offer the desired effect. Swedbank and its closest competitor's competitiveness index has been analyzed in this paper. This allows the authors to clarify the situation of the bank's competitiveness and to develop some proposals of how to improve the situation. The practical value associates with the results that are obtained for practical use in real business. The proposed models can actually be used for managing the process and managers can use them in their daily work. Using these ideas in a daily work it is possible to increase competitiveness index of Swedbank by 3.9% or by 69 mln LVL in cash equivalent. The rate of risk is 40%.