Millicom International Cellular (Tigo) SWOT Analysis, USP & Competitors

Posted in Telecom Service Providers, Total Reads: 5814

SWOT Analysis of Millicom International Cellular (Tigo) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Millicom International Cellular (Tigo)

Parent Company

Investment AB Kinnevik & Millicom Incorporated


Mobile Service Provider



Tagline/ Slogan

Everyone wants to be with you / with Tigo; Affordable Accessable Available


The company provides mobile services in 13 countries. With operations across Central America, South America, South-east Asia, and Africa



Broadband internet, fixed, wireless and public telephone services and mobile internet telecommunication services via 3G network.

Target Group

Corporate and individual customers using mobile and broadband services across geographies.


TIGO is currently using the following technologies - GSM, EDGE, UMTS, HSPDA, HSPA, HSPA+, WiMax, FTTH and has plans to use the LTE technology. TIGO will bring digital and HD CATV service also and has presence across geographies

SWOT Analysis


1. Higher Returns on its operations
2. Robust Operational Performance thanks to focused strategies
3. The group operates in Central America, South America, Africa, and Asia.
4. Operations have a combined population under license of approximately 270 million people


1. Decreasing Liquidity causing strategic disruptions
2. Lesser known brand in Europe, America and large parts of Asia compared to global giants


1. Predicted growth in Telecommunications Services
2. Increasing Demand for 3G across the world
3. Demand for Mobile Broadband in its operational geographies


1. Global Economic Slowdown impacting growth
2. Rapid Changes in Technology causing consistent capital infusion
3. Intense Competition leading to shrinking margins



1. Telefonica
2. T-Mobile
3. AT&T


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