MTNL SWOT Analysis, USP & Competitors

Posted in Telecom Service Providers, Total Reads: 4175
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SWOT Analysis of MTNL with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

MTNL

Parent Company

MTNL

Category

Mobile service provider

Sector

Telecommunication

Tagline/ Slogans

Transparency makes us Different

USP

SMS rates are reasonable; high speech quality and is capable of delivering high bandwidth using DSL technologies

STP

Segment

Senior citizens, Conservative audiences

Target Group

Middle class from urban areas

Positioning

Most reliable and low priced service

SWOT Analysis

Strengths

1.High on cash and established infrastructure
2.Enjoys large consumer base in New Delhi, Mumbai
3.Being a Govt. company, it enjoys a strong reliability among users
4.First to introduce 3G services at low prices
5.Cheapest tarrif rate; Lowest international calling rates
6.Gets opportunity to be innovative first mover advantage

Weaknesses

1.Weak marketing as compared to other popular brands
2. Bureaucratic organizational structure

Opportunities

1.Fast expanding cellular market
2.Latest and low cost technology
3.Untapped urban market
4.Value added services
5.Better connect with customers through ads and service centres

Threats

1.Competitors low price offering
2. Saturation point in Basic telephony service
3.Mobile Number Portability

Competition

Competitors

1.Reliance
2.Idea
3.Vodafone
4.Tata Docomo
5.Aircel
6.Airtel
7.BSNL
8.Uninor
9.Tata Indicom
10.Virgin



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