Allphones SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 918

SWOT Analysis of Allphones with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

AMT group


Mobile phones, mobile plans, broadband plans, pre-paid services and mobile phone accessories



Tagline/ Slogan



Customer satisfaction



Individuals, businesses

Target Group

Individuals, small to medium businesses, dealers (franchisee)


Largest independent retailer in the country

SWOT Analysis


1. Emphasis on employee job satisfaction
2. Customer engagement with largest sporting and entertainment arena in Australia
3. Largest independent telecommunications retailer
4. Complete communications solutions for small to medium businesses

5. Products and services include mobile phones, mobile plans, broadband plans, pre-paid services

6. Allphones is the largest independent telecommunications retailer consisting of company owned, licensed and franchised stores


1. Unable to provide services at levels promised to the clients
2. History of Security loopholes
3. Inability to maintain cordial relationship with franchisees


1. Continuing business broadband expansion
2. Mobile data services based on 4G/ LTE technologies
3. Cloud data housing


1. Telecom services revenue growth falling year on year
2. Competitive pressure on pricing among operators
3. Continuing economic uncertainty leading to lessened discretionary spend



1. Telstra
2. Optus
3. Fonezone

The table above concludes the Allphones SWOT analysis along with its marketing and brand parameters.


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