KPN SWOT Analysis, Competitors & USP

Posted in Telecom Service Providers, Total Reads: 3951

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


Parent Company

Koninklijke PTT Nederland


Mobile Service Provider


Telecom Service Providers

Tagline/ Slogan

KPN, sluit je aan (KPN Join)


Market Leader in Mobile Network Operator in Netherlands



Wire-line & wireless telephony, internet & TV, end-to-end telecommunications & ICT services

Target Group

Wholesale network services to third parties, IP-based infrastructure, end-to-end solutions in infrastructure and network related IT to customers and businesses


Business network services and data transport throughout Western Europe.

KPN SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of KPN :

1. Leading Market Presence in Netherlands, France, and Germany amongst other geographies
2. Strong Operational Performance in terms of telephony services
3. Subscriber base of over 6 million fixed line, 33 million mobile & 2 million internet customers
4. One of the leading telecom service providers in Eirope with over 30,000 workforce


1. Tough competition from other European and global operators means little market share growth
2.Concentrated revenues from Netherlands, with other geographies contributing very less in terms of profits.


1.Strategic Acquisitions- opportunities across the globe
2.Growth in telecommunication services across geographies
3.Increasing demand for the more profitable 3G services


1.Competitive pressures from its more global competitors
2.Global Economic slowdown, especially in EURO region
3.Regulatory Issues across Europe

KPN Competition


Below are the 3 main KPN competitors :

2.Deutsche Telecom
3.France Telecom(Mobistar)

The brandguide table above concludes the KPN SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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