KPN SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of KPN analyses the brand by its strengths, weaknesses, opportunities & threats. In KPN SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like KPN to benchmark its business & performance as compared to the competitors. KPN is one of the leading brands in the telecom service providers sector.

The article below lists the KPN SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the KPN SWOT Analysis:

SWOT Analysis of KPN

For KPN, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

KPN Strengths

The strengths of KPN looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the 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

KPN Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the KPN SWOT Analysis:

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.

KPN Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in KPN SWOT Analysis:

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

KPN Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of KPN are as mentioned:

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

KPN Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of KPN:

2.Deutsche Telecom
3.France Telecom(Mobistar)

Hence this concludes the KPN SWOT analysis.

Continue reading more about the brand/company.

About KPN

KPN Overview
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 Market

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.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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