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EE SWOT Analysis

Published by MBA Skool Team in Telecom Service Providers category Last Updated: September 22, 2023Read time:

Here is a detailed SWOT analysis of EE covering strengths, weaknesses, opportunities and threats.

EE Strengths

  1. More than 27 million customers somce its existence.
  2. main strengths of EE is the largest coverage, including biggest 3G network across the UK
  3. the company operates the largest amount of retail stores, 570+ (including 100 franchise stores), which located on the high streets and shopping malls
  4. EE launched 4G service long before other rivals that allowed giving access to over 70 % of UK population, making it the market leader.
  5. Sponsorship of big football and movie events increases brand visibility

Above are the strengths in the SWOT Analysis of EE. The strengths of EE looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

EE Weaknesses

  1. Brand recall is very week due its recent launch compared with established brand names.
  2. EE is mainly targeting the business segment and thus losing out on individual consumers

These were the weaknesses in the EE SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

EE Opportunities

  1. Growing market for telecommunication industry
  2. Great platform of B2B business growth for EE, especially with its broad 4G services.
  3. Increased smart phone ownership and increased mobile phone usage
  4. As the market leader of 4G service, it can boost its revenue by selling more 4G enabled phones and through post-pay contracts.

Above we covered the opportunities in EE SWOT Analysis. The opportunities for any brand can include prospects of future growth.

EE Threats

  1. Future growth potential of 4G may lead to intensive competition which might result in EE losing its market share & position
  2. Increased number of IT attacks on mobile phones can discourage customers from using the data functions on their handsets that
  3. will significantly affect the company’s margins
  4.  Introduction of various VoIP and instant messenger applications for  phones can significantly decrease the use of EE voice services

The threats in the SWOT Analysis of EE are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the EE SWOT analysis.

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About EE

The table below gives the brand overview along with its target market, segmentation, positioning & USP

EE Overview
Parent Company

(earlier Everything Everywhere) Deustche Telecom (50%) & Orange(50%)




Telecom Service Providers

Tagline/ Slogan

No other network is bigger, faster & more reliable


4G services market leader & first mover


Fixed line and mobile telephony, broadband

Target Market



Positioned as UK’s biggest 4G network

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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