MTN Group SWOT & PESTLE Analysis
COMPANY PROFILE -MTN Group
Business Sector :Telecom
Operating Geography :Africa, Asia and Europe
About MTN Group :
MTN Group is a multinational telecommunications company operating across the African continent and few Asian and European countries. Founded in 1994, it is headquartered in Johannesburg, South Africa and employs close to 20,000 people as of 2016. South Africa and Nigeria are its major markets jointly contributing to approx. 63% of revenue. It is currently one of Africa’s most admired and valuable brands. The company is the eighth largest mobile network operator globally and provides voice, data and digital services to retail consumers in 21 countries and enterprise solutions to businesses in 23 countries. It has ranked #936 on the Forbes Global 2000 2019 list. The company has 18,931 employees working for it as per 2019 records.The vision statement reads “lead the delivery of a bold, new digital world to its customers and its mission is to make its customers' lives a whole lot brighter”.
MTN Group Revenue :
1, 34,560 RM – FY ending 31st Dec 2018 (y-o-y growth 1.2 %)
1, 32,869 RM – FY ending 31st Dec 2017 (y-o-y growth (negative) -10.2%)
1, 47,920 RM – FY ending 31st Dec 2016
Competitive Analysis of MTN Group
1. Strong brand with largest market share in 15 countries 2. Huge subscriber base with more than 240 mn customers 3. Comprehensive range of innovative products and services | 1. Major setback in Nigerian operations with NCC imposing a penalty 2. Currency fluctuations in major markets |
1. Digitization to drive growth of telecom players 2. Huge potential in Iranian markets after sanctions removal | 1. Power shortages across Africa affecting telecom infrastructure 2. Political developments and unrest across MENA markets 2. Political developments and unrest across MENA markets |
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Detailed SWOT Analysis of MTN Group
Strength
1. Strong brand with largest market share in 15 countries: MTN is a top global brand and features regularly in top 500 global brands. It was also South Africa’s most valuable brand as of 2016, for a fourth consecutive year. MTN’s excellent network coverage and high capacity has proved to be a key differentiator which has helped it to achieve number one operator in 15 out of 22 markets it operated in 2015.
2. Huge subscriber base with more than 230 mn customers: It offers segmented voice and data services to more than 234 million subscribers across 22 markets as of Q3 2016. However, with the SIM registration mandate in Nigeria, there was a temporary 6.9% fall in users to 57.04 million in the country in Q1 2016 which again improved by Q3 2016 to almost 60.5 million subscribers. With close to 52 million 3G-enabled devices on network, MTN is continuing to invest and expand its 3G and LTE networks and the overall growth prospects in its major markets seem bright over the next 4 years.
3. Comprehensive range of innovative products and services: MTN offers its customers a complete range of services. MTN has more than 80 companies providing 5000 content services under its lifestyle offerings and it is the largest distributor of music in Africa. Its joint venture (JV) with Middle East Internet Holding (MEIH) is an e-commerce start-up which aims to establish its base in the attractive Middle East markets. Its JV with Africa Internet Holding (AIH) is making steady progress and clocked 4.4 million transactions in 2015 with more than 2.3 million customers on-board. MTN Mobile Money an e-wallet had 35 million across 15 countries as of 2015.
Weakness
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Opportunity
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Threat
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References used in MTN Group Analysis Report
1. MTN Group limited integrated report 2018 - https://www.mtn.com/wp-content/uploads/2019/03/MTN-AR-2019_LORES.pdf
2. MTN Group limited financial result booklet 2017 - https://www.mtn.com/wp-content/uploads/2019/02/Booklet2017.pdf
3. Investors – MTN Group -https://www.mtn.com/wp-content/uploads/2019/02/ADP-Interim-Results-Presentation-2017.pdf
4. Rich media services – MTN Group -https://www.mtn.com/what-we-do/rich-media-services/
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MTN Group SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.
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