WeChat SWOT Analysis, USP & Competitors

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

WeChat

Parent Company

Tencent Holdings Ltd.

Category

Application

Sector

Messaging & Calling application

Tagline/ Slogan

The new way to connect

USP

Availability of the feature ‘moments’

STP

Segment

Customers who need personalized messenger application (Relatively younger segment)

Target Group

All Internet Users

Positioning

Connecting a half billion people

Just got more personal

SWOT Analysis

Strengths

1. Wechat is completely free, it's not a trial for one year then you have to pay like whatsapp

2. Wechat users can broadcast messages to groups, follow brands, share photos and videos, and connect to new users through location services

3. The voice messaging feature is especially popular among Chinese speakers

4. Wechat can find people nearby and allow you to message them so you can get to know new people

5. Marketers like Wechat because messages passed among contacts on this platform are more likely to be viewed

6. Wechat has a feature called moments which is like a timeline for you to post statuses and photos...absent in Whatsapp

7. Wechat supports signing in with a user ID and a password unlike Whatsapp where you can only sign in using your phone number

8. High awareness – More than 500 Million active users

Weaknesses

1. Allegations of security over privacy of data is a concern

2. Intense competition means limited market share

Opportunities

1. Opportunity to expand globally to many countries

2. Rapid technological development

3. Service expansion – Opportunity to expand to new services

4. Increasing internet penetration and number of smartphone users

Threats

1. Intense competition

2. Changes in government regulation

3. Changes in consumer tastes – continuous improvement is needed – Else it will become obsolete soon

4. Availability of substitute products

Competition

Competitors

1. Whatsapp

2. Viber

3. Skype

4. Tango

5. Line



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