LINE SWOT Analysis, Competitors & USP

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

SWOT analysis of LINE analyses the brand by its strengths, weaknesses, opportunities & threats. In LINE 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 LINE to benchmark its business & performance as compared to the competitors. LINE is one of the leading brands in the IT & Technology sector.

The table below lists the LINE SWOT (Strengths, Weaknesses, Opportunities, Threats), top LINE competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

LINE SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
LINE Brand Analysis
Parent Company

Line Corporation


Application - Messaging & Calling application


IT & Technology

Tagline/ Slogan

Line More Be Closer


LINE offers creative stickers along with its chats & video calls


All Internet Users

Target Group

Customers who need personalized messenger application (Relatively younger segment)


LINE offers free Messaging, Voice & Video Calls Whenever, Wherever

SWOT Analysis of LINE
LINE Strengths

Below are the Strengths in the SWOT Analysis of LINE:

1. LINE has been able to paddle upstream to find their place in emerging markets such as Japan, Thailand, Turkmenistan etc

2. LINE Stickers provide more fun and expressive chats

3. With over 10,000 stickers and emoticons, one can express a wider range of emotions

4. LINE lets users share photos, videos, voice messages, contacts and location information easily with your friends

5. Users can get the latest news and special coupons for popular artists and brands

6. Line can be used with Android, iOS, BlackBerry and Windows Phone, in addition to desktop version for Windows and MAC

7. Large user base with more than 700 million users

LINE Weaknesses

Here are the weaknesses in the LINE SWOT Analysis:

1. User privacy is still susceptible in social media applications

2. Intense competition means limited market share for LINE

LINE Opportunities

Following are the Opportunities in LINE SWOT Analysis:

1. Opportunity to expand globally to many countries

2. Rapid technological development can be tapped by LINE corporation

3. Research and development for service expansion can help get more users

4. Increasing internet penetration and number of smartphone users

LINE Threats

The threats in the SWOT Analysis of LINE are as mentioned:

1. Intense competition means loss of users for LINE

2. Changes in government regulation

3. Changes in consumer tastes means continuous improvement is needed, else it will become obsolete soon

4. Availability of substitute products

LINE Competition
LINE Competitors

Below are the top 9 competitors of LINE:

1. Viber

2. WeChat

3. Whatsapp

4. Skype

5. Telegram

6. Facebook

7. Instagram

8. Snapchat

9. Twitter

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to LINE. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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