LINE SWOT Analysis, Competitors & USP

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

LINE

Parent Company

Line Corporation

Category

Application - Messaging & Calling application

Sector

IT & Technology

Tagline/ Slogan

Line More Be Closer

USP

LINE offers creative stickers along with its chats & video calls

LINE STP

Segment

All Internet Users

Target Group

Customers who need personalized messenger application (Relatively younger segment)

Positioning

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

LINE SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (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

Weaknesses

1. User privacy is still susceptible in social media applications

2. Intense competition means limited market share for LINE

Opportunities

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

Threats

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

Competitors

Below are the 9 main LINE competitors :

1. Viber

2. WeChat

3. Whatsapp

4. Skype

5. Telegram

6. Facebook

7. Instagram

8. Snapchat

9. Twitter

The brandguide table above concludes the LINE SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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