LINE SWOT Analysis, Competitors & USP

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

LINE SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of LINE, 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, and make strategic improvements. LINE is one of the leading brands in the IT & Technology sector.

The article below lists the LINE SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the LINE SWOT Analysis:

SWOT Analysis of LINE

For LINE, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

LINE Strengths

The strengths of LINE looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. 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

Hence this concludes the LINE SWOT analysis.

Continue reading more about the brand/company.

About LINE

LINE Overview
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 Market

Customers who need personalized messenger application (Relatively younger segment)


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

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.

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