LINE SWOT Analysis, USP & Competitors

Posted in IT & Technology, Total Reads: 3323

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


Parent Company

Line Corporation


Application - Messaging & Calling application


IT & Technology

Tagline/ Slogan

Line More Be Closer


Creative stickers



All Internet Users

Target Group

Customers who need personalized messenger application (Relatively younger segment)


Free Messaging, Voice & Video Calls Whenever, Wherever

LINE SWOT Analysis


1. LINE has been able to paddle upstream to find their place in emerging markets such as India, Venezuela, Mexico and other Latin American countries and has a strong community in the world

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 – More than 550+ Million users


1. User privacy is still susceptible in social media applications

2. Intense competition means limited market share


1. Opportunity to expand globally to many countries

2. Rapid technological development

3. Research and development for service expansion – Opportunity to expand to new services

4. Increasing internet penetration and number of smartphone users


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

LINE Competition


1. Whatsapp

2. Viber

3. Skype

4. Telegram

5. WeChat

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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