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LINE SWOT Analysis

Published by MBA Skool Team in IT & Technology category Last Updated: April 07, 2023Read time:

Here is a detailed SWOT analysis of LINE covering strengths, weaknesses, opportunities and threats.

LINE Strengths

  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

Above are the strengths in the SWOT Analysis of LINE. The strengths of LINE looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

LINE Weaknesses

  1. User privacy is still susceptible in social media applications
  2. Intense competition means limited market share for LINE

These were the weaknesses in the LINE SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

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

Above we covered the opportunities in LINE SWOT Analysis. The opportunities for any brand can include prospects of future growth.

LINE 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

The threats in the SWOT Analysis of LINE are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the LINE SWOT analysis.

About LINE

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to LINE. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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