STRATEGIC ANALYSIS OF DUOLINGO LANGUAGE LEARNING PLATFORM

Abstract

The rising number of Internet and mobile device users influence the growing demand for educational technology solutions. Duolingo is a commercial language learning platform that offers courses on the web and a mobile app, launched in 2012 as a free website with the goal of addressing social inequalities in education. This article aims to analyze the company’s strategic capabilities which led to Duolingo being the top grossing education app since 2019. The evaluation was carried out by using methods of SWOT, VRIO, and Porter’s Five Forces analyses. The results suggest that Duolingo targeted a wide market segment and developed an attractive product by gamifying the learning process, thus securing a large share of the market in a competitive sector by taking advantage of technological advancement and social media.