Sw Analysis of Lego Group

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6.1 Strengths Brand name As a professional toy company since 1932, the brand name LEGO is well-known to people all over the world as an important intangible asset. The LEGO icon raised the brand identification as well as formed a basic perspective of LEGO products, which have increased percent of repeat buying and brand loyalty by effecting consumer preference. Therefore, having a high identifiable brand name provide a medium-level strength. Reputation and image with expanding customer groups With the motto, “only the Best is Good Enough”, and the standard that each Lego piece must be manufactured to an exacting degree of precision, which means tolerances as small as 10mm, LEGO has successfully built a positive reputation among consumers. Its vision, “inspire children to explore and challenge their own creative potential”, creates an aspiring image with intelligent exploitation. With the cooperation with famous movies and games, larger consumer groups, like film fans and game players, are more interested in the “play themes” and “licensed products” . Compared with children, the new adult buyers have higher purchasing power, which means they can offer higher price. Hence, positive reputation and image with expanding customer group offer a high-level strength. Recognizable core item with producing experience Known as “Toy of the Century”, the LEGO brick with the unique principle of interlocking tubes offering unlimited building possibilities stands out among toys. It encourages creative and structured problem-solving, curiosity and imagination. According to the article, annual production of Lego bricks averages approximately 36 billion per year, or about 1140 elements per second. If all the Lego bricks ever produced were to be divided equally among a world population of six billion, each person would have 62 Lego bricks. Being a part of LEGO

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