Swot- Lego Group

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The LEGO Group Case Study LEGO as we know it today first came into being in 1949 when Kirk Christiansen used a “new” material – plastic – to create simple four and eight stud building blocks. LEGO Group increased and developed worldwide year by year with successes and fails but nowadays LEGO Group is considered as one of the most famous and successful toy brands in the world. Strengths LEGO Group in terms of sales is the world’s sixth largest toy manufacturer, a product with a history and to which all generations feel attached. It is famous brand worldwide. A product that has sub-groups of products enabling it to attract a larger consumer base. LEGO Group has successfully introduced line extensions, which should help strengthen the brand. The product also has a unique selling point. The toy of LEGO is aiming to capture a creative imagination and also enable it to stand out in the market of dolls, cars, computer games etc. It is promoted as a “system of play”, which can be a strong selling point when trying to compete with educational toys. Making major steps into virtual world is one of the main strength. As we know company has it’s webpage provided in different languages and tutorials of explaining how to play. Another strength of LEGO Group is the broad of products it sells and its ability to create products for children of all ages. This is coupled with different products are targeted at different target markets (determined by age). This may help ensure that consumers (the children) do not stop purchasing because they feel they have “grown” out of the product. It also makes the consumer believe that the product is more personalized to them. The development of target markets over age groups may also help keep the consumer for longer, and so encourage the consumer to form a greater bond with and more loyalty to the product. Weaknesses LEGO is beginning
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