Case Study: LEGO

LEGO began, in 1916. It stands for the Danish words "play well". The company mission

is to provide only the best for its customers.

LEGO is considered a unique and simple product that offered endless opportunities for

creative fun for both kids and adults. The management paid careful attention to every

aspect of the business such as applying the recent knowledge to the manufacturing

process. It's because of these precise specifications that it could take years for a new

product to go to market.

LEGO faced competition from Big Box toy which lowered prices dramatically.

Additionally, birth rate is declining, and children have less time to play. These changes

did not play well to LEGO' strengths".

LEGO team started producing new products and ideas to take advantage of the brand's

strong name. The company created a new line children's clothes as well as book, movie,

and TV ideas. LEGO bricks complexity made it hard for some customers to accept.

Additionally, LEGO decided to expand into international market such as Dubai to

increase the awareness of its brand name globally. The company combined the

entertainment and education into new concept where kids and adults can do both at the

same time. They have created LEGO land and also, they are planning to have

agreements with schools and nurseries to furnish their facilities.

1.Conduct a brief SWOT analysis for LEGO. For each dimension, outline two points?

2.What are the main growth strategies LEGO used?

3.Describe consumer behavior factors that motivate consumers to purchase toys such as LEGO?

4.Please explain if the matrix is healthy or not. Please provide proper justification for your answer?

5.Explain the needs (values) that LEGO satisfies for its customers?