The Lego Group strategy

Extract

[...] Because Lego toys contribute to the development of cognitive functions that can be essential for the proper development of a child. Children also need to exercise their reasoning, logic, concentration and memory. And that is exactly what the Lego Group stands for. Despite the toy's presence in 140 different countries, the group has always known how to preserve its “family” image through its conviviality. In 2001, the group even won the "English Rug" prize, which is a civic indignity prize generally awarded to foreign companies that have become elite in the French market. C. [...]

[...] And toy stores outside of independent brand networks are very marginal today. • Large-scale retailers: which are positioned as the second-largest distribution channel in the toy industry. The purchasing power of large retail chains allows them to offer very attractive prices to consumers. In addition, relying on the notoriety of large groups, they created brands such as "Jouet E. Leclerc" launched on the market in 2016. • Pure players: pure players are distributors who do not have physical distributors and only operate via the Internet (example: Amazon, Cdiscount). [...]

[...] Identity and management system The identity of the Lego Group is mainly due to strong visual recognition. The Lego Group has indeed created almost a graphic charter for each range of products designed through a specific logo and a dedicated colour (or group of colours). We can take, for example, the "pirates" range which mainly uses blue and yellow colours (in connection with sand and sea) and is visually based on the image of a treasure map. While the “Star Wars” range, for example, mainly uses the Darth Vader figurine, as well as the logo of the associated film. [...]

[...] Lego brand around the world. Opportunities Threats The possibility of increasing its The cheap imitation of Lego bricks market shares in the Chinese and poses a real threat to the brand, Indian markets; and in some countries, it is very The possibility of transferring difficult to enforce copyright law; manufacturing plants to Third Technological advances, as well as World countries so as to reduce online games, have become relatively production costs; popular, and even more so through The development of new access to online gaming platforms, technologies, digital marketing often free of charge; and e-commerce that can allow The book "The Anarchist Cookbook of consumers to expand; the nursery", written by 2 former The expansion of Legoland Lego employees, teaching children amusement parks beyond the how to build fun weapons with Lego European market; bricks, and has been on the market The possibility of using Lego since 2007. [...]

[...] Finally, the Lego brand is growing thanks to financial resources, which are mainly its turnover because it is the past income of the brand that allows it to continue to invest in its future development. III. Summary and recommendations A. Summary: analysis of the SWOT matrix The purpose of the SWOT matrix is ​​to have an overview of the internal and external diagnosis, allowing analysing its data in order to make recommendations for the company. This analysis is done through the strengths and weaknesses of the company for internal diagnosis and through the opportunities and threats for external diagnosis. [...]