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LEGO Group has many strengths as the world's sixth largest toy manufacturer including its popular LEGO brand, LEGOLAND theme parks, LEGO Education programs, and engaging online activities. However, its products can be expensive. Opportunities exist to expand into new markets and develop new products. Potential threats include children preferring passive entertainment like TV over open-ended play, and negative publicity.

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238 views2 pages

Swot

LEGO Group has many strengths as the world's sixth largest toy manufacturer including its popular LEGO brand, LEGOLAND theme parks, LEGO Education programs, and engaging online activities. However, its products can be expensive. Opportunities exist to expand into new markets and develop new products. Potential threats include children preferring passive entertainment like TV over open-ended play, and negative publicity.

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rahulchotala789
Copyright
© Attribution Non-Commercial (BY-NC)
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Ieva Izaka SWOT Analysis LEGO GROUP

Strenght: 1. LEGO Group in terms of sales is the worlds sixth-largest toy manufacturer1. 2. The Lego Group company today provides toys, experiences and teaching materials for children in more than 130 countries; 3. LEGO.com is the official website of the LEGO Group. The website is made on 16 languages; 4. The Lego group has built up the brand, it developed the larger Duplo series 2. LEGO DUPLO - fun to the youngest; 5. Legoland theme parks are very popular, each park receives around 1.4 million visitors per year3. Parks located in Windsor, England, Carlsbad, California and Gnzburg, Germany; 6. LEGOLAND Discovery Centres are also popular and are based on all the popular LEGO products and invites families to explore an interactive world of exciting and educational fun4; 7. The LEGO Club has 2.7 million members worldwide. 8. LEGO Education is involved in many projects throughout the world often in conjunction with local education authorities5. 9. LEGO bricks are the world-famous; 10. LEGO helps for childrens creativity through playing and learning. LEGO is freeform play, and Lego's popularity can be attributed to the amount of imagination children use to build with the bricks6; 11. LEGO brick is allready in the virtual world. Not only in the form of online activities on www.LEGO.com, but also by means of electronic games for the popular game platforms7.

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http://cache.lego.com/downloads/aboutus/LEGO_company_profile_UK.pdf;01.10.2010. http://www.time.com/time/world/article/0,8599,1707379,00.html#ixzz115ZtmGZO;01.10.2010. 3 http://www.time.com/time/world/article/0,8599,1707379,00.html#ixzz115aC0CEU;01.10.2010. 4 http://cache.lego.com/downloads/aboutus/LEGO_company_profile_UK.pdf;01.10.2010. 5 http://cache.lego.com/downloads/aboutus/LEGO_company_profile_UK.pdf;01.10.2010. 6 http://www.time.com/time/world/article/0,8599,1707379,00.html#ixzz115ZWOtzq;01.10.2010. 7 http://cache.lego.com/downloads/aboutus/LEGO_company_profile_UK.pdf;01.10.2010.

12. Childrens can make their own design for toys in the web site. LEGOfactory.com, where anyone can download a LEGO Digital Designer and build his own LEGO model. The LEGO Group now gives children the opportunity to build their own virtual models on the computer and then have the bricks to the physical LEGO model sent by post8. 13. Video game - LEGO Star Wars II: The Original Trilogy, has been a top-selling game; 14. LEGO high-tech - LEGO Mindstorms NXT for kids over 10 allowing them to create their own motorized robots; Weakness: 1. LEGO Group products are quite expensive. Opportunities: 1. There are always kids who want to play so the colorful bricks could be always the hallmark of the company; 2. Lego Groups main markets are in Europe and the USA, but there is chanse to get new market places around the world; 3. Lego Group could develop new products.

Threats: 1. Children rather like watch TV than use their imagination and construct, build something used their own brain; 2. Possible negative publicity.

http://cache.lego.com/downloads/aboutus/LEGO_company_profile_UK.pdf;01.10.2010.

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