INFORMATION
The
name 'LEGO' is an abbreviation of the two Danish words "leg godt",
meaning "play well". The LEGO Group was founded in 1932 by Ole Kirk
Kristiansen. The company has passed from father to son and is now owned by
Kjeld Kirk Kristiansen, a grandchild of the founder. It has come a long way
over the past almost 80 years - from a small carpenter’s workshop to a modern,
global enterprise that is now one of the world’s largest manufacturers of toys.
The brick in its present form was launched in 1958. The interlocking principle
with its tubes makes it unique and offers unlimited building possibilities.
It's just a matter of getting the imagination going – and letting a wealth of
creative ideas emerge through play.
LEGO
is one of the life style brands that are focus on family and also the children.
LEGO product consists of brick and also toys that will give the children and
also the family the experiences and also teaching aides geared towards
children. Other than that LEGO company also have a video and also the online
games that use the theme of LEGO brick set. Besides that LEGO also have their
own theme park that call LEGOLAND theme parks.
MARKET SITUATION
PRODUCT
LEGO have a good
compatibility product and also a long lasting product. LEGO also have a
multiple of product, because LEGO comes in a set therefore they have many theme
for their product such as star war theme, angry bird theme and many more that
is follow the trend.
PRICES
The prices for each set of
LEGO is little expensive but the company will give a discounting rates for the
repeat customers.
PLACES
The place that we can get
the set of LEGO is limited, they only sell the LEGO set at Toy Store Worldwide
and also the online website. With the online service therefore customer can
easily buy their favourite set of LEGO in online.
PROMOTION
The LEGO Company does
their promotion by packaging design that will make customers feel interested to
buy it. Other than that LEGO also make a Lego Land for their customer and make
a special workshop on it. Beside that they also make an advertisement on
internet and give a free magazine to their costumer.
ISSUES AND PROBLEM
Each of the products will
have their own weakness, for LEGO Company their weakness is limited product
offering. LEGO is going to the cinemas for a reason. The Danish corporation
wants to engage in movie production to diversify its portfolio. LEGO is widely
popular, but it still can be perceived as very limited. Focusing mostly on one
line of products can be an advantage, but can also easily transform into a big
weakness. Compared to competitors, the number of available LEGO products can be
perceived as relatively small. Ultimately, Danish toymaker produces mostly
plastic construction blocks. On the one hand, this limitation relates directly
to the customer base. Most of the LEGO customers are children between 5 and 12
years old. The potential is high, the market is large, but it is also finite.
The older the customers get, the more their interest in LEGO products fall.
When children grow up and become parents their interest increases again, but
the gap between small children and grown-up parents is noticeable and it is now
mainly filled by the video game industry.
On the other hand, a small
selection of products drives prices, which are relatively high. This isn’t a
problem in developed countries such as the United Kingdom or Australia where
parents spend almost a $1,000 a year on toys for their children, but for
parents in developing countries where the market is also promising the price
for LEGO products can be too high.
IDEAS/ CONCEPTS
Make an exhibition booth
for LEGO, inside of the exhibition booth there will have a section where the
kids can express their creativity by creating something from the LEGO brick.
Other than that their parent also can join their children expressing their
creativity. It will make the family bounding stronger and improve the
interaction between children. Other than that there will have a photo section
so the children can take their photo with their creation.
CITATIONS
Tine Froberg Mortensen
(2012) . Lego history timeline: The Lego Group History [Online] Available at : https://wwwsecure.lego.com/en-us/aboutus/lego-group/the_lego_history
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