INTRODUCTION
Today’s modern life is
surrounded with tech products. The technology has been growing rapidly for
quite some time, and has now become an important part of life. The technology
has its impact on people of all fields and ages. Yeah, it has impacts on
children as well. As we know all the things have their good and also the bad
impact to our self and also to the surrounding. Same is the case with the
technology’s impacts on children. For the proper growth of your children, it is
highly necessary for you to have knowledge of positive and negative impacts of
technology on them but there is more to negative effect to the children such as
for their social relationship. Technological gadgets have posed a bad impact on
social relationships. Children are addicted to gadgets. They don’t have time to
sit with their parents and to spend some good time with them. They prefer to
connect with their friends and relatives via text messaging, chatting etc.,
rather than meeting them actually. Means, they are connected with others in the
virtual world, but not in the real world. Therefor the Lego exhibition booth is
one of the ways for the children to communicate with each other. They will feel
the excitement and also having some fun inside the exhibition booth and learn
how communicate well to each other.
PROBLEM
STATEMENT AND ISSUES
While there are many fine,
educational websites and television programs, allowing a child too much time
with electronics may cause problems in the long run. Computers, tablets and
smartphones can make life more convenient, but physical health, language
acquisition and social skills may suffer if time using electronics isn’t tempered
with time in the real world. Children nowadays always spent more on their time to
gadget, according to a January 2010 study by the Kaiser Family Foundation,
children from the ages of eight to 18 spend an average of seven and a half
hours each day interacting with an electronic device not including the hour and
a half children at these ages text or the time they spend talking on the phone.
A child’s language acquisition can be
stunted by too much time in front of the television. Too much time with passive
electronics can also make it more difficult for children to develop social skills
and understand the consequences of their actions.
OBJECTIVE
AND AIM
AIM
:
To
build communication among children without gadget.
OBJECTIVE
:
To
expose children on how to interact or communicate each other without gadget
:
To identify on how children nowadays
communicate with each other.
:
To
create an exhibition booth that allows children practice their communication.
COMPANY OVERVIEW
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.
BUSINESS DESCRIPTION
Lego philosophy that good
quality plays enriches a child life and lays the foundation for later adult
life. According to the Lego group that they believe that play is a key element
in children’s growth and development. In the same time it also stimulates the
imagination and the emergence of idea and creative expression. Other than that
all Lego products are based on this underlying philosophy of learning and
development through play.
The motto for the Lego
company is det bedste er ikke for godt which
means roughly ‘the best is never too good’. True to its motto, the Lego group
has been emphasising the importance of high quality since 1932. Besides that
Lego is also one of the systematic
creative, this is because Lego brick are all part of the Lego system, which
essentially means that they can easily be combine in innumerable ways and just
as easily be dismantled. The more Lego brick you have, the more fertile your
creativity can becomes.
The Lego Group wants to
leave a positive impact that is it in respect to the Group’s stakeholder or the
wider community. The Lego Group is committed to caring for the environment and
the society that children will inherit, and to inspiring and developing the
builders of tomorrow.
COMPANY HISTORY
·
1932 – Chiristiansen
family founded Lego in Billund Denmark as a carpenter company.
·
Lego tag line “play
well” in Danish
·
1935 – First product
lunched – Lego Duck
·
1956 – Lego goes
international
·
1958 – Lego brick
lunched that lead to creativity and imagination
·
1961 – Lego
established in USA/ Canada
·
1968 – First LEGOLAND
opened in Billund
·
1999 – First USA
LEGOLAND openedin Canada
·
Now – World’s 4th
largest manufacturer in toys. Now 10000 employees in 130 countries
·
Latest developments:
Themed Lego sets and games.
LOCATION
·
Bricks Smart Lego
Store
- 5
– 10, Jalan Mahkota Residence 2, Bandar Mahkota Cheras, 43200 Cheras, Selangor.
·
Mighty Utan Lego
Store( Petaling Jaya)
- Unit
A -07 – 03 Block A, Menara Prima, Jalan PJU1/37, Dataran Prima Petaling Jaya,
Malaysia
·
Mighty Utan Lego
Store (Cheras)
- 1F-
23A, Cheras Sentral Mall, Off Jalan Cheras, Jalan 2/142a, 56000 Cheras,
Malaysia
·
Lego Shop
- Empire
Shopping Gallery, F27 1st Floor, Jalan SS16/1, Subang Jaya, 47500 Petaling
Jaya, Selangor, Malaysia
·
Lego Certified Store Queensbay
Mall
- 2F,
Queensbay Mall, 100, Persiaran Bayan Indah, 11900 Bayan Lepas, Pulau Pinang,
Malaysia
·
Brick Sanctuary
- Lot
217, 2nd Floor, Amcorp Mall, Persiaran Barat, 46050 Petaling Jaya, Selangor,
Malaysia
·
De Toyz Shop
- Jalan
Dato Bandar Tunggal, Bandar Seremban, 70000 Seremban, Negeri Sembilan, Malaysia
·
Lego
- The
Gardens, S-211, Lingkaran Syed Putra, 59200 Kuala Lumpur, Wilayah Persekutuan
Kuala Lumpur, Malaysia
·
Toy Garden
- P6.24.10A,
Level 6, Tokyo Street, Pavilion Kuala Lumpur, No 168, Jalan Bukit Bintang,
55100 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia
·
Lego Store
- Lot
168, 1st Floor, The Curve, 6, Jalan PJU 7/3, Mutiara Damansara, 47810 Petaling
Jaya, Selangor, Malaysia
·
Toy R Us (Malaysia)
Sdn Bhd (165401-A)
- Sunway
Pyramid Shopping Mall, Lot LG1.20, Jalan Pjs 11/15, Selangor, Bandar Sunway,
46150 Bandar Sunway Shopping Mall, Selangor, Malaysia
·
Brickboy Toys
- The
Gardens, T203b, Lingkaran Syed Putra, Mid Valley City, 59200 Kuala Lumpur,
Wilayah Persekutuan Kuala Lumpur, Malaysia
·
Toy Li Fung
(Malaysia) Sdn. Bhd. (Fomerly Known As Toy "R" Us (Malaysia) Sdn.
Bhd.
- Aeon
Tebrau City Shopping Centre, Lot. F48, 1st Floor, No. 1 Jalan Desa Tebrau,
Taman Desa Tebrau, Johor, Taman Desa Tebrau, 81100 Johor Bahru, Johor, Malaysia
·
Toys 'r' Us
- Mid
Valley Megamall, F-ja2a, Lingkaran Syed Putra, Mid Valley City, 59200 Kuala
Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia
·
Impulse Gaming
(Sunway Branch)
- 79,
Jalan PJS 11/9, Bandar Sunway, 46150 Petaling Jaya, Selangor, Malaysia
·
Impulse Gaming (JB
Branch)
- 1-07,
Plaza Mentari, Jalan Kuning, Taman Pelangi, Taman Serene, 80400 Johor Bahru,
Johor, Malaysia
·
Toys 'R' Us
- 60,
Jalan Sri Hartamas 1, Sri Hartamas, 50480 Kuala Lumpur, Wilayah Persekutuan
Kuala Lumpur, Malaysia
CORPORATE VISION AND MISSION
Mission:
‘Inspire and develop the
builders of tomorrow’
Lego company ultimate
purpose is to inspire and develop children to think creatively, reason
systematically and release their potential to shape their own future -
experiencing the endless human possibility.
Vision:
‘Inventing the future of
play’
Lego company want to pioneer
new ways of playing, play materials and the business models of play -
leveraging globalisation and digitalisation...it is not just about products, it
is about realising the human possibility.
COMPANY CURRENT PROMOTIONAL STRATEGY
The LEGO Group, the LEGO Foundation and UNICEF
launch campaign to celebrate and inspire play and learning on 26 September
2016. The
LEGO Group, the LEGO Foundation and UNICEF today launch a new campaign to help
celebrate parents’ special play moments with their children and to inspire
families to explore new ways to help young children play and learn.
On 6 July 2016, The LEGO
Group shares plans for new office building in Billund workplace and fun place.
Collaborative space and play space. Those are some of the features integrated
in the new LEGO® building complex serving as global gathering point in the LEGO
Headquarters.
The LEGO Group is exploring
plans to invest in Danish headquarters on 5 April 2016, a
unique global gathering point for all LEGO® employees, new office buildings,
test-facilities and a new Sustainable Materials Centre are all elements in
potential long-term investment plan for the LEGO Group headquarters in Denmark
On 30 March 2016, New LEGO®
Minifigures Series Features First-Ever Disney Character Edition. From Disney’s
collection of timeless animated characters, the LEGO Group introduces
minifigure versions of the beloved Mickey Mouse and Minnie Mouse characters,
their temperamental friend Donald Duck, and his leading lady, Daisy Duck.
Enthusiasts of 1950s Disney stories will appreciate the inclusion of Alice and
the Cheshire Cat from Alice in Wonderland, Peter Pan and Captain Hook from
Peter Pan, and the evil witch Maleficent from Sleeping Beauty. Disney fans will
also love minifigure versions of Ariel and Ursula from The Little Mermaid and
the beloved Genie and Aladdin from the fictional city of Agrabah featured in
Aladdin, plus the ultimate alien friend, Stitch, from Lilo & Stitch. For
the Disney•Pixar-Inspired Heroes and Villains two Disney•Pixar characters
never-before-seen in the LEGO world become minifigures – Mr. Incredible and
archenemy Syndrome from Disney•Pixar’s The Incredibles. Additionally, fans can
collect minifigure versions of two icons from the beloved Disney•Pixar’s Toy
Story – Buzz Lightyear and the squeak-toy Alien from Pizza Planet.
Demographics
Age: 6 – 12 years old
Gender: Female and male
Education: Primary and secondary school
Occupation: Students
Income: -
Race and Ethnicity: All Races
Geographic Location: Sub-urban, and urban
The Market Place
The
LEGO Group is a privately held, family-owned company with headquarters in
Billund, Denmark, and main offices in Enfield, USA, London, UK, Shanghai,
China, and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the
iconic LEGO® brick, it is one of the world's leading manufacturers of play
materials.
Lego
is a company that produce a brick toy for children to build their creativity in
modelling something. Nowadays, Lego have developed their product into games and
also into movie. The latest movie that using the Lego toys are Batman movie
that will release on February 2017.
Current Condition of Market Place
This collectible series of LEGO Mini-figures will be widely available for purchase in all major toy retailers,
as well as at shop.LEGO.com and in LEGO Stores nationwide in May, with a
suggested retail price of $3.99 (USD) each.
On 30 March 2016, the Lego group
announce its 18th collection of LEGO® Mini-figures starring some of The Walt
Disney Company’s most beloved characters inspired by stories from across the
entire Disney universe. Eighteen new mini-figures bring to life in LEGO form for
the first time the playful personalities of some of the most iconic characters
from Disney classics such as Peter Pan and Alice in Wonderland to Disney Pixar favorites like The Incredible and Toy Story.
DIRECT COMPETITOR
Legos biggest competitor. Mega block provide colourful
and durable bricks for children’s and more advance set for older kids.
Tyco produced similar building bricks for a period but
the production slowly faded.
Lego sued the coco company in 2002 for copyright
infringement for their ‘Coko Bricks’
INDIRECT COMPETITOR
Customizable teddy bears and consumers to engage in the
building process
Clay like product that is very ‘hands-on’ for the
consumer where they are able to play with it and create their own shape out of
it
A mechanical drawing toy where drawing can be drawn,
easily erase and drawn again.
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.
STRENGTH
LEGO has the impressive ability to transform the
potential that is latent in popular culture. LEGO blocks can be used to build
The Tower of Orthanc from Lord of the Rings or The Death Star known from The
Star Wars series. The ultimate power of the LEGO brand is obvious also to
consulting firms. In the latest annual Global 500 Report, LEGO was named the
world’s most powerful brand surpassing giants such as Ferrari or RedBull. Even
though more expensive, LEGO blocks are perceived as more valuable and ‘cool’
than competitors’ products. People love LEGO. Mainly because they are connected
with beautiful and powerful memories. Customers like me, who are now in their
30s, played passionately with LEGO when they were children. Now, they are
sharing this passion with their children. Playing with LEGO with a child brings
back old memories and the consumption wheel keeps spinning. Because of this,
LEGO customers are also mostly loyal and engaged. The Danish company does not
underestimate this, and tries to get the most from this engagement. In 2008,
they launched a website called LEGO Cuusoo (now LEGO Ideas) which allows the
customers to submit their own ideas for sets, which can later on be transformed
to actual products. LEGO Cuusoo has allowed products such as LEGO Minecraft to
be available commercially.
WEAKNESS
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.
In the picture, you can see the chart which lists the
weaknesses of LEGO with the biggest impact on their opportunities and threats.
The first position is held by a limited selection of toys for a reason.
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 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.
OPPORTUNITIES
This connection to the popular culture is also one of the
biggest opportunities for the company in the near future. Cooperation with
popular brands can lure the youngest customers into wanting the product. The
example of this type of licensing was mentioned earlier regarding
Minecraft-related products. Minecraft, produced by the Swedish company Mojang
is a very popular video game recently bought for $2.5 billion by Microsoft. The
biggest asset of Mojang is that it is loved by its customers. Direct
competition with Minecraft could be difficult for LEGO, therefore the Danish
toymaker decided to take a different approach. They joined forces with Mojang
and developed sets based on the popular game. This is how they extended the
experience of children from virtual reality to the real world. Children still
love Minecraft, but because they love it they also want toys connected to it.
But LEGO wants to go beyond just adopting someone else’s
ideas into their world. They want to expand their brand beyond toys.
WEAKNESS
The prices of the LEGO products can be particularly
important when we look at them in light of the growing competition. In the
past, the Danish company’s dominance was secured by trademarks and patents, but
beginning in the early nineties when most of the important patents expired the
company has been facing a flood of cheap imitators.
Mega Bloks
Companies such as Mega Bloks in Canada produce bricks
which, on the one hand, are less durable and have lower quality, but, on the
other hand, are compatible with Lego and still cheaper. Moreover, other
companies producing mostly in developing countries can flood the market with
counterfeit goods falsely branded as LEGO. Whether the threat is serious
depends mainly on the customers, but from the parents’ point of view, investing
more money in a toy which by its very definition can be later on thrown away
can be easily perceived as a waste of money. Why should I bother buying LEGO if
I can buy more blocks for the same price?
But other toy makers are not the only danger to LEGO’s
position. Another important threat comes from a very different field — virtual
reality. When I look at my nephews, I see children whose main recreation
activity is spending time with noses in front of tablets. Games give them more
freedom and allow their imagination to flourish more easily. They can be
changed when children become bored. They can be easily replaced because they
are cheaper.
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