Description
SWOT ANALYSIS OF LEGO
LEGO
Parent Company
The Lego Group
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
Its what you make it
USP
Construction toys for children
STP
Segment
Construction and building block toys for children
Target Group
Ages 3-15 of middle and upper class
Positioning
It can be made into anything possible
SWOT Analysis
1.Incorporates educational features to develop key skills in young children 2. Strong brand name across the world in over 55 countries 3. Many places use cars from the Automoblox range to demonstrate modern car assembly techniques to children 4. Encourages goal oriented play and problem solving 5. Strong product portfolio 6. Lego based theme parks are extremely popular tourist destinations 7. The brand has also diversified into video games, TV and movies, merchandise etc 8. Top of the mind brand recall owing to TVCs and extensive Strength advertising
1. Imitation of products and brand name is a concern 2. Intense competition means high brand switching and also loss of Weakness market share to online games
1. Organize competitions in schools 2. Diversify more into other segments Opportunity 3. More branding exercises to reach out to newer segments
1.Video games 2.Cartoon channels 3.Internet 4. Outdoor games Threats 5. Other similar companies
Competition
1.Automoblox 2.Meccano 3.VTech Competitors 4.Leapfrog
doc_413033338.docx
SWOT ANALYSIS OF LEGO
LEGO
Parent Company
The Lego Group
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
Its what you make it
USP
Construction toys for children
STP
Segment
Construction and building block toys for children
Target Group
Ages 3-15 of middle and upper class
Positioning
It can be made into anything possible
SWOT Analysis
1.Incorporates educational features to develop key skills in young children 2. Strong brand name across the world in over 55 countries 3. Many places use cars from the Automoblox range to demonstrate modern car assembly techniques to children 4. Encourages goal oriented play and problem solving 5. Strong product portfolio 6. Lego based theme parks are extremely popular tourist destinations 7. The brand has also diversified into video games, TV and movies, merchandise etc 8. Top of the mind brand recall owing to TVCs and extensive Strength advertising
1. Imitation of products and brand name is a concern 2. Intense competition means high brand switching and also loss of Weakness market share to online games
1. Organize competitions in schools 2. Diversify more into other segments Opportunity 3. More branding exercises to reach out to newer segments
1.Video games 2.Cartoon channels 3.Internet 4. Outdoor games Threats 5. Other similar companies
Competition
1.Automoblox 2.Meccano 3.VTech Competitors 4.Leapfrog
doc_413033338.docx