Disclaimer: This is an example of a student written essay.
Click here for sample essays written by our professional writers.

Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com.

The Identified Strategic Challenges Facing The Lego Company Marketing Essay

Paper Type: Free Essay Subject: Marketing
Wordcount: 3185 words Published: 1st Jan 2015

Reference this

The identified strategic challenges facing the Lego Company is the pursuit to creating innovative product lines that instills interests of the company’s brand. With more visual graphics toys that perform technology advanced entertainment, the Lego Group must reinvent original concept that is current to interests of the targeted demographic. In addition, the other challenge is balancing act managing pricing matrix due to the economy woes that occurs at leave every 4-5 years that impact purchases. Therefore, the Lego Company strategic planning is critical to apply appropriate applications that will sustain the status quo of sales but with a determinate 20%-45% of increase sales. The brand identity is critical to this assessment to reaching the targeted measure for a successful return in investment.

Get Help With Your Essay

If you need assistance with writing your essay, our professional essay writing service is here to help!

Essay Writing Service

The stated opportunities are the beneficial aspects to building the dedicated customers to a new revamping of the product line specifically geared towards each age group. The Lego Company was founded tradition and that is why in 1932 by Ole Kirk Christiansen, in which, the company has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder. In the past almost 80 years from a small carpenter’s workshop to a modern, global enterprise that the company is now, the Lego Company is the world’s 50th largest manufacturer of toys.

– Key recommendations

The recommended strategic approaches to take advantage of the opportunities for further increasing the brand identity and brand equity is in the creation of the value for customers. In doing so, the customer will demonstrate loyalty and producing sales channels. The refocusing of the value that the Lego Company implements provides for a set target to identifying creative aspects of the current and new product line.

– Benefits and advantages of the recommendations

The Lego Company benefits and advantages of the recommendations of implementing value by imposing advanced safety, creativity, and innovation as well as customer services to the product line produces brand equity. The Lego Company strategy for the period to 2010 is its core focuses on creating value that promotes the brand identity that produces quality products. In each new product design and concept the mission to infuse value systematic concerns supports the recommendations. The increasingly refine and improve product range strategically enable its new products to compete, for example, with the many electronic products on the target market. – Aims to convince MD to read main report.

The targeted aims to influential the demographic market is in the strategy that underlines the continued importance of focusing on profitability within the organization. Conversely, the situation facing all toy manufacturers at present is that they are tailored to focus from many quarters, such as, by consumers, customers and competitors. The Lego Company aim is to meet this challenge with a determination to unite and bind consumers, fans and retailers for an increasing the interests to the organization. The current challenges of today’s toy products to attract and sustain customers with technology advanced precut, the Lego Company product line is the key attribute to present innovation. With over 79 years of toy business experience, the organization has the means to innovate the Lego bricks, PC Games, and Lego Land to heighten the demographic interest.


The founding of the company since 1932, the strategic opportunities are the building of the LEGO brand that is more than simply our familiar logo brand but a new concept to transform technology product line. The targeted demographic needs for new interesting and innovate products that has a learning angle within its concept provides an exceptional opportunity. Therefore, the new branding of the company’s products can provide a more strategic operational excellence for a dominate presences within the targeted market demographic. The refocus on the value will offer consumers a new vision for identifying Lego as the company to trust to demonstrate a safe purchase price and durability in the product line.

The increase operational excellence is another strategic benefit and advantage for a profound measure to showcasing the Lego Company with the customer base. The products and services, and the accountability that is the LEGO Company brand identity is portrayed around the world that produces higher brand equity. In doing so, the benefits and advantages are more positive the brand will acts as a guarantee of quality and originality that shall achieve the mission by constantly focusing on a consistent strong brand.

Main Body

The Lego Company’s strategy shared vision with the mission of the organizations presents the tangible strategy that is creating the required value for our customers to increasing the sales channels. In doing so, the pursuit for the building the brand identity leading to increasing brand equity is met to sustaining the manufacture known for producing the “Toy of the Century.” The marketing angle is the aim to making the foundation for a traditional interlocking principle for offering unlimited brand identity possibilities to emerge as the leader in manufacturing toys (Legos.com, 2009). The LEGO Company goal is to provide an improvement of issues that concern the product to create value for the child, parents, the retail shops, vendors, and society in general.

The Environment


The strength identified is in the established brand identity with LEGO entails longetivity to foster a sense of trust of the product. The strength aspects present a vast measure of imprinting the feature of durability along with longevity with the product line. The Lego Company objectives feature a concept that reaches a wider demographic from age 1-6 and determines to expand this range (Ingram, Laforge, 2006, pp. 22). Therefore, the weaknesses identified are the needed ability to create innovated products such as the PC Games and Lego Land as well as reinventing the legendary Lego bricks to a new height. The lack there of will create a lesser share of the targeted audience compared to competitors.

Respectively, the opportunity presents a means for creative toy manufactures to bring in key concepts to from remember able products that are long lasting for improving the brand equity standing. The threat is in the competitors; Coko, Tyco, and Mega Blocks, that are more apt towards pricing and innovated accountability that masters in the area of visual conceptual presentations. The competitor’s objective is to foster a new way of toy manufacturing that prides itself on a technical visual environment. In doing so, the Lego bricks are the foundation to counteract the threat of not creating innovated product lines, at least every other year. The opportunity is then presented to revolutionary the means for marketing the product that is the leading toy of choice. The weakness is then moved to a lesser degree because of the strategic marketing means for a desired results leading to strength for the Lego Company. The strength is presented for advancing the vision of the company to present value with innovation that is imperative.

Strategic Capability

The capacity to applying the strategic applications is to reaching the company’s goals for leading sales 2-to-1 compared to competitors. The implementation of the company is through the means that perform its best to make a positive impact on areas such as working environment, environment that encourages innovation in the Research & Development departments. In doing so, the marketing concept is reached with a directive to illustrate a primary aim to supply good, and healthy play product aspects (Savory, Butterfiled, 1998, pp.88). The strategic context to presenting the company’s brand for having fun is the central concept within the marketing initiatives for reaching the desired results to the targeted demographic. The marketing initiatives are targeting the age groups of 1-6 as well as to 7-9 years old present an interesting concept to increasing the brand equity over the next 5 years.

Business Idea

The profound business idea is reinventing the original Lego bricks to an improved product line that advances the learning and playing experience that is remember for target group of age 7-9 demographics. The concept presents the business idea that builds on the foundation to foster a technology concept to drawing in the preference for Lego products rather than the competitors. The strategic move is a cost-effective approach that limits most marketing markets to a television and print ads combination. In doing so, the business idea is mastered perfectly to demonstrate a wiliness to compete with Nintendo and WII products more proactively. The concept is to reinvent the product line more geared to highlighting known entertainment in the demographic.


The recommendation is the investment of resources into the product line of Lego bricks, PC Games, and Lego Land that transform into a technology advanced ability and associated with current child entertainment venues. The similarities to Monopoly Games associating with Barbie, Sports, and now Disney version so Lego Company must consider branching out into similar avenues. The focused effort on the development to not only continues influencing kindergarten toddlers and schoolchildren but is to sincerely tap into the young teenagers to young-at-heart adults demographic. In doing so, the fascination of sports and cars are imperative to delivering the designed models for a creative Lego bricks that be performed on your computer by visiting the LEGO Factory website. In this retrospect, the recommendation is honing onto the strength identified for the Lego Company can build on the brand identity and brand equity.


In the pursuit for establishing a target market increase by 20% with the targeted age demographic of 7-9 as well as 10-14 for sales to improving an overall measure of global performance. The leading of plastic parts to create a new dimension of reality provides the opportunity to recreating a fascinating concept that improves the brand identity. The measure provides the brand equity to increase matching the sales projections for the next 5years due to manufacturing quality products. In doing so, the value target matrix is met accordingly to fulfill the strategic management planning goals with innovated products. The focus on mirroring the same concept as Monopoly Games strategy of paring up with popular entertainment venues and activities provides the Lego Company the same opportunity. Therefore, the targeted demographics are more likely to reinforce the primary vision of the organization as being the “The Toy Manufactory” in the current and next century by adapting to the times.


Lego Company




Weighted Score


Weighted Comments












The variety of fresh ideas concept






Always distinguish style






Variety of features in the market






Measure component






Long lasting on adapting







Acceleration Performance





Need to improve

Limited in flexibility





Not clear on concept in some markets

Interior Design





No variety in standard







Table A.





















































































Table B.

The reflection of the organization presents how the usage of invested resources to provide the innovated product line is critical to the success of Lego Company. The competitor’s strategy identifies to the mission for effective pricing to counteract the powerhouse of Lego Company. Therefore, the analysis presents the opportunity for the Lego Company to demonstrate a more diversified pricing matrix with the incorporation of value and quality. In doing so, the fundamentals of the recommendation to reinvent the product line of the Lego bricks, PC Games, and Lego land can be achieve successfully.

Find Out How UKEssays.com Can Help You!

Our academic experts are ready and waiting to assist with any writing project you may have. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs.

View our services

The core vision of Lego Company is to provide an exceptional product in the international market place by proceeding to the next phase of developing an effective business initiatives outlining innovation. The recent analysis of the strengths and weakness of Lego Company focusing on the global market provided insight into the overall benefit for moving forward to rebranding the product line. The marketing strategy for a global integration is to accomplishing corporate initiative that outlines the profitability margin in effectiveness of the product brand (Armstrong & Kotler, 2007, pp.11).

The analysis on the weakness of Lego Company presented a concern with a proposed consensus on the needed invested resources capital to meet phases of implementation for a planned strategy, in order, to enter new technology products in the market. Therefore, the counteract impact of the Lego Company provides a vitality of the product that has been proven years pages record sales with PC Games. The entry proved from 1990s to current year a strong brand name in the current market for further research and development. Therefore, the need to receive approval from strategic for developing a business initiatives present the effectiveness of the product will remove concerns on initial estimation of capital required.

The implementation of formulating the business plan will provide the usual focuses of the mission, purpose, management staff but as well as details on the three core strategic approaches. The three strategic areas are positioning, segmentation, and branding to infuse Lego Company in its initial launching efforts to secure a prestigious footing in the global market place. The positioning will provide the previous research on where the best location for the entry into the international market that will target the core children, school-aged, and teen’s consumer audience. The marketing positioning will play in sync with the segmentation marketing strategy, in order, to solidify the core vision of the parent company. In doing so, the focus is set to be of offering and providing an exceptional product that can be adapted to any specific international culture environment (Wild, Wild, and Han, 2006, pp. 45).

Furthermore, the Lego Company’s branding strategy will be highlighted in the business plan to outline the psychological theory that would be in play to capture the awareness of the product and brand identity. Moreover, the focused attention will be on the apathy theory as well as a child, the parent, and the vendor’s psychological theory concept to deliver the impact of a new awareness to the product and its profound capabilities (Best, 2006, pp. 28). The entrance into the international market must have the means to effectively construct the vision of Lego Company for the short-to-long term goal; hence, a concise effort to instill a communication model has already been established.

The marketing strategy for Lego Company already established communication model outlines the short-term goal to the global market with the implementation of strategies within twelve months. The long-term goal measuring will take place in the ninth to twelfth month to secure a footing for long-term efforts that synergize the company’s marketability. The long-term goal is to roll-out 3 upgraded version of the product line associated with Disney, Sports, and Learning Visuals within the next 1 to 4 years. The additional long-term goal is to recoup the initial capital investment required at the start of launching globally and to start marking a profit by year 2.

The time for Lego Corporation to enter the global market is right now with any delay due to the ramifications can result in losing a hefty share in the consumer market. The outcome can presents a more dramatic entry into the market due to the brand identity established. The research study presents the investigation of the correlation between various marketing strategies on successfully popular products that are online gaming features for the worldwide web (George, Jones, pp. 18). The identification of the product marketing strategy bringing traffic to the brand identity for equity advancement creates an effective measure to tapping in to the targeted demographic. The built by a website designer to increase the popularity in the search engine, hence a review of the three main search engines specifications to avoid rejection in the ranking level.

The marketing methodology approach seems to display how the creative features of original product can improve by strategies focusing on current trends (Gobe, 2001, pp. 12). The mission of the organization to focus on a refine associated with the products as well as the PC gaming web technology aspect accomplishes in the desired outcome marketing strategy. The popularity of the Lego Company creativity and durability proves to being the established foundation to meeting the targeted demographic needs for innovation and interest. Respectively, the mission for a value concept incorporated into the strategy provides for a strong effort to compete with manufactory to increase the share in the market.


Cite This Work

To export a reference to this article please select a referencing stye below:

Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.

Related Services

View all

DMCA / Removal Request

If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: