Executive Summary 执行摘要
The history of Lego Group dates back to the early 1930s when Ole Kirk Christiansen started making wooden toys to supplement the declining revenue from the sale of furniture from his workshop. When plastic were introduced to the market after the Second World War, Lego adopted it as the main material to make its toy. Since then, the company has grown from its small workshop in Billund, Denmark to cover the entire global toy market. This report therefore explored different issues that impact the marketing strategies and approach of this company. To begin with, the report analyzed the internal issues that affect this company in the market. From this analysis, it emerged that Lego’s products are easy to assemble and disassemble, and they provide their target consumers with an enhanced interactivity, thus promoting creativity among the target users. The internal analysis also revealed that that the company employs different marketing mix strategies to reach out to its target audience, including developing durable products, making its products easily accessible via its wide distribution network, and targeting mid- and high-income households with its products. The report also found out that despite the rising competition from other toy manufacturers, these competitors lack the financial strength that Lego possesses, and as such, they are incapable of achieving some marketing objectives that this company is capable of. In addition, it was established that the changing technology undermines its ability to sustain its market growth. Therefore, the report recommends that Lego need to embrace technology in development some of its products while as the same time pursuing low costs strategies to not only maintain its current market share but also be able to penetrate to other markets.
乐高集团的历史可以追溯到20世纪30年代初，当时奥勒·柯克·克里斯蒂安森（Ole Kirk Christiansen）开始生产木制玩具，以补充其车间家具销售收入的下降。第二次世界大战后，当塑料被引入市场时，乐高就将其作为制造玩具的主要材料。从那时起，该公司从位于丹麦比朗德的小作坊发展到覆盖整个全球玩具市场。因此，本报告探讨了影响该公司营销策略和方法的不同问题。首先，报告分析了影响该公司市场的内部问题。从这一分析中可以看出，乐高的产品易于组装和拆卸，它们为目标消费者提供了增强的互动性，从而促进了目标用户的创造力。内部分析还显示，该公司采用不同的营销组合策略来接触其目标受众，包括开发耐用产品，通过其广泛的分销网络使其产品易于获得，并以中高收入家庭为目标。报告还发现，尽管来自其他玩具制造商的竞争日益激烈，但这些竞争对手缺乏乐高所拥有的财务实力，因此无法实现该公司能够实现的某些营销目标。此外，已经确定，不断变化的技术削弱了其维持市场增长的能力。因此，报告建议乐高在开发其部分产品时需要采用技术，同时追求低成本战略，以不仅保持其当前的市场份额，而且能够渗透到其他市场。
Table of Contents 目录
Executive Summary 执行摘要
I. Internal Analysis 内部分析
a. Overview of the company 公司概况
b. Internal Analysis 内部分析
c. Marketing Mix 营销组合
d. Product 产品
e. Price 价格
f. Promotional 推广
g. Place 地点
II. External Analysis 外部分析
1. Market situation 市场情况
a. Total Market 总市场
b. Size and Growth Trends 规模和增长趋势
b. Macro-Environment Situation 宏观环境状况
i. Political Environment 政治环境
ii. Economic 经济
iii. Social 社会责任
iv. Technology 技术
c. Competitor Situation 竞争对手情况
i. Bandai Namco 班代南科
ii. Fisher-Price 费希尔价格
III. SWOT Analysis SWOT分析
a. Strengths 优势
b. Weaknesses 弱点
c. Opportunities 机会
d. Threats 威胁
IV. Market Segmentation 市场细分
V. Conclusion 结论
References 参考文献
I. Internal Analysis 内部分析
a. Overview of the company 公司概况
The history of The Lego Group, which in most cases is simply referred to as Lego, dates way back to the 1930s. The company was established by Ole Kirk Christiansen in 1932, in Billund, Denmark. The company derives its name Lego from a phrase leg godt, which implies “play well” in Danish, and can also mean “I assemble” in Latin. The company started by making wooden toys like miniature houses, as well as trucks and cars that children could be pulled with a string (Talapin, 2008, p. 1097). After the World War II, Lego acquired a molding machine for plastic and started making interlocking plastic blocks that one could easily assemble and disassemble to make different types of toys. According to Lauwaert, M. (2008), the introduction of plastic toys on the market was a challenge for this company since most of its target consumers were accustomed to wooden toys. Therefore, at first, Lego used both wood and plastic materials to make its toys as a way to continue sustaining its toy market. Despite the initial challenges that this company faced with regard to customer acceptance of plastic as the material used to make its toys, Lego discontinued using wood in making toys in 1960 after a fire razed down its manufacturing plant (Levi-Jakšić, 2012, p. 1948). Therefore, from 1960 to present, this company makes all its tangible products using plastic. Similarly, it is critical to mention that in the 1990s, the growth of the video games as an alternative entertainment means for children in society attracted the attention of this company. Therefore, Levi-Jakšić (2012) observes that this company has in the last almost 30 years invested heavily in video game production that features its brand, as well as collaborated with leading entertainment companies that feature toys in their work such as Walt Disney, Warner Bros, Microsoft Corporation and a number of television shows among others.
乐高集团（在大多数情况下简称乐高）的历史可以追溯到20世纪30年代。该公司由Ole Kirk Christiansen于1932年在丹麦比朗德成立。乐高乐高的名字来源于一个短语leggodt，在丹麦语中意味着“玩得好”，在拉丁语中也可以是“我组装”。该公司首先生产木制玩具，如微型房屋，以及儿童可以用绳子拉的卡车和汽车（Talapin，2008，第1097页）。第二次世界大战后，乐高公司获得了一台塑料成型机，并开始制造联锁塑料块，人们可以轻松组装和拆卸，以制造不同类型的玩具。根据Lauwaert，M.（2008）的说法，该公司在市场上推出塑料玩具是一个挑战，因为其大多数目标消费者都习惯于木制玩具。因此，起初，乐高使用木材和塑料材料制造玩具，以此继续维持其玩具市场。尽管该公司在客户接受塑料作为玩具制造材料方面面临着最初的挑战，但在1960年一场大火烧毁了其制造工厂后，乐高停止使用木材制造玩具（Levi Jakšić，2012，第1948页）。因此，从1960年至今，该公司所有有形产品均采用塑料制造。同样，值得一提的是，在20世纪90年代，视频游戏作为儿童在社会中的一种替代娱乐手段的发展吸引了该公司的注意。因此，Levi Jakšić（2012）观察到，该公司在过去近30年中投入巨资制作以其品牌为特色的视频游戏，并与以玩具为特色的领先娱乐公司合作，如沃尔特·迪斯尼、华纳兄弟、，微软公司和一些电视节目等。