2.1 Issues identified from the situational analysis of Lego Group 乐高集团情景分析中发现的问题
One of the issues that were identified from the situational analysis of Lego Group on the Australian market was the fact that despite its dominance on the global toy market, this company faces stiff competitions from both local and international players on the Australian market. From the situational analysis, it was established that Lego’s nearest competitor on the global market has approximately 13 percent of its brand value, thus giving Lego a significant edge over its closest competitor (China Daily, 2017). Whereas this is the case, there was no guarantee that Lego Group would transform its success and leadership on the global market to the Australian market.
从乐高集团在澳大利亚市场的情况分析中发现的一个问题是，尽管乐高集团在全球玩具市场占据主导地位，但该公司在澳大利亚市场面临来自本地和国际玩家的激烈竞争。根据情景分析，可以确定乐高在全球市场上最接近的竞争对手的品牌价值约占其品牌价值的13%，从而使乐高在其最接近的竞争对手面前具有显著优势（中国日报，2017年）。尽管如此，但无法保证乐高集团会将其在全球市场上的成功和领导地位转变为澳大利亚市场。
Similarly, the situational analysis revealed that Australia is a large country and as a result, one of the greatest challenges that businesses and organizations that operate in this market face is logistics (Reece, 2017). The logistic problems are made worse by the fact that unlike countries such as the United Kingdom and United States that have invested significantly in the transport network, Australia is yet to develop such network, thus making it difficult to reach some regions. This means that one of the major challenges that Lego Group faces on the Australian market regards its ability to reach target consumers who lives far away from large cities such as Sydney and Melbourne.
同样，情况分析显示，澳大利亚是一个大国，因此，在该市场运营的企业和组织面临的更大挑战之一是物流（Reece，2017）。与英国和美国等对运输网络进行了大量投资的不同，澳大利亚尚未开发此类网络，因此难以到达某些地区，这使得物流问题更加严重。这意味着，乐高集团在澳大利亚市场面临的主要挑战之一是，能否接触到远离悉尼和墨尔本等大城市的目标消费者。
Similarly, the findings from the situational analysis indicate that some toys such as construction toys, games and puzzles are among the leading toys on this market (Kneebone, 2018). Arguably, the popularity of these toys on the Australian market is influenced by the fact that the majority of consumers on this market prefer interactive toys to any other form of toys on the market. This means that toy brands that promote interactive toys on this market are likely to attract positive attention from the target consumers and as such, gain a significant market share. As such, Lego Group faces stiff competition from different existing and new companies that have invested significantly in the development of interactive toys on this market. Furthermore, whereas the Australian children spend less time playing electronic games, situational analysis findings indicate that companies that promote electronic games are steadily expanding their market share in Australia through the introduction of interactive electronic games. This implies that if Lego concentrates only on its flagship plastic brick toys, it will completely lose its relevance and influence on this market.
类似地，情境分析的结果表明，一些玩具，如建筑玩具、游戏和拼图，是该市场上的主导玩具（Kneebone，2018）。可以说，这些玩具在澳大利亚市场上的受欢迎程度受到以下事实的影响：与市场上任何其他形式的玩具相比，该市场上的大多数消费者更喜欢互动玩具。这意味着，在这个市场上推广互动玩具的玩具品牌可能会吸引目标消费者的积极关注，从而获得巨大的市场份额。因此，乐高集团面临着来自不同现有和新公司的激烈竞争，这些公司在该市场上大力投资开发互动玩具。此外，虽然澳大利亚儿童玩电子游戏的时间较少，但情景分析结果表明，通过引入互动电子游戏，推广电子游戏的公司正在稳步扩大其在澳大利亚的市场份额。这意味着，如果乐高只专注于其旗舰塑料砖玩具，它将完全失去其在这个市场上的相关性和影响力。