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LEGOLAND - Analysis of the toy industry

1. Analysis of the toy industry and its success of its factors
2. Macro environment
3. The Clients
4. The Competitors
5. Industry Attractiveness
6. Porter 5 forces Model
7. Key Success Factors
8. Analyse Lego's new business strategy
9. The Ansoff Model
10.Competitive Advantage
11.Product Differentiation
12.Vertical Integration
13.Internationalization
14.Adaptation VS. Standardization
15.Conclusion

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refore conducting an in-depth | |
 of the   , we will deliver a brief presentation of
Lego, which is the core of the subject.
Lego is a Danish company, which was founded in 1934, by Ole Kirk Christiansen. The core
activity of Lego is the conception and manufacture of educational s and the main focus is on
the 'Lego rrick'.

The name is derived from the Danish term 'Leg Godt 'which means 'lay Well'. In the beginning,
almost everything depended on the invention and protection of the LEGO rrick. It¶s the 'LEGO
play system' which would be the basis of the company.
Today, LEGO is a major actor on the   , and is a world-known brand (A


park was even created in Denmark), and is reputed to be an LEGO is an educative game which
stimulates imagination and logic. Carrying a guarantee of very high quality, LEGO games are
often handed down from generation to generation. This explains why LEGO is evolving on the
  .
We will now present an overview of the global   , from the perspective of the Macro
Environment on one hand and Micro Environment on the other hand, with a description of the
segmentation in this market, the Porter¶s 5 forces model, the    structure and
attractiveness, and finally, the Key Success Factors.

At the outset, a brief global overview of the market is mandatory. In 2008, the world  market
had a value of 78 rillion $, which represented a small decrease compared to 2007. However,
after the crisis, the    was able to take off again, and in 2009, the value increased to 80
billion ¼, and is expected to keep growing in 2010.