Lego Case Study Argumentative

1. Do you think LEGO should try to compete with more technologically-advanced toys? Why or why not? Yes, they should. I think LEGO need concentrate on some technologically- advanced toys. The reason is that recently, the society full of technological toys, kids would like their toys with some new characteristics. Society has changed, people hope their toys more intelligent and can share their toys with others in order to build good relationship with others, so technologically- advanced toys is be needed for the society. 2. Identify briefly the marketing mix (4Ps) strategies for LEGO. Product:

LEGO is a family toy maker that was founded by Kirk Kristiansen family in Billund, Denmark in 1934. At the begin, LEGO concentrate on the wood bricks, in 1958 they change the material into plastic. Since 1980, LEGO group through established DACTA to expand education opportunities to their toys, they were developed such as Expert series, LEGO City sets, LEGO Star Wars. Then, in recent years, because of the technical trend, LEGO expand their toys in other area, they developed the video game of Star War, the app of LEGO for the iPhone. In 2011, LEGO add LEGO Friends for their brick kingdom, and this phase can bring them more attract and profits. Price:

The price of LEGO is following the amount of LEGO bricks. The more bricks, the more you need to pay. Generally, the price is from $5-$350, some simple models such as vehicles, airplanes is more cheap than the princess castle or the city models. So, the primary factor that can control the prices I think is the quantity of bricks. Place:

LEGO use different ways to sell their product, you can find it in the LEGO retail stores, also can buy it from their official website, as well as it can be sold in Disney Land and Disney World. Today, LEGO have operated 90 retail stores. Promotion:

LEGO pay more attention on their promotion. They use multiple ways hope customer can be attracted. LEGO always use the short video on their official website to show the characteristics of their toys, in order to more clearly display their toys features. At the same time, On February, 2014, LEGO company used their own bricks to produced movie in order to promote their products. When some holidays or special days, LEGO always give some discount for their toys,such as buy on get on half price or give some simply toys discount to attract customers. 3. What does Knudstrop mean by saying “take known constructs and organize them in new and surprising ways”? I think it means LEGO not only keep on producing their original toy bricks, but also need concern add technologies to their products. Because of in recent society, lot of customers would like to select some toys with special technical features, such as people more like video game or robots because of it is intelligent and operate more easily.

Therefore, paying more attention on the old plastic bricks cannot let LEGO keep attracting their customers, they need add more technical element such combine the robots with their bricks, give the vehicle engines. Using bricks with more technologies can give LEGO more reputation and attraction. 4. Why do you think creating a series targeting young girls was important to LEGO? At first time, they reason why LEGO’s target customers are boys is that their products are more vehicles, city construction or war themes. It just can attract the boy. However, the girl is the another big group for toys, pink princess castle or house construction are attracted more girls, so girls can bring LEGO more profits, it is a huge market for this company. Therefore, LEGO develop the LEGO Princess phase and Friend phase to attract more girls. 5. Why do adults like to play with LEGOs?

I think because of LEGO can improve their intelligence and hand-on skills. LEGO’s bricks not only can used by the traditional model, but also it can used to innovate special model that different with the list. Therefore, more adults would like to use their bricks construct a new models, they think it can improve their innovation and creativity.