Lego SWOT Analysis, USP & Competitors

LEGO

Parent Company

The Lego Group

Category

Toy Brands and Manufacturers

Sector

Media & Entertainment

Tagline/ Slogan

Its what you make it

USP

Construction toys for children

Lego STP

Segment

Construction and building block toys for children

Target Group

Ages 3-15 of middle and upper class

Positioning

It can be made into anything possible

Lego SWOT Analysis

Strengths

1.Incorporates educational features to develop key skills in young children
2. Strong brand name across the world in over 55 countries
3. Many places use cars from the Automoblox range to demonstrate modern car assembly techniques to children
4. Encourages goal oriented play and problem solving

5. Strong product portfolio

6. Lego based theme parks are extremely popular tourist destinations

7. The brand has also diversified into video games, TV and movies, merchandise etc

8. Top of the mind brand recall owing to TVCs and extensive advertising

Weaknesses

1. Imitation of products and brand name is a concern

2. Intense competition means high brand switching and also loss of market share to online games

Opportunities

1. Organize competitions in schools
2. Diversify more into other segments

3. More branding exercises to reach out to newer segments

Threats

1.Video games
2.Cartoon channels
3.Internet

4. Outdoor games

5. Other similar companies

Lego Competition

Competitors

1.Automoblox
2.Meccano
3.VTech

4.Leapfrog