Lego SWOT Analysis, Competitors & USP

Posted in Media & Entertainment, Total Reads: 34404

SWOT analysis of Lego analyses the brand/company with its strengths, weaknesses, opportunities & threats. Lego is one of the leading brands in the media & entertainment sector. The table below also lists the top Lego competitors and elaborates Lego segmentation, targeting, positioning & USP.

Lego SWOT, Competitors, Marketing STP & Brand analysis Table
Lego Brand Analysis
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

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Lego. Strengths are:

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

Here are the weaknesses in the Lego SWOT Analysis:

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

Following are the Opportunities in Lego SWOT Analysis:

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

3. More branding exercises to reach out to newer segments

Threats

The threats in the SWOT Analysis of Lego are as mentioned:

1.Video games
2.Cartoon channels
3.Internet

4. Outdoor games

5. Other similar companies

Lego Competition
Competitors

Below are the top 4 Lego competitors:

1.Automoblox
2.Meccano
3.VTech

4.Leapfrog

The brandguide table above concludes the Lego SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Lego. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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