Legoland SWOT Analysis, USP & Competitors

Legoland

Parent Company

Merlin Entertainment

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Land of Adventure

USP

The parks aim to provide a mixture of fun, adventure and education for children.

Legoland STP

Segment

Children aged between 2 and 12 years and their families

Target Group

Young families living in the USA and Europe

Positioning

Logo-themed amusement park designed to provide an adventurous and educational experience for children

Legoland SWOT Analysis

Strengths

1. The parks are associated with a very strong brand name of Lego, which is one of the leaders in the European Toy market.
2. The operating company, Merlin Entertainment is a leading name in family entertainment parks and operates 87 attractions in 19 countries across 4 continents.
3. Each Legoland attracts as many as 1.5 million visitors per year.
4. The availability of annual tickets and “value passes” for customers who are likely to make multiple visits ensure competitive pricing
5. Good marketing and advertising makes it a popular theme park

Weaknesses

1.In spite of Lego being a very popular brand in the European toy market, the parks have not been able to attract many international tourists.
2.The Legoland Parks in California and Florida are not as popular as their European counterparts.

Opportunities

1. The Lego brand is associated with quality and reliability; this positive brand image can be used by the parks to attract visitors.
2. The 2 locations of Legoland in the USA, viz. Florida and California are already popular tourist destinations; the parks can leverage on the location advantage.

3. As the brand Lego is fast penetrating in markets outside Europe and USA, there is a chance to attract more and more international visitors
4. Tapping emerging economies with more advertising and marketing

Threats

1. The California and Floridia Legolands can become competitors for each other.
2. The original Legoland in Windsor, London has a very strong brand presence in the Europe and hence steals away European visitors from the Legolands in USA.
3.There are other extremely popular amusement parks in the USA who have much better offerings and brand presence than Legoland (e.g. Disneyland)

Legoland Competition

Competitors

1. Disneyland Paris
2. Disneyland Park
3. Hershey Park