Legoland SWOT Analysis, Competitors & USP

Legoland SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Legoland, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Legoland to benchmark its business & performance as compared to the competitors, and make strategic improvements. Legoland is one of the leading brands in the tourism and hospitality sector.

The article below lists the Legoland SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Legoland SWOT Analysis:

SWOT Analysis of Legoland

For Legoland, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Legoland Strengths

The strengths of Legoland looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Legoland :

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

Legoland Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Legoland SWOT Analysis:

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.

Legoland Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Legoland SWOT Analysis:

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

Legoland Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Legoland are as mentioned:

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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Legoland:

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

Hence this concludes the Legoland SWOT analysis.

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About Legoland

Legoland Overview
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
Segmentation	Children aged between 2 and 12 years and their families
Target Market	Young families living in the USA and Europe
Positioning	Logo-themed amusement park designed to provide an adventurous and educational experience for children

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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