Legoland SWOT Analysis

Published in Tourism and Hospitality category by MBA Skool Team

Here is a detailed SWOT analysis of Legoland covering strengths, weaknesses, opportunities and threats.

Legoland 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

Above are the strengths in the SWOT Analysis of Legoland. The strengths of Legoland looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Legoland 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.

These were the weaknesses in the Legoland SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

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Legoland 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

Above we covered the opportunities in Legoland SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Legoland 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)

The threats in the SWOT Analysis of Legoland are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

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Hence this concludes the Legoland SWOT analysis.

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About Legoland

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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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