FINALВ COPY: В

LyndsayВ Gorson, В CesarВ Cordero, В LarryВ Weber, В BrendanВ LyonsВ NovemberВ 10, В 2014В В

LEGOВ HarvardВ BusinessВ CaseВ В­В GroupВ AnalysisВ PaperВ В В В

LEGO, В likeВ mostВ companiesВ inВ theВ toyВ industryВ areВ fightingВ toВ stayВ profitableВ inВ thisВ

competitiveВ market. В LEGOВ hasВ recentlyВ electedВ aВ new, В nonВ­relatedВ ChiefВ ExecutiveВ OfficerВ in В attemptsВ implementВ aВ new, В strongerВ businessВ strategy. В ThisВ paperВ willВ helpВ usВ understandВ LEGO'sВ furtherВ inВ depthВ byВ administeringВ theseВ fourВ analyticalВ frames, В INFESTATION, В Porter's, В SWOT, В andВ FFA. В

WeВ beginВ withВ theВ PESTВ analysisВ becauseВ itВ willВ helpВ usВ betterВ understandВ theВ currentВ globalВ trends. В FigureВ 1В showsВ aВ trendВ analysisВ inВ several В criticalВ areas: В political, В economic, В social, В andВ technological. В В

FigureВ 1: В PESTВ AnalysisВ ofВ GlobalВ TrendsВ

PoliticalВ

В­В В В В В В В В В В BanВ andВ taxesВ inВ productВ importsВ fromВ otherВ regions. В

EconomicВ

В­В В В В В В В В В В MarketВ decreaseВ inВ developedВ

countries. В

В­В В В В В В В В В В HighВ importВ taxesВ inВ developingВ

financial systems. В

В­В В В В В В В В В В TheВ globalВ economyВ slowВ growth. В

В­В В В В В В В В В В HighВ growthВ ofВ middleВ classВ inВ

emergingВ countries. В

В­В В В В В В В В В В NationalВ regulationsВ inВ orderВ toВ promoteВ theВ safetyВ ofВ children. В

В­В В В В В В В В В В VulnerabilityВ andВ unstableВ

currencyВ inВ someВ countries. В

В­В В В В В В В В В В InternationalВ presenceВ ofВ theirВ

factoriesВ makesВ themВ vulnerableВ toВ

unstableВ politicalВ issues. В

SocialВ

В­В TheВ pressureВ toВ produceВ environmentВ

friendlyВ toys. В

В­В TheВ pressureВ toВ produceВ educationalВ

toys and games. В

В­В В CautionВ withВ genderВ biasedВ toysВ

productionВ

TechnologicalВ

В­В В В В В В В В В В NewВ 3DВ printingВ technology. В

В­В В В В В В В В В В MobileВ gadgetsВ likeВ tabletsВ andВ

smartphonesВ usageВ growth. В

В­В В В В В В В В В В InternetВ availabilityВ

SocialВ trendsВ areВ thatВ obviouslyВ safetyВ shouldВ comeВ first, В especiallyВ whenВ theВ productsВ targetВ marketВ areВ usuallyВ youngВ kids. В AlsoВ education, В thereВ isВ aВ needВ forВ companiesВ toВ produceВ toysВ thatВ notВ onlyВ entertainВ kidsВ butВ alsoВ tryВ andВ educateВ them. В TheВ technologicalВ trendsВ hereВ areВ generalВ andВ expectedВ inВ thisВ analysisВ becauseВ technologyВ keepsВ evolvingВ atВ aВ fastВ paceВ soВ itВ isВ almostВ impossibleВ toВ surviveВ withoutВ adaptingВ toВ theВ changes. В TheВ politicalВ andВ economicВ trendsВ forВ LEGOSВ couldВ beВ calledВ standardВ forВ aВ globalВ companyВ thatВ doesВ businessВ inВ differentВ partsВ ofВ theВ worldВ whereВ economiesВ areВ aВ constantВ concernВ becauseВ ofВ theirВ instability. В

TheВ Porter'sВ SixВ ForcesВ willВ helpВ usВ toВ betterВ understandВ theВ toyВ industry. В В TheВ toyВ industryВ consistsВ ofВ aВ varietyВ ofВ differentВ marketВ segmentsВ withВ LEGO'sВ currentlyВ theВ topВ brandВ inВ theВ industry. В В TheВ supplierВ powerВ inВ theВ toyВ industryВ isВ highВ dueВ toВ trademarksВ andВ licensingВ toВ beВ ableВ toВ useВ theВ likenessВ ofВ charactersВ andВ dictatingВ whichВ companyВ theyВ chooseВ toВ carryВ theirВ goods. В В TheВ threatВ ofВ entryВ isВ lowВ becauseВ theВ marketВ isВ highlyВ saturatedВ withВ manyВ keyВ playersВ alreadyВ inВ placeВ dominatingВ theВ majorityВ marketВ share. В В В В

FigureВ 2: В Porter'sВ SixВ ForcesВ AnalysisВ ofВ theВ ToyВ IndustryВ В В

SupplierВ PowerВ В­В HighВ

TrademarksВ

LicensingВ

ProduceВ massВ quantityВ efficientlyВ

andВ effectivelyВ

ThreatВ ofВ

SubstitutionВ LowВ

BooksВ

SportsВ

ExerciseВ

ThreatВ ofВ EntryВ

LowВ

HighlyВ SaturatedВ

marketВ

StartВ­upВ costВ

KeyВ playersВ ownВ

marketВ shareВ

IndustryВ Rivalry – HighВ

BuildingВ BlocksВ andВ SetsВ­В

LEGO, В BachmannВ Trains, В

CraВ­ZВ­Art, В Erector, В LiteВ Brix, В

McFarlaneВ Toys, В Meccanno, В SpinВ

MasterВ

VideoВ GamesВ­В

LEGO, В Nintendo, В Microsoft, В

Activision, В BandaiВ Namco, В DeepВ

Sterling silver, В ElectronicВ Arts, В Disney, В

Sony, В Hori, В WarnerВ BrothersВ

ActionВ FiguresВ­В

Activision, В DCВ Comics, В DiamondВ

SelectВ

Disney, В DoodleВ Jump, В Funko, В

GoldieВ International, В HasbroВ Marvel, В

Mezco, В NECA, В Nickelodeon, В

Playskol, В SesameВ StreetВ

IndustryВ RivalryВ

ContinuedВ...

References: LegoВ systemsВ andВ TTВ gamesВ publishingВ signВ partnershipВ forВ developmentВ ofВ legoВ videogamesВ

throughВ 2016. В (2010). В WirelessВ News, В RetrievedВ from

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