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Competitive Strategies Case Study

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Case Title:

LEGO in 2006: Keeping Up with the Changing Times

Publication Year : 2006

Authors: Mahesh Pol, Mridu Verma

Industry: Toys

Region:US

Case Code: COM0164P

Teaching Note: Available

Structured Assignment: Not Available

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Abstract:
The case covers Lego’s product development strategies across the globe. Lego was the sixth largest toy manufacturing company in the world in 2006.Since the beginning, the company’s scope of product development had been immense, even as its product foundation had remained constant. With children turning away from traditional toys in favour of videogames and personal computers (PCs) in the late 1990s, Lego had resorted to several innovative products to keep up with the changing times. It had also diversified into clothes, computer games, and Lego theme park to maintain its growth momentum. By 2004, Lego was running into losses.

Pedagogical Objectives:

  • The concepts associated with product development in the traditional & modern toy industry
  • The concepts associated with changes affecting consumer behavior
  • The concepts related to product mix decisions in the toy industry.

Keywords : Automatic building bricks; Competitive Strategies Case Study; legoland theme parks; play and learn; Lego Duplo bricks; DACTA; Lego Bionicle; Mattel; Hasbro; Lego mindstorm; Lego cybermaster

Keywords : 
Product development
Lego’s Competitive Strategies
Lego Bionicle
Lego Mindstorms
Lego Bricks
Lego brand

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