Lego and Company
Introduction
In this report I will focus on toy manufacturing company called LEGO and its goals of expending their business in China. The project will contain of 10 pages which will include internal and external analyses of the company and chosen country environment or market. In this project I will try to analyze Chinese market for toys with the purpose of reaching a better foundation for decision regarding their strategic situation. I will use information from books, internet and my decisions are going to be based on knowledge and information I have collected.
Problem Proposal
How LEGO should change their strategic situation in Chinese market?
What kind of strategic proposals company should choose?
What target groups, positions and segments LEGO should attract the most?
Delimitation
In this report I am going to talk about LEGO’s target groups, mainly B2C market. Also I will include market size and geographical position of the market. I will talk about company’s insides, their mission, vision and values. Moreover, I will talk about possibilities and resources to expend their market in China in addition I will include financial position of the company and some statistical information. Furthermore, I will talk about living costs and economy to get better insight due to market expansion in current country. In this project I will not include any political and environmental analyzes because in my opinion they are not relevant in this case.
Methodology
In this case study, I will try to find out, proper answers and solutions for my problem proposal. First of all, I will divide analysis into 2 sections: internal (inside of the company) and external (chosen market). In the Internal part I will briefly go through company’s history and existence. After that, I am going to present LEGO’s vision and mission, to get a better insight of company’s goals and attitudes towards their wishes. Also I am going to talk about their value chain, on which steps LEGO is
In this report I will focus on toy manufacturing company called LEGO and its goals of expending their business in China. The project will contain of 10 pages which will include internal and external analyses of the company and chosen country environment or market. In this project I will try to analyze Chinese market for toys with the purpose of reaching a better foundation for decision regarding their strategic situation. I will use information from books, internet and my decisions are going to be based on knowledge and information I have collected.
Problem Proposal
How LEGO should change their strategic situation in Chinese market?
What kind of strategic proposals company should choose?
What target groups, positions and segments LEGO should attract the most?
Delimitation
In this report I am going to talk about LEGO’s target groups, mainly B2C market. Also I will include market size and geographical position of the market. I will talk about company’s insides, their mission, vision and values. Moreover, I will talk about possibilities and resources to expend their market in China in addition I will include financial position of the company and some statistical information. Furthermore, I will talk about living costs and economy to get better insight due to market expansion in current country. In this project I will not include any political and environmental analyzes because in my opinion they are not relevant in this case.
Methodology
In this case study, I will try to find out, proper answers and solutions for my problem proposal. First of all, I will divide analysis into 2 sections: internal (inside of the company) and external (chosen market). In the Internal part I will briefly go through company’s history and existence. After that, I am going to present LEGO’s vision and mission, to get a better insight of company’s goals and attitudes towards their wishes. Also I am going to talk about their value chain, on which steps LEGO is