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Inventing the future play: Lego - Essay Example

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The objective of this paper “Inventing the future play: Lego” is to establish whether the  innovative strategy and product development which is the methodology that the Lego Plastic toy company pursues in its bid to become globally competitive…
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Inventing the future play: Lego
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Download file to see previous pages The Lego Company has its competitive advantages to the fact that it is the pioneer of the brightly coloured building bricks that was launched in 1949 and has grown tremendously to the variations in the basic product into 1700 different parts which include shapes, bricks and miniature people that little children who compose much of the targeted market can use to make almost anything. The resulting outcomes range from small to large cars models and working space stations which are battery-operated space stations. This has spearheaded the competitive resolve grounds of the Lego Company and has helped in the attainment of the strategic planning that has seen its sales increase considerably to an estimate of over 10 billion Danish kroners in the year 1999. According to Singh (2008), the future depends on the competitive advantages that have to constantly develop towards new innovative direction.This is due to the theory and methodology applied by the Lego Company which has been positively changed to incorporate other aspects such as the new kit for girls that composed of a whole girl’s series that has miniature furniture and dolls. It went a step ahead to market construction kits with instructions and microchips on CD-ROMs. The theories which prove that the modern children will tend to like the new kits will end up increasing the profits of the toy company. This was to combat the rise of computer games and the drastic change that occurred in the mid-1990s which enhanced change....
According to Singh (2008), the future depends on the competitive advantages that have to constantly develop towards new innovative direction. Theory Application (strategy development) The Lego Company has an equivalent of 830 sterling pounds market share and it is relatable to a great deal of profit margin especially in this modern market structure. This is due to the theory and methodology applied by the Lego Company which has been positively changed to incorporate other aspects such as the new kit for girls that composed of a whole girl’s series that has miniature furniture and dolls. It went a step ahead to market construction kits with instructions and microchips on CD-ROMs. The theories which prove that the modern children will tend to like the new kits will end up increasing the profits of the toy company. This was to combat the rise of computer games and the drastic change that occurred in the mid-1990s which enhanced change in preference of computer games as the future play tool. This change has greatly helped in enhancing the competitive aspects of the Lego Company to its advantage. Strategy development direction for Lego Plastic Company The Lego Company has a strategic direction that is vested within its desire to become very competitive and aggressively motivated by the ever increasing competitors that can go to the extent of making and developing products that are similar to the ones produced by the company. This strategy has made the company to sue for plagiarism and product rights infringement to no avail and the last thing that it had to do was step up and stay ahead of its competition. This strategy has led to the direction it has taken towards the international consumer research that has been extensively carried out to help it ...Download file to see next pagesRead More
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