A Case Study on LEGO Group’s Marketing Strategy

Abstract

This article delves into LEGO’s marketing strategy and examines its difficult journey from a small Danish factory to a well-known toy company. The intensification of competition in the global toy market requires research on marketing strategies and development paths, which have important reference value for enterprises to gain competitive advantages and achieve sustainable development. Lego has consolidated its position in the economic market through various marketing strategies such as innovation and sales channels. But while developing rapidly, it also faces many problems, such as market competition. At the same time, analyze a series of potential issues that may arise in the competition between LEGO and new toys, and based on this, propose suggestions for optimizing and innovating sales methods and products. This study not only found some problems encountered by LEGO in terms of funding, market, etc., but also provided valuable experience for some developing companies to avoid potential problems and risks in their development.