Lego faces increasing competition marketing essay

This makes for little opportunity for Mattel. Also, young children are becoming acquainted with digital media at an earlier age. Data from the U. Between andToys R Us generated an average of 43 percent of its total annual revenues during the fourth quarter.

An alliance with an Asian company, Bandai, should also prove very beneficial as numerous eastern countries open their markets to western goods. Women are having less children, and at older ages.

Mattel also has an efficient top management with nearly 30, employees. Manufacturers recognize the need to capitalize on franchises that span multiple platforms, resulting in products ranging from cartoons to video games to movies to actual toys.

Outlook Long-term growth in the U. Competition from online retailers is driving down prices, which has led to lower gross profit margins. Larger companies are making acquisitions based on these trends, but have not yet generated associated profits. Further, Mattel has some licensing deals with a number of other established brands, including Disney, Fisher Price, Nascar, and even Microsoft.

Furthermore, the company does not experience the downside to a weak dollar in the form of overseas imports and production, as new corporate strategy has reemphasized in-house manufacturing. As ofBarbie dropped out of the top five selling dolls.

Both entities measured building sets -- dominated by Lego with an 85 percent market share -- as the highest growth segment of at 20 percent. Many toy products are first seen by children on a television or movie screen, as the toy industry is heavily reliant on licensing deals with the entertainment industry.


Competition is based on competitive pricing, credit programs, promotional pressures and competing store openings. Retail Market The domestic retail toy market is highly competitive. The American toy market is becoming increasingly saturated and competitive, along with a downward shift in age of when children leave tangible toys such Hot Wheels and Barbie for more interactive and technological products.

The most concerning piece of news for Mattel, however, must be the slipping popularity of their core product, Barbie.

This market has been left largely untapped, and offers a huge increase in customer base.

Industry Analysis of Toys

Such instability can lead to wary investors, and the firm could find itself having trouble generating funds. Action figures and plush toys registered the largest declines in growth during Get Full Essay Get access to this section to get all help you need with your essay and educational issues.

Lego Swot Analysis Essay Sample

This has already forced Mattel to enter, and may force Mattel to further their involvement in the technological realm, a product category in which the firm has performed very poorly. First, product availability has been improved in specific market thanks to collaborative efforts with international firms, specifically Bandai Co.

The squeeze is especially painful because toy sales are seasonal. Targeting children with internet sites, however, brings about extra concerns. Toys R Us is the largest toy retailer, and competes with Wal-Mart, Target, other national chains and department stores, as well as smaller boutique toy stores.

According to a piece in The Economist, between andthe average age of first-time mothers in Britain, Germany, Switzerland and Japan rose by half a year.

Lego SWOT Analysis, Competitors & USP

Industry giants Hasbro and Mattel together control approximately 40 percent of the domestic toy market. Competitors include large and small manufacturers, as well as marketers with strong capabilities with respect to recognizing shifting consumer interests and bringing new products to market.

Structural Trends Shifting demographics are having a long-term impact on industry dynamics.Related Documents: Essay about LEGO Marketing Actions And Strategies Business: Marketing Strategy Essay Principles of Marketing September 2, Abstract In this paper I will define segmentation and discuss its uses for my product/service.

Essay about LEGO Marketing Actions And Strategies October EXECUTIVE SUMMARY The Lego Group was founded in by Ole Kirk Kristiansen (Mortensen ).

Kristiansen, a master carpenter and joiner, initially manufactured stepladders, ironing boards, stools and wooden toys from his workshop in Billund, Denmark. Explore each of these competitions that LEGO Education supports: is a global robotics competition offering a variety of categories to inspire collaborative creativity, strengthen math and science knowledge, promote teamwork, develop presentation skills, and increase enthusiasm for global robotics technology.

and increase enthusiasm for. LEGO Group Marketing and Operations Management Report Prepared: For: LEGO Group however, LEGO is going to face some more challenges in the future.

(LEGO Annual Report). 1./ given the dynamic nature of the environment, where competition reaches outstanding levels and variables such as consumer demand are increasingly more. Advertising & Marketing and traditional toy manufacturers are seeing increasing competition from digital gaming products, digital media and products that combine traditional “analog.

Lego Competition. Competitors. Below are the 4 main Lego competitors: ultimedescente.comblox ultimedescente.como ultimedescente.comog. The brandguide table above concludes the Lego SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of Lego belonging to the same category, sector or industry.

Lego faces increasing competition marketing essay
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