Global Strategy of LEGO Essay Sample

This essay sample is based on the Global Strategy of LEGO for Singapore. We will be going through an overview of Lego. After this, we shall be looking at the various strategies of the brand which will include the following: lego marketing strategy, Social media/content marketing strategy,  Parent-approved products, among others. Therefore we shall begin with an overview of the Toymaker giants “LEGO”.

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Introduction- Global Strategy of LEGO Essay

The name of Lego is known to every child across the world. Not just children almost every adult knows it too. In simple words, Lego is a world-famous brand, and rightfully so. But why? What does this Toymaker do differently? The answer is the different customer-oriented strategies. We will be looking at all of this in this sample essay.

Moving on, we will be looking at the global strategies of this infamous brand. The topic poses great importance to the students of management and business. As it is a prime example of marketing strategies done right. In addition, we will be providing the reader all the information they need to know about the topic. As such we will be painting a clear picture of the concept. Therefore, we shall include the following in this sample essay:

Main body- Global Strategy of LEGO Essay

Overview of LEGO

Now, we already know LEGO is the largest toy brand in the world. Most of us have played with Lego toys at some point in our life. In the same fashion, the most famous and the first product of LEGO is “the LEGO bricks”. Lego bricks are small interlocking brings, which can be joined in several ways to builds things. In Addition, most legos products are based more or less around this product.

Moreover, the word Lego itself comes from the Danish phrase “Leg Godt”, which translates to play well. This is because the founder of Lego, Ole Kirk Kristiansen was a danish carpenter. He originally owned a furniture shop. However, it launched the brand lego under the name of Danish construction toy in the year of 1932.

Furthermore, the lego company is a family-owned business. In addition, it is renowned across the world for its marketing strategies and compared to marketing giants like Nike and Ikea. On top of this, Lego maintenance a brand image that is loved by children and parents alike. Nevertheless, the scope of this brand exceeds that of making toys. How and why will be answered later on in the sample essay.

LEGO’s strategies

In this section of the sample essay, we shall be looking at the various strategies used by the toymakers. These strategies are the key factor behind the brand’s success. Moreover, these spread across the various fields. For instance, the educational industry,  entertainment industry, and so on.

Moving on, we will be discussing each of these strategies in detail. These strategies are as mentioned below:

Lego marketing strategy

The brand is spread across 130 countries and yet it is working to expand its business. For instance, we shall look at this strategy in the context of China. When the brand aimed to enter the market of China, it started with opening stores in all the major cities. These include the cities that had a demand for LEGO products already.

Moreover, the brand conducted a thorough analysis of the market before making a move. Through this, they found out that, there was no need of introducing a China-specific product. Nevertheless, recognized the advanced state of digitization in the nation. Consequently, they created their own digital products. This strategy worked well for the toymakers. As the profit increased by 4% as well as sales.

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Social media and content marketing strategy

As we all know, social media is a huge part of the modern world. Therefore, it greatly affects the people and their choice. In addition, LEGO is already a rather infamous brand. In addition, the social media platforms like Facebook, Instagram, youtube, and such add to the reach of the brand to the people.

Moreover, on Facebook LEGO is followed by over 13 million people. Here it regularly updates the audience as well as keeps them hooked and engaged with the brand.  Similarly, on Instagram, LEGO is quite popular and frequently posts. In addition, the video-sharing platform i.e “youtube” is also the stronghold of LEGO.

Furthermore, the youtube channel of LEGO in the year 2020 alone got more than 10 billion views. Plus, LEGO provides updates on their products as well as educational and entertainment content through these social media platforms.

Involvement in the educational industry

Yes, you heard it right. LEGO is in the educational sector. In fact, the toymaker always termed its “LEGO brick” as an educational product that improves learning in children. In addition, LEGO has created a strong partnership with the educational sector. It donated more than 24 million (USD) to educational institutes in the year 2020 alone.

Furthermore,  LEGO’s website provides various fun content involves their toys that help children learn new things. Adding to this, LEGO took the initiative to provide education and other educational-related resources during the pandemic.

Conclusion:

The LEGO company has a very good global strategy. They have expanded their market globally, and this helps them stay competitive in the toy industry. And they are using new technology to innovate with different products that appeal to customers of all ages. In conclusion, it seems that everything is going great for Lego!

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