Strategic analysis of Lego company in the US market

Tan Hieu Nguyen

Bachelor's thesis

Analyzing the business strategy of Lego company in the US market

Abstract:

The main goal of this thesis is deep analyzing the LEGO company's successful business strategy in the US market and formulate strategic recommendations. LEGO Group is known as one of the world's leading toy manufacturer brands with a unique play style which is a pioneer in the field of construction toys. Although the LEGO company's headquarters are in Denmark, LEGO still asserts itself as a dominant force in the US in the toy industry. The thesis explores how LEGO developed its core products from plastic bricks but maintained and achieved steady growth to become a giant in the toy sector. To clarify the above reasons, the analysis applies the methods of analyzing corporate statements, analyzing stakeholders, analyzing the external environment, analyzing the internal environment, analyzing the SWOT method and assessing economic activity through indicators. Consequently, there will be an overall view of how effective LEGO Company's business operations, strategies are in the US market compared to its competitors and formulated recommendations by authors.

Abstract:

The main goal of this thesis is deep analyzing the LEGO company's successful business strategy in the US market and formulate strategic recommendations. LEGO Group is known as one of the world's leading toy manufacturer brands with a unique play style which is a pioneer in the field of construction toys. Although the LEGO company's headquarters are in Denmark, LEGO still asserts itself as a dominant force in the US in the toy industry. The thesis explores how LEGO developed its core products from plastic bricks but maintained and achieved steady growth to become a giant in the toy sector. To clarify the above reasons, the analysis applies the methods of analyzing corporate statements, analyzing stakeholders, analyzing the external environment, analyzing the internal environment, analyzing the SWOT method and assessing economic activity through indicators. Consequently, there will be an overall view of how effective LEGO Company's business operations, strategies are in the US market compared to its competitors and formulated recommendations by authors.

Keywords

Business strategy, LEGO company, Toys industry in US, Construction toy sets Industry in US

Keywords

Business strategy, LEGO company, Toys industry in US, Construction toy sets Industry in US

Language used: English

Date on which the thesis was submitted / produced: 15. 5. 2024

Thesis defence

• Date of defence: 2024
• Supervisor: Aleš Kubíček
• Reader: Karel Pernica

Vysoká škola ekonomická v Praze

Bachelor programme:
Bachelor of Business Administration