Children's construction sets is the primary product focus for the lego company.
What is the strategy of LEGO?
- The LEGO Group's mission is to inspire and develop the builders of tomorrow through the power of play.
- The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
Does LEGO use differentiation strategy?
- The LEGO group is using the differentiation strategy as the company states, "we want to be the best, not the biggest."
- In addition to that, the company is focusing on new product development along with innovation as well.
Why is LEGO so successful?
- Instead of offering kids ready-made toys, LEGO gives them the opportunity to build their toys — a much more challenging activity which kept kids engaged for hours.
- The LEGO System of Play becomes very successful and the company starts selling it to other countries.
Learn more about LEGO
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