Swot Analysis Of Lego

STP

SEGMENTATION

Construction and building block toys for children

Demographic Segmentation

• The company’s collection of toys and games are targeted at both genders and different age groups.

• There is a product to engage children at every stage of their development, and products to cater to the needs and interests of older people.

• LEGO DUPLO was launched as the big brick for the small hand and is targeted at pre-school children.

• The series is graded in difficulty for children aged 2-6 years old. LEGO® DUPLO® Brick Box World People Set Tigger’s Expedition

Geographic Segmentation

• Major presence in developed nations such as Western Europe & North America

• Expanding its base in emerging countries such as India and China

• Countries perhaps categorized by size, development or membership of geographic region

• Population density: e.g. urban, suburban, rural, semi-rural

• Climate: e.g. Northern, Southern Geographic segmentation is an important process - particularly for multi-national and global businesses and brands.

Psychographic Segmentation

The major target of Lego is People with following values

• Imagination

• Creativity

• Fun

• Learning

• Quality

• Caring

Behavioural segmentation

• One of the most unique aspect of LEGO products is the way it contributes to learning and development, and this is a clear benefit that the target market seeks.

• LEGO bricks benefit young children and allows them to build structures without requiring any particular craft