2) Which of the Generic Strategies Does Lego Appear to Be Using Based on This Case? Provide Support of Your Choice.
There was the change in the business strategy in the company that was brought up by the new CEO. The strategy was to survive, cut costs, sell businesses, generate cash and ignore the dash for the growth in the immediate future. Lego was known for the traditional blocks and components that will allow children to build anything with their imagination. The business strategy was to broaden the Lego products for the other customer segments. They created the …show more content…
This strategy calls for a company to provide a product or service with the distinctive qualities valued by the customer. Lego sticks to the traditional blocks and components and children can build anything from their imagination. They have introduced many new products with the popular movie themes so as to compete with their competitors in the toy market. They designed line of Legos aimed at girls since majority of their products primarily the boys. Lego has developed the video games featuring their popular characters adding digital revolution. Lego has developed and used leading-edge technologies in ways that support LEGO brand values – such as extending the “intelligent brick” concept of LEGO MINDSTORMS to open up whole new ways of playing and learning, as well as initiatives such as LEGO Studios, putting the power of moviemaking in the hands of children. The Lego Group