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LEGO GROUPBUILDING STRATEGY

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Just six bricks can be combined

9 ! mi""ion #a$s

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A%enda

Introduction

Ana"$sis

Strate%$Im&"ementation

Risks and 'iti%ations

(onc"usions

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)A com&etiti*e strate%$ to continue t+eor%ani,ation-s .nancia" success and

dominance in t+e to$ market/

Ex&andin% dominance in a to$market

#it+ o&&ortunit$ and uncertaint$

Licensin%c+a""en%esin0uencin%

&roduct

Ne#com&etitors

takin% markets+are

(ommoditi,ation o1 Le%o&roduct

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Uncertaint$ in Disne$Licensin%&resents a c+a""en%e to 1uturecontractsLe%o +as

considerab"ein*estment in

"icensed bui"din%sets

Le%o Star 2ars3S&ider 'an3

Indiana Jones

Disne$-s recentac4uisition o1

'ar*e" %i*es itri%+ts to o*er

!555 c+aracters

Disne$ 1a*oured&artner is 'atte"

'ar*e" +ada%reements#it+ 6asbro to&roduce to$s

7uture o1 Disne$"icencin%

o&&ortunities is

unc"ear

6asbro +as astron% &ast

re"ations+i& to'ar*e"

Ne# 8re :&roduct "aunc+cou"d increase

ro$a"t$ &a$ment

to"erance

6asbro-smu"ti&"e &roduct"ines mi%+t act

as stron%er

incenti*e

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6asbro-s introduction o1 8re :is a si%ni.cant t+reat to markets+are

6asbro-s brand &o#er

En"ar%ed marketin% bud%et

Guaranteed S+e"1 S&ace

;o&u"ar Transformers brand

(om&atib"e #it+ LEG: b"ocks

LEG: +as considerab"e &roduct brand *a"ue

6asbro cannot mention LEG: in its &romotion

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7ai"ure to &rotect LEG: brand1rom com&etitors +as "ead to

commoditi,ation

'EGA b"ocks+as c+a""en%ed

t+e contro"o*er t+e brickecos$stem

A"" com&etin%&roducts #i""

be com&atib"e#it+ LEG:

Le%o must

1ocus on itsbrand *a"ues

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Brick Ecos$stem to Le%oEcos$stem

(onnect to consumers on mu"ti&"e &"at1orms

Brand En%a%ement

LEG:s "eaders+i& in t+e market dri*esres&onses

Inno*ation 7ocus

7ocus on de"i*erin% *a"ue be$ond b"ocks

De*e"o& Ex&eriences

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)A com&etiti*e strate%$ to continue t+eor%ani,ation-s .nancia" success and

dominance in t+e to$ market/

Ex&andin% dominance in a to$market

#it+ o&&ortunit$ and uncertaint$

Licensin%c+a""en%esin0uencin%

&roduct

Ne#com&etitors

takin% markets+are

(ommoditi,ation o1 Le%o&roduct

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6i%+ &ro."e brand "icensin% is aneas$ re*enue %enerator

7ocuson

2esternBrands

;ro*en S&iderman