Author(s)

Wenyi Qian, Yamian Zhang

Corresponding Author

Wenyi Qian

ABSTRACT

LEGO is a handcrafted toy brand with a long history and a solid position in the toy building block market. Nowadays, as electronic products gradually control the entertainment market, LEGO's building block market is also gradually affected by electronic products. People of all ages are more willing to choose video games, and LEGO should therefore slowly integrate its blocks into the electronics market. Thus, this thesis analyzes the current market situation of LEGO and the electronic product market according to the main consumer groups of LEGOS. Using market research on both LEGO and electronic products, questionnaires, and interviews of LEGO's main target consumers, and analysis of LEGO's competitor brands, it is possible to derive the main consumer groups of LEGOS at this stage, the market situation due to COVID, and the main situation of LEGO's stores. Therefore, it is possible to propose new market development, store modifications, i.e., advertising and promotion modifications for LEGO. Finally, we analyze the opportunities for LEGO to enter the electronic market and the degree of integration with electronic products and propose and conclude the overall block market and entry into the electronic market for LEGO.

KEYWORDS

LEGO, Market strategy, Target consumer, COVID-19