The Strategic Choice/s

LEGO has been making toys for decades. Toys that are both entertaining and at the
same time educational. The matrices above proposed that LEGO should have an
aggressive strategy. This type of strategy might help them develop market development
strategy and market penetration.

LEGO company has been doing great through this time because of the strong
competitive position of their products, specifically, their Lego building bricks. In order to
maintain such strong competitive position, the company should capitalize its strengths,
consider new acquisitions and to invest in product enhancements by using sustainable,
durable and less costly materials.

Aside from those, since LEGO has been known for their educational toys, the company
must focus on growing their LEGO education for this also contributes in building the
company’s competitive position. Moreover, they must also invest in developing their
LEGO Mindstorms since this creates and strengthen customer loyalty, for Mindstorms
promote user engagement and user creativity, by letting users create their own design.

Next to take note is their video games. LEGO has already secured themselves partners.
They have created a partnership with Tencent in China which is vital to earn competitive
strength. LEGO company must continue to upgrade and invest to strengthen leadership
because it is expected that video game market will continue to grow and there would be
a lot of new entrants and existing competitors. Lastly, the Lego theme park or the
legoland. LEGO must not never let their guard down by expanding risk-free and limiting
investment because in this market, there a lot of strong competitors such as Walt
Disney and Universal.