3.) Literature View
In this section, we are going to apply three main frameworks: “SWOT”, “PESTEL” and “Porter 's 5 Forces” as fundamental then to analysis the LEGO business situation and to provide the information which relates patent issue in summarized. First of all, we will analysis the social, technology and legal factors in PESTEL. Now we know the existing core patent problem of infringing patent in LEGO products are from existing main competitors and China factories. In technology, the solution of solving the issue of the patent, we will suggest to use the 3D printing and the “Virtual Reality”. These two technological solutions could bring the unexpected brand new playing experiences and new servicing towards LEGO existing customer base …show more content…
• Provide wide range of the product portfolio like educational and themed brick product with high quality.
• LEGO encourages children to play in “System” and “Creativity” through playing interlocking brick toy and provide them different play experience as well.
• LEGO invested a lot of resourcing on media advertising in TVCs or graphic magazine
• High bargaining power to the suppliers Weakness:
• LEGO product is easily duplicated by illegal businessman since the product design is simple.
• Provide tedious and type of brick toy product only at this moment.
Opportunities:
• Cooperating with famous licensor like Disney - marvel, Star War and DC comics in the featured LEGO product.
• Expend the room in different platforms from physical brick toy product to various fields such as Movie, Video games or even educational field, they also build one actual LEGO theme parks LEGOLAND in Malaysia
• Offer a meaningful award of educational brick toy competition to promote the benefit and advantage of LEGO and encourage children to play in "system" and "creativity". Threats:
• To many litigations with Mega Bloks in legal way which spends lots of capital …show more content…
In order to fix the patent loophole, the focus on electronic solutions on 3D printing and Virtual Reality (VR) both are widely used technological tools. For the short term purpose, technique of 3D printing is going to be popular and the cost of whole packaging is going to decline accordingly. In long term solution, we suggest the VR which can derivative endless possibilities in the virtual world created by visual generate device. What if we imagine children could play the LEGO brick toy in virtual space that really makes people fascinated with it. Therefore, I suggest LEGO has to hire correlated experts on both high-tech devices is an essential action.
Environmental
LEGO group also intended in green living environment, thus they have many actions to aim for it. Firstly, they propose to control the carbon dioxide emission which declines the damage of nature ecology and always inviting suppliers to participle the CO2 reduction program. Secondly, they attended the scouring of raw materials that manufacturing LEGO block and improving the waste efficiency of their product.
On the other hand, LEGO group is planning to achieve 2.5% energy consumption in 2015. To achieve this target, they started to plant trees in every year plus encouraging the 100% renewable energy during the production. Indeed, all LEGO printing materials and packaging are produced with 100% FSC-certified and 75% recycled
In this section, we are going to apply three main frameworks: “SWOT”, “PESTEL” and “Porter 's 5 Forces” as fundamental then to analysis the LEGO business situation and to provide the information which relates patent issue in summarized. First of all, we will analysis the social, technology and legal factors in PESTEL. Now we know the existing core patent problem of infringing patent in LEGO products are from existing main competitors and China factories. In technology, the solution of solving the issue of the patent, we will suggest to use the 3D printing and the “Virtual Reality”. These two technological solutions could bring the unexpected brand new playing experiences and new servicing towards LEGO existing customer base …show more content…
• Provide wide range of the product portfolio like educational and themed brick product with high quality.
• LEGO encourages children to play in “System” and “Creativity” through playing interlocking brick toy and provide them different play experience as well.
• LEGO invested a lot of resourcing on media advertising in TVCs or graphic magazine
• High bargaining power to the suppliers Weakness:
• LEGO product is easily duplicated by illegal businessman since the product design is simple.
• Provide tedious and type of brick toy product only at this moment.
Opportunities:
• Cooperating with famous licensor like Disney - marvel, Star War and DC comics in the featured LEGO product.
• Expend the room in different platforms from physical brick toy product to various fields such as Movie, Video games or even educational field, they also build one actual LEGO theme parks LEGOLAND in Malaysia
• Offer a meaningful award of educational brick toy competition to promote the benefit and advantage of LEGO and encourage children to play in "system" and "creativity". Threats:
• To many litigations with Mega Bloks in legal way which spends lots of capital …show more content…
In order to fix the patent loophole, the focus on electronic solutions on 3D printing and Virtual Reality (VR) both are widely used technological tools. For the short term purpose, technique of 3D printing is going to be popular and the cost of whole packaging is going to decline accordingly. In long term solution, we suggest the VR which can derivative endless possibilities in the virtual world created by visual generate device. What if we imagine children could play the LEGO brick toy in virtual space that really makes people fascinated with it. Therefore, I suggest LEGO has to hire correlated experts on both high-tech devices is an essential action.
Environmental
LEGO group also intended in green living environment, thus they have many actions to aim for it. Firstly, they propose to control the carbon dioxide emission which declines the damage of nature ecology and always inviting suppliers to participle the CO2 reduction program. Secondly, they attended the scouring of raw materials that manufacturing LEGO block and improving the waste efficiency of their product.
On the other hand, LEGO group is planning to achieve 2.5% energy consumption in 2015. To achieve this target, they started to plant trees in every year plus encouraging the 100% renewable energy during the production. Indeed, all LEGO printing materials and packaging are produced with 100% FSC-certified and 75% recycled