Legos

Illustrate the issues the company faced

• Lego had faces the primarily external and internal issues.
• The market has affect on how lego grow tremendously.
• One of the reason issues is that lego has with their competitors of it's lack of diversity among the products.

Goals

• with the advent of social media the lego group faced the challenge of how to market their lego bricks on the social web
• McKee eventually was able to help change the culture within the organization, so they could use the social web to build relationships with customers, proprietary information, and better understand their customers.

Stratgies

• Lead users-people lego actively engages with on product design.
• 1:1 Community- people whose names and addresses they know
• Connected community- people who have bought lego and have also been to either a lego shop or a lego park.
• Active house holds- people who have bought lego in the last 12 months.

Call to action

• in 2010 the lego group became the world's fourth largest toy manufacturer capturing approximately 6.9% of the global market share of toy sales and continues to sustain a high growth rate, as well as showing a net profit of about 688 million dollars for the year.
• The lego group has never seen such tremendous success as they have in the past few years. since they began taking advantage of their most valuable resource their fans.

The End