Project 2
Project and Distribution Strategy
MKT341 MARKETING MANAGEMENT
BYU-I GROUP-03 Winter2022
SISTER CUMMINS
February 28, 2022
Lexie Starley
Eli Peterson
Ben Shirley
Jake Whiting
Nicholas Lwanga
Benjamin Obiri
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Table of Contents
Background ................................................................................................................................................... 3
Executive Summary....................................................................................................................................... 4
Product Classification.................................................................................................................................... 5
Product/Service Differentiation .................................................................................................................... 6
Product Line Extensions ................................................................................................................................ 7
Service Quality .............................................................................................................................................. 8
Multi-Channel Distribution ........................................................................................................................... 9
Retail Function ............................................................................................................................................ 10
Spiritual Insights .......................................................................................................................................... 11
Appendices.................................................................................................................................................. 12
A — Survey Questionnaire  ..................................................................................................................... 12
B — Survey Cover Letter ............................................................................................................................. 20
C — Sampling Methodology ....................................................................................................................... 21
D — Results & Analysis ............................................................................................................................... 22
E — Research Citations ............................................................................................................................... 37
Works Cited ............................................................................................................................................. 37
2
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Background
LEGO is one of the top leading brands in toys, being sold in over 130 countries Many
know LEGO for their iconic brick and many different builds. With their mission statement being
“Inspire builders of tomorrow”, it is clear to see that LEGO aspires “kids to imagine creatively,
work systematically, and experience the endless possibilities of creating a new world” (LEGO
Mission Statement Analysis, 2022)
LEGO was founded by Ole Kirk Christiansen in 1932 in Billund Denmark. Christiansen
decided on the name based on the Danish phrase, “leg godt”, which means play well. The bricks
started taking form in 1949 with prototypes that had the classic LEGO structure that connected
bricks on both ends. After Christiansen passed away in 1958, his son, Godtfred Kirk, took over
and finally patented the bricks in 1958.
Only 10 years after being patented, LEGO created its first amusement part, LEGOLAND,
in the founding home of LEGO, Billund Denmark. It wasn’t long after that that the fire of LEGO
ignited and LEGO was known around the world. Since then, LEGO has engineered different
types of LEGOs to fit all lifestyles. In 1696, LEGO created DUPLO LEGO’s which were geared
towards little children. In 1971, LEGO started to target girls by making dollhouse sets and
furniture sets. Then in 1977, LEGO started to offer “Expert Builder” sets. These sets were
marketed towards the more experienced LEGO builders and had lots of moving parts, such as
gears, axels, and joints. In 1978, LEGO created the “Minifigures”. These gave so much more life
to each set and added another sense of imagination and creativity.
Because LEGO started out as and remains a family-owned company, LEGO prides itself
on its values and takes its mission statement seriously. LEGO is always looking for opportunities
to further encourage children to build their imagination and creativity.
To further understand how others feel about LEGO as a brand and what it is used for, we
have conducted a qualitative research survey consisting of fifteen simple yet informative
questions given to 300 BYU-I students around the world. This report was generated to obtain
information on product classification, product/service differentiation, potential product line
extensions, service quality, multi-channel distribution options, and retail function of LEGO.
3
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Executive Summary
Our LEGO survey was sent out to 300 random current students at BYU-I. We had a total
of 15 various questions that help us gainful insight to LEGO and its marketing opportunities. We
had a total of 44 responses yielding a 14.6% response rate. Given the information gathered, we
have been able to gain knowledge on LEGO’s consumer preferences.
The following report will outline the information we have gathered and give details on the
product classification, product and service differentiation, product line extensions, service
quality, multi-channel distribution, and retail function.
LEGO’s mission statement, “Inspire builders of tomorrow” requires something big for
LEGO to live up to, but with the knowledge we have gained, we believe LEGOs future is bright.
With a majority of our surveyors saying they have purchased more than 6 sets of LEGO and 34%
have played with LEGO within the past week, LEGO is still a predominant toy in everyone’s
life. Because of the creativity LEGO helps encourage, LEGO has prime real estate to continue to
grow and build on what they currently offer.
LEGO is one of the top leaders in the toy industry with their wide variety of products
including bricks, movies, and video games. LEGO started as a family-owned company with high
standards, and to this day, remains a family-owned business with the same standards. Because of
this, LEGO has remained a household brand that everyone looks to.
4
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Product Classification
LEGO has almost instant brand recognition due to their easily recognizable brand image
that they have created through partnering with other brands as well as creating LEGO brand
movies to help continue to appeal to many different audiences such as children and collectors.
Shopping product: LEGO falls under this category because of their rising costs for some
of the more sought after, exclusive sets. Typical consumers will spend a lot of time comparing
other products in this space as the toy market is heavily saturated with different options for
almost anyone particular preference. This is where L LEGO ego’s brand deals help put them
above the competition as it gives them more capability for customers to relate to their brand.
Specialty product: Le LEGO go is also a specialty product as it occupies a niche space in
the toy market because of its unique building block design but also because of the target
audience for Le LEGO go which is mainly children who enjoy the learning process of building
LEGO as well as adult collectors who purchase LEGO products because of the nostalgia around
it and want to continue collecting exclusive sets. These collectors will typically wait until a
specific set is released that they want to add to their collections such as Star Wars, Harry Potter,
or one of the many other major brand deals that LEGO has.
5
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Product/Service Differentiation
LEGOs mission is to inspire the builders of tomorrow through delivering a product that
allows kids and adults to develop creativity, work systematically, and experience the endless
possibilities that LEGO offers. LEGO offers products that range in size and for all people ages 1
to 99 years old.
LEGO allows you to purchase a product that can be built and then taken apart and reuse
the pieces that are compatible with all LEGO sets which gives the consumer an endless number
of building options which are only limited by the user’s imagination. LEGO targets kids with
their sets which through structured block play can be “especially beneficial for the development
of spatial reasoning”.
What sets LEGO apart from other building toys is their instant brand recognition,
accessibility from being sold in all major retailers as well as LEGO brand stores, and their easyto-follow instructions for the sets that give the builder a sense of satisfaction and community
when you purchase LEGO product. LEGOs goal is to get kids to begin using their products
which creates lifelong customers who continue to buy LEGO products because of both the
nostalgia and satisfaction that comes from building these sets.
LEGO could improve customer satisfaction by supporting their community through
growing their social media presence as well as hosting activities such as customer LEGO
creation competitions held at local LEGO brand stores. By doing this, they will reinforce that
sense of community that is so important amongst the older audience of LEGO collectors and
builders and allow them to showcase their creations as well as bring them into the brand stores
which will promote the purchases of new products. LEGO could also implement subscription
services that provides discounts as well as early access to new and exclusive products from the
LEGO brand.
By making these improvements, LEGO offers their target audience with the most buying
power incentive to want to continue purchasing new LEGO sets and give them the opportunity to
strengthen the community of like-minded individuals which is an essential part of being in a
hobby such as LEGO as well as showing that this brand is inclusive and welcoming to new
members by giving people who are new to this hobby the ability to get into the space without
feeling overwhelmed if they have never built LEGO before or because of the high costs.
6
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Product Line Extensions
LEGO has customers all over the world. As expected, and confirmed from our survey
results, they are primarily bought as gifts for children. It is common for kids to be extremely
excited for a new toy and play with it continually for a short period, but then they get bored and
it is rarely touched after that. The same applies to LEGO and there are four kids' toys, once
you've built this kit it's done and you get the same result if you do it again, although maybe just a
little faster. This opens a great opportunity to extend the current product line and begin offering
subscriptions.
If LEGO began offering subscription products, they could begin with a collection of toys
they already have then develop a block counter and verifier to make sure that all pieces come
back before they send it out to the next customer. This new way to offer its products to
consumers would keep them interested and enjoy LEGO more than just building one set and
being done because they are too expensive to buy. Approximately 60% of customers were
interested or neutral to the idea of buying a subscription option. Right at 50% of the survey
responses were either extremely dissatisfied or somewhat dissatisfied with the price of LEGO.
Those consumers would probably be more open to spend a similar amount of money but get a
revolving product option.
7
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Service Quality
LEGO experiences a variety of common complaints from customers including some
about kits showing up with missing pieces or even some not showing up at all. LEGO does have
a bricks and pieces section of their website where customers can get on, input the kit number
they have purchased to search for the missing components or stickers. With LEGO having an
abundance of parts, it can be hard to have good customer service. Many people surveyed were
happy with LEGO overall. The website could be having to navigate to a specific piece that was
lost or broken for an existing set though. It would take multiple steps to identify what kit you
have then begin the search for that one in a thousand part for the kit.
LEGO could simplify this process by implementing a kit number identifier so customers
can search key words or what the kit looks like when assembled. They could also offer more
call-in support. Every time I have visited the customer service side of their website, I receive a
message saying that they are unable to talk right now and refers to the search portals to handle
complaints on your own.
8
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Multi-Channel Distribution
LEGO has had unprecedented success in 2021’s market. They had a profit increase of
140% which comes to $1.75 billion dollars a new record for LEGO. This has been made possible
by LEGO’s distribution systems centered in North America, Europe, and East Asia. These
distribution centers along with LEGOs efficient manufacturing process allowed LEGO to thrive
last year during the global supply chain management crises. This is what LEGO CEO had to say
to the Financial Times about the company’s growth “Don't expect 50% growth year on year on
year, but we actually think this is real growth, and this is more a newfound level that we can
grow more from.”
From our survey we have learned that 50% of customers bought LEGO product from
Walmart showing that they need to be a main focus in their supply chain strategy. The second
largest form of purchase is online through Amazon or other means. This means that it is
imperative to have Amazon warehouses stocked.
One way they could increase sales is through opening more regional LEGO brand stores
in college towns the survey showed us that a large majority of consumers are between 19-30
years old. Our survey showed that 35% of people bought LEGO within the last year meaning
that if LEGO had a “LEGO store” in the area they could have made more direct profits without
having to rely on large retailers. Our recommendation would be to focus on online buying and
working to strengthen their online presence without becoming a subscription service we found in
the survey that this is a channel of business that most people either feel neutral or uninterested in.
Strategies we recommend for increasing online distribution
•
•
•
Implement faster delivery times or a guaranteed delivery window. Amazon for example
promises next day delivery to their Prime customers.
Partner with distributers to funnel buyers from other websites like Walmart.com and
Target.com to LEGO.com giving them a small “finder's fee”.
Remove themselves from amazon so that people must go to their website exclusively.
We believe that implementing these strategies will help sustain LEGO’s record breaking
growth. It will allow LEGO to consolidate and streamline their online presence.
9
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Retail Function
LEGO online shop is very attractive and appealing. Any person would be attracted by
how the products are layout and its graphics. It is very easy for customers to access the site and
purchase any product of their choice. This is because the product layout on the site makes it
easily identifiable.
LEGO also operates retail outlets where customers can also go make purchase. The store
structure makes it convenient for people to walk in and get any play material they prefer. This
approach will make the customers who will not be navigate through their online store. Therefore,
they will be accessing their products physically through their retail outlets.
We will recommend that LEGO open up physical retail outlets in many more country.
This will generate more sales for the company.
10
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Spiritual Insights
Elder D. Todd Christopherson in his talk “Reflections on a Consecrated Life” said that “Just as
honest toil gives rest its sweetness, wholesome recreation is the friend and steadying companion
of work.” LEGO because of its educational yet entertaining themes plays a role in providing a
family with wholesome recreation. The bonding created by LEGO is justified by the survey data
that shows 59.46% percent of respondents strongly agree that LEGO provides strong bonding
experiences with friends and family with 35.14% somewhat agreeing to this benefit of LEGO.
The LEGO themes are based on many family-oriented movies or movies that are rated from U to
PG that give children the opportunity to creatively act out movie scenes and the choice of which
LEGO set to buy for children is open to discretion when the buyer follows the advice of the
Apostle Paul “Finally, brethren, whatsoever things are true, whatsoever things are honest,
whatsoever things are just, whatsoever things are pure, whatsoever things are lovely, whatsoever
things are of good report; if there be any virtue, and if there be any praise, think on these things.”
(King James Bible Phil 4.8). The project has highlighted the positive recreational options for
LEGO users and has sought to point out the line extensions that will continue to serve the
purpose of improving creativity, wholesome entertainment, and education for the many
customers present and future.
11
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Appendices
A — Survey Questionnaire
Q1 - How many times have you purchased LEGO products?
#
Answer
%
Count
1
0-1
22.73%
10
2
2-3
25.00%
11
3
4-5
4.55%
2
4
6 or more
47.73%
21
Total
100%
44
#
Answer
%
Count
1
For yourself
27.27%
12
2
Gifts for others
63.64%
28
3
A collection
9.09%
4
Total
100%
44
Q2 - Why do you buy LEGO?
12
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q3 - How long has it been since you purchased LEGO?
#
Answer
%
Count
1
Less than one year
36.36%
16
2
1-2 years ago
22.73%
10
3
2-3 years ago
11.36%
5
4
4-5 years ago
9.09%
4
5
More than 5 years ago
20.45%
9
Total
100%
44
Q4 - How often do you or a loved one play with LEGO?
#
Answer
%
Count
1
Once a week
34.09%
15
2
Once a month
27.27%
12
3
Once a year
15.91%
7
4
Less than once a year
22.73%
10
Total
100%
44
Q5 - What do you use LEGO for?
13
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
#
Answer
%
Count
1
Just for fun
61.36%
27
2
To build creativity
31.82%
14
3
As a collection
6.82%
3
Total
100%
44
Q6 - Where do you purchase LEGO products?
#
Answer
%
Count
1
Walmart
50.00%
22
2
Target
13.64%
6
3
The LEGO store
4.55%
2
4
Amazon
13.64%
6
5
Other please fill in
below
18.18%
8
Total
100%
44
Q6_5_TEXT - Other please fill in below
Other please fill in below - Text
Thrift Stores
14
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Walmart, Target, The LEGO store, Bricks & Minifigs, Ebay, Facebook Marketplace, End Zone Hobby
Center, etc.
FB marketplace
Online
All of the above
When I was a kid toys r us
Walmart, Amazon, Facebook market
The top three options, also for the question before this also for building creativity.
Q7 - How satisfied do you feel about LEGO pricing?
#
Answer
%
Count
1
Extremely dissatisfied
9.09%
4
2
Somewhat dissatisfied
38.64%
17
3
Neither satisfied nor
dissatisfied
22.73%
10
4
Somewhat satisfied
22.73%
10
5
Extremely satisfied
6.82%
3
Total
100%
44
15
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q8 - Assuming LEGO had a monthly subscription service that gave users access
to exclusive sets, premium pricing, and early access to limited edition sets, how
interested would you be in signing up for the service?
#
Answer
%
Count
1
Extremely interested
15.56%
7
2
Interested
13.33%
6
3
Neutral
31.11%
14
4
Uninterested
24.44%
11
5
Extremely
Uninterested
15.56%
7
Total
100%
45
Q9 - What changes can be made to increase customer satisfaction?
#
Answer
%
Count
1
Revise the pricing by
creating price based
categories for LEGO
products
78.13%
25
2
Make biodegradable
plastics
18.75%
6
3
Size of LEGO bricks
3.13%
1
Total
100%
32
16
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q10 - What LEGO product do you most enjoy?
#
Answer
%
Count
1
LEGO movies
20.00%
9
2
LEGO video games
15.56%
7
3
LEGO bricks
64.44%
29
Total
100%
45
#
Answer
%
Count
1
Strongly agree
45.45%
20
2
Somewhat agree
43.18%
19
3
Neither agree nor
disagree
9.09%
4
4
Somewhat disagree
0.00%
0
5
Strongly disagree
2.27%
1
Total
100%
44
Q11 - LEGO helps with learning
17
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q12 - LEGO provides bonding experiences with friends and family
#
Answer
%
Count
1
Strongly agree
59.09%
26
2
Somewhat agree
36.36%
16
3
Neither agree nor
disagree
2.27%
1
4
Somewhat disagree
0.00%
0
5
Strongly disagree
2.27%
1
Total
100%
44
Q13 - LEGO fulfills my need to play with toys.
#
Answer
%
Count
1
Strongly agree
34.88%
15
2
Somewhat agree
27.91%
12
3
Neither agree nor
disagree
30.23%
13
4
Somewhat disagree
2.33%
1
5
Strongly disagree
4.65%
2
Total
100%
43
18
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q14 - What age range are you in?
#
Answer
%
Count
1
19-20
32.56%
14
2
21-30
48.84%
21
3
31-40
9.30%
4
4
41-50
6.98%
3
5
50+
2.33%
1
Total
100%
43
#
Answer
%
Count
1
Male
34.88%
15
2
Female
65.12%
28
3
Non-binary / third
gender
0.00%
0
4
Prefer not to say
0.00%
0
Total
100%
43
Q15 - What is your gender?
19
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
B — Survey Cover Letter
Dear fellow student,
We are conducting a short survey for our Marketing Management class. Please help us by
taking our 5-minute survey about the toy brand LEGO.
Please use the following link to share your priorities about entertainment:
All information gathered will remain anonymous and confidential, and you have the right to not
answer any question that makes you feel uncomfortable.
The return of this survey is your consent to participate in this research project.
Thank you in advance for your assistance!
https://byui.az1.qualtrics.com/jfe/form/SV_bCUXH98ORxS3TRc
Qualtrics Survey | Qualtrics Experience Management
The most powerful, simple and trusted way to gather experience data. Start your journey to experience
management and try a free account today.
byui.az1.qualtrics.com
20
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
C — Sampling Methodology
We distributed our survey to Brigham Young University-Idaho students attending in spring
2022. We were approved for a sample size of 300 random students by the department of human.
We came together as a group over the weeks leading up to this project to start formulating what
we could ask to help us create a big idea that could increase LEGO’s brand strength and profits.
For all of us this was our first time creating and distributing a survey so we worked hard to craft
questions we thought could lead our group in the right direction.
We developed 15 questions to help us understand what our customers think about LEGO and
how they use LEGO. We also collected some light demographical data to help us solidify who
our audience was. We submitted our survey to BYU-I for approval the 24th of February. The
survey was distributed the 24th of February and re distributed the 3rd of March and it has received
44 results.
Looking at the data we can see that 35% of respondents are male and 65% are female. They also
tend to skew toward the younger side with 81% of participants being under the age of 30. From
these to results and our pool of subjects coming from BYU-I's data base it is only logical to
assume that the majority of our respondents are young college students which may skew the data
we have collected.
21
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
D — Results & Analysis
Q1 - How many times have you purchased LEGO products?
According to the survey responses for question 1, the survey results indicated that 21
people have purchased LEGO products 6 or more times while the mean for this survey question
was 2.77 with a standard deviation of 1.26.
22
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q2 - Why do you buy LEGO?
The results for the second question of the survey showed the majority of respondents
purchase LEGO products as gifts for others with a total of 28 responses and the next most
popular response being for themselves at 12 responses and the least popular option of purchasing
LEGO for a collection with only 4 responses.
23
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q3 - How long has it been since you purchased LEGO?
The Survey results for question 4 indicate that majority of respondents purchase LEGO at
least once a year with 16 responses. The next most popular result being LEGO purchased more
than 5 years ago with 9 out of the 44 responses and the rest of the option ranging from 4-10
responses.
24
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q4 - How often do you or a loved one play with LEGO?
With this question we wanted to learn how prevalent LEGO product is in our customers
day to day life. We learned that almost 35% of the people we surveyed played with LEGO on a
regular basis meaning that they think about LEGO often. If we combine once a week and once a
month answers we learn that almost 60% of people in our study think about LEGO once a month
or more showing us that our product lines have a high product penetration rate among our
customers.
25
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q5 – What do you use LEGO for?
Our goal in asking this question was to learn more about what our customers actually do
with the product. We have learned that almost 60% of our survey group like to just have fun with
their LEGO products more than creative building and collecting combined. This helps us further
define our brands placement in the minds of our customers. Many of them just love LEGO as a
fun toy as opposed to a project.
26
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q6 – Where do you purchase LEGO products?
Question 6 was where we wanted to gain insight as to where LEGO consumers mostly purchase
their LEGO products. 50% purchase from Walmart, 13% purchase from Target, 4% purchase
from The LEGO store, 13% from Amazon, and 18% purchase from other places such as thrift
stores, eBay and Facebook Marketplace. This insight told us that Walmart is the number 1 place
to purchase LEGO products because Walmart is available to most people.
27
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q7 – How satisfied to you feel about LEGO pricing?
This question helped us gain insight as to how consumers feel with LEGO’s current price point.
9% were extremely dissatisfied, 38% of people were somewhat dissatisfied, 22% were neutral,
22% were somewhat satisfied, and 6% were extremely satisfied. With this information, we can
conclude that more people are not happy with the current price.
28
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q8 - Assuming LEGO had a monthly subscription service that gave users access to exclusive
sets, premium pricing, and early access to limited edition sets, how interested would you be in
signing up for the service?
With the conclusion of results for question 8 we have learned that the majority of
customers who would be either neutral, interested or extremely interested in a subscription
offering. The results have concluded that only 24.5% were uninterested and 15.5% were
extremely uninterested for a total of 18 out of 45 votes. The breakdown for those interested or
neutral were as follows. 15.5% or 7 voters were extremely interested. 13.5% or 6 voters were
interested. Those who were neutral we count as a positive quantity for our research purposes
because they are likely to try it if it did become an option, they were 31% or 14 Voters.
29
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q9 - What changes can be made to increase customer satisfaction?
We determined that this question would be important for the purpose of guiding us to
find ways to take the products and services already offered by LEGO and refine them into the
best that they can be. Unlike the other questions that led us to what people wanted different or
how much they use LEGO this question is to help us refine our current offerings.
30
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q10 - What Lego product do you enjoy most?
This question was asked in order to know the type of LEGO’sproducts which customers
prefer most. This will help the company know which of its products to concentrate production
efforts on to avoid wastage. It is obvious from the survey responses that most of the people who
visit the site for shopping prefer buying LEGO bricks than any of the product. The bricks
product represents 70.27%. Should LEGO focus more on making bricks, it can increase its profit
in the short run.
31
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q11 - LEGO helps with learning.
LEGO aims at helping the rising generation children boost their learning and creativity
through the use of its toys. Asking such question will help to determine whether it is achieving
its goal or there is the need to do more. From the survey results we can see that 43.24% of the
respondents strongly agree while another 43.24%, somewhat agree. This suggests that LEGO
needs to work a little further on its products helping with learning through the addition of new
features to help people have a strong conviction.
32
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q12 - LEGO provides bonding experiences with friends and family
The majority of the respondents agree that provides bonding experiences with friends and
family. From a total of 37 respondents, 59.09% strongly agree that LEGO provides strong
bonding experiences with friends and family and 36.36% of the respondents somewhat agree.
This continues to show the positive impact of LEGO’s products.
33
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q13 - LEGO fulfills my need to play with toys.
The majority of respondents agree that LEGO fulfills the need to play with toys. The
majority strongly agree (34.88%), followed by 27.91% that somewhat agree and the neutrals are
30.23%. Considering these three groups of respondents, it can be reasoned that LEGO’s toys
give a sense of customer satisfaction and a little more effort needed to fully satisfy the neutrals
and those who somewhat agree.
34
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q14 - What age range are you in?
The results for this question are as follows.
19-20
32.56%
21-30
48.84%
31-40
9.30%
41-50
6.98%
50+
2.33%
Total
100%
35
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
Q15 – What is your gender?
For our survey, there were 65% females, and 34% male.
36
MKT341 MARKETING
MANAGEMENT
BYU-I GROUP-03 Winter2022
E — Research Citations
Works Cited
LEGO Mission Statement Analysis. (2022, March 3). Retrieved from Mission Statement: https://missionstatement.com/lego/#:~:text=LEGO%20mission%20statement%20is%20%E2%80%9CInspire,of
%20creating%20a%20new%20world.
LEGO support: https://www.lego.com/en-us/page/static/pick-a-brick
Multi-Channel Distribution
Lego Manufacturing: Brick by brick. SupplyChainX. (n.d.). Retrieved March 3, 2022, from
https://supplychainx.highjump.com/lego-manufacturing.html
The Lego Group. (2021, March 10). The Lego Group delivers strong growth in 2020. About us LEGO.com US. Retrieved March 3, 2022, from https://www.lego.com/enus/aboutus/news/2021/march/2020-annual-results/
Lego towers over competition with record 2021 profit. Nasdaq. (n.d.). Retrieved March 3, 2022,
from https://www.nasdaq.com/articles/lego-towers-over-competition-with-record-2021profit-2021-09-29
Spiritual Insight
Christopherson D. Todd. “Reflections on a Consecrated Life”. General Conference, October
2010,www.churchofjesuschrist.org/study/general-conference/2010/10/reflections-on-aconsecrated-life?lang=eng. Accessed 3 March 2022.
King James Bible. The Church of Jesus Christ of Latter-day Saints Salt Lake City, Utah,
USA,2013.
37