LEGO spent years completing market research for the Friends range. Name and describe 2 methods of market research
LEGO® From Brick to Brick
The LEGO Group is a family-owned company which was founded in 1932. LEGO is
one of the world’s leading manufacturers of play materials for children. It employs
approximately 9,000 people globally and LEGO products can be purchased in more
than 130 countries.
Ideas and product development take place at the company’s
headquarters in Denmark. There are approximately 4,000
different parts in the LEGO range—plus 58 different
LEGO colours. LEGO bricks are manufactured at factories
in Denmark, Hungary, Czech Republic and Mexico.
The LEGO Group employs around 120 designers. Its
selection process for designers is based on hands-on work
and face-to-face interviews.
New Range
In December 2011 the LEGO Group
announced the introduction of LEGO Friends,
a new play-theme aimed at girls aged 5 and up.
The Friends range, which is set in Heartlake
City, features a pastel-coloured beauty salon,
fashion design studio and bakery. There are
also five mini-dolls that come with handbags,
lipsticks and a number of other accessories.
The new range has angered some parents who have said the toy company has made
the once gender-free product too girly. LEGO said it had spent years completing
market research for the range and added that parents asked had so far given it positive
feedback.
1. LEGO regularly brings out new products.
(a) Describe each of the stages shown in the following product life
cycle diagram.
(b) Outline 2 reasons why LEGO introduced the Friends product
range.
(c) LEGO spent years completing market research for the Friends
range.
Name and describe 2 methods of market research.
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