2C Action plan for the implementation. This is the "How"
The Lego HQ in Denmark is shaped like a brick!
How should Lego launch Lego Learn?
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Resources Required
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Lego should invest in building a with expertise in AI, data analytics, digital products, education, and marketing.
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Lego must confirm their partnership with Area9. To form this relationship, Lego would have to give up a portion of ownership of this product, plus data.
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Lego should invest in researching parent and children desires by running nationwide surveys, purchasing industry data, and running focus groups. The combination of child’s privacy rights and data analytics comes with legal obstacles. Lego must invest in their legal team's ability to handle these important issues.
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The combination of child’s privacy rights and data analytics comes with legal obstacles. Lego must invest in their legal team's ability to handle these important issues.
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​Lego invest capital into development to create new products, custom AI algorithms, mobile app, andsystems for seamless trade-ins.
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Lego needs to invest in building warehouses, logistics software and hiring employees to manage trade-ins. Lego should consider receiving counsel from operations consultants to speed up the launch.
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​The marketing campaign for our new initiative should focus on targeting the parents more than the kids. The eco-friendly aspect will resonate most with younger parents, so Lego should focus marketing efforts towards those parents (Petro, 2021).
Risks
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Education-focused competitors might launch competing subscriptions, and could gain market share due to increased credibility in education.
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Once the pandemic is over, at-home learning trends might diminish and there might be lower demand for at-home learning products.
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Parents might not want to participate due to concerns over child privacy.
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Lego’s new educational focus could potentially harm the brand’s reputation. Children might associate Lego with school, versus with playtime.
You made it to the end of our project! We hope you enjoyed!
References
Petro, G. (2021) Sustainable retail: How gen Z is leading the pack, Forbes. Forbes Magazine. Available at: https://www.forbes.com/sites/gregpetro/2020/01/31/sustainable-retail-how-gen-z-is-leading-the-pack/?sh=4ab835f72ca3 (Accessed: March 5, 2022).