Existing Future Ooportunities for Both Lego and Its Competitors

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This paper explains on the important changes in the marketplace that may affect future of the Toy industry.

The availability of varieties and different types of product.

Its an important change in the marketplace that may affect future of the toy industry, as due to the rise and growth of a free international trade thus a trade without tariffs, quotas, or other restrictions has kept prices down. In this situation customers gets varieties of un important and amount of toys at a cheaper price. If there is a great reduction of varieties of the marketplace, and an increase of pressure on the manufacturer for going with what’s ‘safe’ there will also be a reduction in available product distribution to a diverse number of specialty stores. Also the demand that has been driven so much by Television that it prevent many products from ever coming to the market.

Strong changes in venues of retail settings

Its an important change in the market place thus there has been a drastic reduction in the number of diversified independents and retailing chains. The pressure that comes to bear on what was once a very solid network is observed when we see the transformation of retailing within the last few years. Many of the specialty chains have disappeared, consolidated and disappeared again. There probably will be more opportunity for new stores and new companies to emerge and many new and creative ways of distributing products such as through more cross-merchandising. The impact of mass marketing, such as Target, Wal-Mart and the impact of television, will continue to be felt in the industry. International distribution is also going to continue to expand as many companies have operations in Europe and in other parts of the world. The challenges that lay ahead are for the individual specialty stores to maintain their foothold on the industry and that shopping in malls does not replace the diversity of community-based stores that offer the wide variety of products and...