Lego - International Marketing

International Marketing

Lego case

Question 1:

How big is the turnover in the toy market in a country? For example Spain, Germany, Norway, United Kingdom, the Netherlands etcetera.

In2010, the total turnover of the Toy market in France was €3.058 billion,
In Spain the turnover in the toy maket is around € 900 million
In 2010, the UK turnover was about £ 3.59 billion .
In Germanythe turnover in the toy maket is around € 2.5 billion
In Norway the turnover in the toy maket is around € 400 million
In the Netherlands the turnover in the toy maket is around € 550 million.Question 2:

What is the size of toy products in terms of import in the mentioned country?

I have not find lot of information for each country but the following figure is quite interesting:

Thisis the extra european countries where the toys imported come from. China represents 86%. This percentage include also European companies (like French, Spanish, ….) which produce over there.Question 3:

What about the export of toy products in the mentioned country and what is the own production?

In Spain the amount of exportation is € 303 million
In Germany the amount of exportation is€ 1.092 million
In Norway the amount of exportation is € 70 million
In UK the amount of exportation is €357 million
In Netherlands the amount of exportation is €497 million

Question 4:

What arethe main distributors (wholesalers, retailer’s etcetera) in the mentioned country? In other words, make a distribution analysis. Make an analysis of the websites of the main distributors.

InFrance, the main distributors are specialized stores and supermarket (like Carrefour). This is the same in Spain and UK.

Question 5:

What are the main competitors in the mentioned country? What arethe key success factors in the toy market?

The mentioned countries have approximately the same markets. The main competitors are Lego, which is include Hasbro, playmobile.

Question 6:...