Strategic analysis of Lego company in the US market

The main goal of this thesis is deep analyzing the LEGO company's successful business strategy in the US market and formulate strategic recommendations. LEGO Group is known as one of the world's leading toy manufacturer brands with a unique play style which is a pioneer in the field of construction toys. Although the LEGO company's headquarters are in Denmark, LEGO still asserts itself as a dominant force in the US in the toy industry. The thesis explores how LEGO developed its core products from plastic bricks but maintained and achieved steady growth to become a giant in the toy sector. To clarify the above reasons, the analysis applies the methods of analyzing corporate statements, analyzing stakeholders, analyzing the external environment, analyzing the internal environment, analyzing the SWOT method and assessing economic activity through indicators. Consequently, there will be an overall view of how effective LEGO Company's business operations, strategies are in the US market compared to its competitors and formulated recommendations by authors.