5 Reasons why we Buy LEGO® sets

SMD101 Segmentation Assignment

She ready.

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“The LEGO Group is a privately held, family-owned company with headquarters in Billund, Denmark, and main offices in Enfield, USA, London, UK, Shanghai, China, and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world’s leading manufacturers of play materials.”  – About The LEGO Group, LEGO.com

 

The five segments of the LEGO® market

Segmentation of the LEGO® market was based on primary and secondary research of experiences offered by The LEGO Group–including visits to both Legoland® California and The LEGO Store at the Fairview Mall in Toronto, as well as the LEGO® aisles of multiple Walmarts in the Greater Toronto Area.

The five segments are…

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