Running head: Strategy and Positioning Analysis Lego Boost 1 Strategy and Positioning Analysis Lego Boost 8 Strategy and Positioning Analysis Lego Boost Darryl Tungate, Chris Carey, Marcus Shoals, Brandon Lee MKT/421 March 20, 2017 Danny RudickLEGO BOOST Overview of Organization In 1932, Ole Kirk Christansen developed a master carpenter shop in Billund, Denmark which went on to create and introduce Lego in 1958 (Rosenberg, 2014). Now Lego has become a household name and holds a worth of nearly $15 Billion! Legos are not just for kids. Lego bricks come in all shapes, sizes, and looks. Themed Lego pieces include Star Wars, Star Trek, and other famous movies. There are groups, collector meetings and even a BrickCon in Seattle. Lego has certainly reached all parts of our globe and many kids and adults continue to play with them today. Lego is the leader in such bricks and all who have tried to keep up have failed. Lego is so popular that sales jumped 13% in 2015 after the release of their first movie (Kell, 2016). The Lego industry is booming and with more and more products developing, it is no wonder they have the sales they do. Lego boost is designed to teach kids how to program Lego robots with an application on their smart device. Description of Product Lego has really started an evolution within their product ring. They have taken Lego bricks that can be designed in many different ways, added them to a six axis drive, and allowable to be programmed from a tablet. This is the Lego Boost. For $160 you get the full starter kit which includes 840 bricks, the axis drive, and 5 character designs. This is a way to really get children using their thinking caps and allow them to interact with Lego on another level. One character is named Vernie. Vernie is the first bot that anyone should build. A friendly, talkative, and interactive guy that moves his head and has a sense of humor. You start with the head so he can begin to talk to you as you build. The really important part of this is the coding. Within the app the user, player, student, or child can program the different robot models into doing different things. The Guitar 4000 lets you play your own music. The best part about the entire thing is that all Lego bricks can interact with this set. So you can take your Star Wars Lego set and program it to do many things. What will you build? SWOT Analysis Strengths · Introduces young children to the basics of programming and coding · Allows kids to build a variety of robots that can respond to stimuli · Communicates with a smartphone or tablet running the Boost app · Cheaper than Lego Mindstorms the company's flagship robotics platform Weaknesses · Targets younger users ages 7 and up · Retails at $159.99 a little pricey for most people · Could be too advance for some kids · Require a smart phone or tablet Opportunities · Prepare younger generation for Lego Mindstorms · Engineering advancements for young people · To combines le ...

1. Running head: Strategy and Positioning Analysis Lego Boost
1
Strategy and Positioning Analysis Lego Boost
8
Strategy and Positioning Analysis Lego Boost
Darryl Tungate, Chris Carey, Marcus Shoals, Brandon Lee
MKT/421
March 20, 2017
Danny RudickLEGO BOOST
Overview of Organization
In 1932, Ole Kirk Christansen developed a master carpenter
shop in Billund, Denmark which went on to create and introduce
Lego in 1958 (Rosenberg, 2014). Now Lego has become a
household name and holds a worth of nearly $15 Billion! Legos
are not just for kids. Lego bricks come in all shapes, sizes, and
looks. Themed Lego pieces include Star Wars, Star Trek, and
other famous movies. There are groups, collector meetings and
even a BrickCon in Seattle. Lego has certainly reached all parts
of our globe and many kids and adults continue to play with
them today. Lego is the leader in such bricks and all who have
tried to keep up have failed. Lego is so popular that sales
jumped 13% in 2015 after the release of their first movie (Kell,
2016). The Lego industry is booming and with more and more
products developing, it is no wonder they have the sales they
do. Lego boost is designed to teach kids how to program Lego
robots with an application on their smart device.
Description of Product

2. Lego has really started an evolution within their product ring.
They have taken Lego bricks that can be designed in many
different ways, added them to a six axis drive, and allowable to
be programmed from a tablet. This is the Lego Boost. For $160
you get the full starter kit which includes 840 bricks, the axis
drive, and 5 character designs. This is a way to really get
children using their thinking caps and allow them to interact
with Lego on another level. One character is named Vernie.
Vernie is the first bot that anyone should build. A friendly,
talkative, and interactive guy that moves his head and has a
sense of humor. You start with the head so he can begin to talk
to you as you build. The really important part of this is the
coding. Within the app the user, player, student, or child can
program the different robot models into doing different things.
The Guitar 4000 lets you play your own music. The best part
about the entire thing is that all Lego bricks can interact with
this set. So you can take your Star Wars Lego set and program it
to do many things. What will you build?
SWOT Analysis
Strengths
· Introduces young children to the basics of programming and
coding
· Allows kids to build a variety of robots that can respond to
stimuli
· Communicates with a smartphone or tablet running the Boost
app
· Cheaper than Lego Mindstorms the company's flagship
robotics platform

3. Weaknesses
· Targets younger users ages 7 and up
· Retails at $159.99 a little pricey for most people
· Could be too advance for some kids
· Require a smart phone or tablet
Opportunities
· Prepare younger generation for Lego Mindstorms
· Engineering advancements for young people
· To combines learning with playtime
· Adding visual instruction via smartphone or tablet
· Not a lot of competitors in this space
Threats
· SBrick Plus more versatile than Lego Boost and only cost $69
· Meccano Meccanoid 2016 award winning Innovative Toy of
the year
· Pricing-cheaper off name brands with better pricing
· Opening in different countries/markets
Competitive Analysis
Lego’s has been around for a long time now and they hold a big
share of the toy industry. With the launch of the New Lego
boost, it is important that Lego preform a competitive analysis
to see how their new robotic toy will stack up against its
competitors. So, who are Lego’s competitors in this market
space? Lego has had a more advanced version of boost called
Mindstorms, which has been around for quite some time now,

4. but is focusing on a younger generation with boost. Other toys
like Tenka Labs has come up with the Circuit Cubes. Circuit
Cubes are electrically charged building blocks that can include
such functions as a motor, light-emitting diode (LED) lighting,
sound, sensors, and a battery (TAKAHASHI, 2017). In addition,
Meccano has the Meccanoid 2.0 XL and Meccanoid 2.0
featuring 3 easy and innovative programming options Learned
Intelligent Movement, Ragdoll Avatar and Drag and Drop
Programming incorporated in its Robotics Building platform.
Lastly there is the SBrick Plus it is a brick that you can place
into your LEGO models so you can control them remotely using
a smart device like a phone, tablet, gamepad or even
Chromebook or PC.
With the exception of Meccano, all of the companies have
extremely low market shares compared to Lego. Each company
seems to have a focus on suppling an educational function to
purchasing their product. SBricks and Circuit Cubes are startups
and became known through crowd funding site like Kickstarter
and GoFundMe. Meccano was originally an English toy
company that has been around for over 100 years and have toys
in a global market space. All of companies are offering a
similar product as Lego, but Lego has a huge brand name in the
US and internationally which make them more attractive to
customer even though you can get the other competitors product
for a less expensive price tag
.
Target Market Segments
There's no doubt that children love Legos. It allows them to use
their hands, eyes and activates the frontal lobe of their brain.
For young humans who are still working on perfecting their
motor skills, language and writing, Lego Boost has the ability to
boost your child's cognitive abilities by challenging them to
learn, understand and remember the given operating
instructions. The digital requirements encourage them to not

5. only rely on their hands to build, but also that their minds to
grasp the concept of modern programming and technology.
Because of the learning abilities Lego Boost offers, Lego has
targeted a specific market that in fact covers a large variety of
what?. Specifically, Lego targets children and anyone else who
can imagine or revive their inner youth. It allows users to
breathe life into their Legos. With a minimum age of 7, Lego
boost allows children at a young age to learn simple yet crucial
programming in order to personalize their creation to its full
potential. By doing this, children will understand diversity and
personalization. Because the mind of a child works like an
absorbent sponge, the materials they will be introduced to could
possibly influence future decisions such as choosing
Engineering or Technician careers. The possibilities are truly
unlimited.
Unfortunately, this product is a little on the expensive side.
Geographically, it may not be distributed in every country, but
for those who can afford it, the children will reap the benefits
from this highly technological product. Demographically, it's
pretty obvious that this product targets young children or those
who are still highly involved in the world of Legos. As stated
earlier, improving cognitive dissonance is just one perk to the
psychographic focus of the product. It allows children to calmly
obtain programming skills while still challenging their ability to
use their hands to build and personalize.
In reality, all these factors boil down to the most important
targeted consumer, the parents. Children love toys, electronics
and countless other time consuming products on the market. But
children, for the most part, don't have the ability to purchase or
wisely choose a product to purchase. So this means the adult or
guardian must decide for the child. If the product doesn't catch
the eye of the parent, you've already failed. Once parents see
the productivity involved in Lego Boost, they'll realize that

6. their child will likely learn rather than waste time entertaining
themselves on an unproductive product such as first person
shooter games like Call of Duty or subliminally influencing
games like Grand Theft Auto. Parents usually do not condone
the use of violent games, especially if they are not educational.
Lego boost offers an AI experience while allowing children to
learn its features and abilities.
Positioning Statement
LEGO lift is an electronic gadget manufactured for children
aged 7 and above. The machine is built with supercharged and
coding capabilities where children can add movements, sounds
and other customizations on the device. For a kid to be able to
customize the sounds and movement skills of LEGO BOOST, an
easy-to-use App is used, based on the coding environment.
Move Hug powers this child-play machine. It has helped in
making the device have a stud-covered brick with built-in which
has a built-in sensor that enables tilting, motors, together with
sensors that combine color with distance detection. It also
includes a set of building instructions in five different models
which are Frankie the Cat, the Guitar 4000, Vernie the Robot,
the Autobuilder, and the Multi-Tool Rover 4 (M.T.R.4). This set
of LEGO BOOT allows for a child to have a platform where
they can engage in basic coding and building, to enhance their
skills for future use, creativity, and personalizing their areas of
interest (LEGO® BOOST, 2017).
As explained by LEGO Group head Simon Kent, their main
ambition is to bring the dreams of children concerning LEGO
creations to reality as they know how much hungry kids are
when it comes to LEGO creation. He went further to explain
that LEGO BOOST is aimed at making a child’s play experience
limitless. More importantly, adding coding opportunity makes
the product be how and where they wanted it to be.
As mentioned above, LEFO BOOST has been developed for
children of 7 years old and above—the target market. These are
the kids whose brains will be prepared enough to be able to

7. operate the devices. Also, children at this age are fond of
playing, and they are very much enthusiastic about learning new
things. Also, at this age children usually have memory retention
of the things they learn, and thus, the coding and building
knowledge they acquire at this age will help them in future as
they enhance their knowledge in these fields.
LEGO BOOST comes along with a free downloadable app has
guidance in it, it also contains instructions about simple coding
and building, and also commands for use by children to
customize the five LEGO creations, each at its own time. The
LEGO creations, especially for construction, are designed in a
way that they are easy to understand, in a horizontal layer. To
make the experience more customized according to a child’s
preference, LEGO BOOST allows for children to customize the
devices’ movements, record voices to their creations, and
adding other personalities without requiring for them to type
and spell words, which would be tiresome. Using the same App,
a child can engage in more than 60 activities that can enable
them to add other building and coding, as well as play designs.
These are the features that make LEGO BOOST unique and
outstanding while compared to other child-play products
developed by other companies
.
Conclusion
Several things make LEGO outstanding among its competitors.
One of them is specialization. LEGO BOOST gives a good
illustration of what LEGO specializes with. The company is
aimed at satisfying children’s passion for steady play. Also, it
looks into ensuring that the plays are not just small ones, but
they develop children’s thinking, they are educational. As a
result of specialization, the company can build unique products
that are positioned and also branded as quality products.
Reference(s)
Kell, J. (2016, March 1). Lego says 2015 was its 'best year ever'
after huge sales jump. Retrieved from Fortune:

8. http://fortune.com/2016/03/01/lego-sales-toys-2015/
Rosenberg, J. (2014, December 16). LEGO toy bricks first
introduced. Retrieved from Thoughtco:
https://www.thoughtco.com/lego-toy-bricks-first-introduced-
1779349
Kickstarter. (n.d.). Connect. Code. Create. With SBrick Plus.
Retrieved from Kickstarter:
https://www.kickstarter.com/projects/sbrick/connect-code-
create-with-sbrick-plus
Meccano. (n.d.). The History of Meccano. Retrieved from
Meccano Engineering and Robotics:
http://www.meccano.com/about
TAKAHASHI, D. (2017, Feb 17). Tenka Labs unveils Circuit
Cubes to take LEGO-like building blocks into electronic age.
Retrieved from venturebeat.com:
http://venturebeat.com/2017/03/19/how-parkopedia-became-a-
parking-data-powerhouse/
LEGO® BOOST Building and Coding Set Unveiled at CES
Empowers Children to Bring Their LEGO Creations to Life.
(2017, January 04). Retrieved March 20, 2017, from
https://www.lego.com/en-us/aboutus/news-
room/2017/january/lego-boost
Feedback Dan Rudick
Content and Development
7.0 Points
Points Earned
6.3

9. See comments above.
Organization and Readability
1.5 Points
Points Earned
1.3
See two sentences comment above.

10. Mechanics and Style
1.5 Points
Points Earned
1.5
Total
10 Points
Points Earned
9.1
�Why is that a weakness?
�What about the instruction “Complete the following
assignment using the "Strategy and Positioning Analysis"
template”??

11. �Good but a written, one paragraph, positioning statement is
missing….
Week 5 Teacher Interview/Observation
REQUIREMENTS- Written in Professional Manner.
Use references/sources to support your assertions.
Criteria
Pts. Possible
Earned
Site Information- teacher’s name, grade level, location, type of
classroom.
Summary of the teacher’s responses to questions.
Not completed
Partially answered and described but easily followed.
Areas are identified, described.
2
Explanation of the importance of using developmental theory in
the classroom.
Not answered
Partially answered and described, with some defense.
Areas are identified, described and defended.
2
Reflection of interview

12. Not answered
Partially answered and described, with some defense.
Areas are identified, described and defended.
1
Post, along with your paper, a summary or graphic
representation of an item from your observation and interview
that you might use to support development in one of the
domains. This could be a lesson plan, a classroom management
idea, a poster, a bulletin board idea, or any other item that you
might incorporate.
· How did the teacher incorporate this into the classroom?
· How might you incorporate this into your classroom?
· What theory is this item based on?
· How does this support development
Not provided
Provided but didn’t provide a substantive summary of all 4 ?s
Areas are identified, described and defended
2
Grammar and mechanics, spelling, and APA
4-5 errors
2-3 errors
0-1 errors
3
Total Points /10