乐高集团：建设战略 (LEGO Group: Building Strategy - Simplified Chinese version)

全球知名的玩具制造商乐高集团召集了一支内部管理团队，负责制定涵盖乐高不同产品线和业务运营的战略报告。近年来，玩具行业出现了许多对乐高的挑战。华特迪士尼公司收购漫威娱乐，对乐高的关键玩具授权协议产生了重大影响。同时，乐高刚刚在与主要竞争对手美佳玩具公司（即 MEGA Bloks 制造商）的一场旷日持久的法律纠纷中败诉，欧盟法院裁定取消乐高积木的商标保护。此外，全球第二大玩具制造商孩之宝正计划推出一条名为 Kre-O 的全新竞品系列。乐高管理团队亟需明确产品线和业务扩展的方向，制定出有效的竞争战略，以确保公司在建筑玩具市场持续取得财务成功并保持领先地位。

The world famous toymaker, The LEGO Group, assembled an internal management team to create a strategic report on LEGO’s different product lines and business operations. In recent years, numerous threats to LEGO had emerged in the toy industry. The acquisition of Marvel Entertainment by The Walt Disney Company created major implications for valuable toy license agreements. LEGO had also recently lost a long legal battle with major competitor MEGA Brands, makers of MEGA Bloks, with a European Union court decision that removed the LEGO brick trademark. Furthermore, the second-largest toymaker in the world, Hasbro, was preparing to launch a new rival product line called Kre-O. It was critical for the management team to identify where to expand LEGO’s product lines and business operations, in order to develop a competitive strategy to continue the organization’s recent years of financial success and dominance in the building toy market.