4. describe shift in media from selling
small number of “hit” items in large volumes
to large number of niche items in small
quantities
Monday, July 29, 13
5. describe shift in media from selling
small number of “hit” items in large volumes
to large number of niche items in small
quantities
Monday, July 29, 13
6. describe shift in media from selling
small number of “hit” items in large volumes
to large number of niche items in small
quantities
Monday, July 29, 13
29. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
Monday, July 29, 13
30. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
custom
design kitsLEGO Factory
substantially expands
the scope of the off-
the-shelf kit offering
by giving LEGO fans
the tools to build,
showcase, and sell
their own custom-
designed kits
Monday, July 29, 13
31. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
LEGO Factorycustom
design kitsLEGO Factory
substantially expands
the scope of the off-
the-shelf kit offering
by giving LEGO fans
the tools to build,
showcase, and sell
their own custom-
designed kits
Monday, July 29, 13
32. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
LEGO Factorycustom
design kitsLEGO Factory
substantially expands
the scope of the off-
the-shelf kit offering
by giving LEGO fans
the tools to build,
showcase, and sell
their own custom-
designed kits Internet
Monday, July 29, 13
33. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
LEGO Factorycustom
design kitsLEGO Factory
substantially expands
the scope of the off-
the-shelf kit offering
by giving LEGO fans
the tools to build,
showcase, and sell
their own custom-
designed kits
LEGO Factory aims to generate
small revenues from a large
number of customer-designed
items. This represent a valuable
addition to traditional high-volume
retail revenues
Internet
Monday, July 29, 13
34. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
LEGO Factorycustom
design kitsLEGO Factory
substantially expands
the scope of the off-
the-shelf kit offering
by giving LEGO fans
the tools to build,
showcase, and sell
their own custom-
designed kits
LEGO Factory aims to generate
small revenues from a large
number of customer-designed
items. This represent a valuable
addition to traditional high-volume
retail revenues
Internet
Customers who
build new LEGO
designs and post
them online become
key partners
generating content
and value
Customers who
build new
LEGO designs
Monday, July 29, 13
35. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
LEGO Factorycustom
design kitsLEGO Factory
substantially expands
the scope of the off-
the-shelf kit offering
by giving LEGO fans
the tools to build,
showcase, and sell
their own custom-
designed kits
LEGO Factory aims to generate
small revenues from a large
number of customer-designed
items. This represent a valuable
addition to traditional high-volume
retail revenues
Internet
LEGO has to provide
and manage the
platform and logistics
that allow packaging
and delivery of
custom-made sets
Customers who
build new LEGO
designs and post
them online become
key partners
generating content
and value
Customers who
build new
LEGO designs
Monday, July 29, 13
36. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
LEGO Factory
Lego has not yet fully
adapted its resources
and activities, which
are optimized primarily
for the mass market
custom
design kitsLEGO Factory
substantially expands
the scope of the off-
the-shelf kit offering
by giving LEGO fans
the tools to build,
showcase, and sell
their own custom-
designed kits
LEGO Factory aims to generate
small revenues from a large
number of customer-designed
items. This represent a valuable
addition to traditional high-volume
retail revenues
Internet
LEGO has to provide
and manage the
platform and logistics
that allow packaging
and delivery of
custom-made sets
Customers who
build new LEGO
designs and post
them online become
key partners
generating content
and value
Customers who
build new
LEGO designs
Monday, July 29, 13
37. kp kA vp cr
chkr
c$ R$
cs
Lego-Users
LEGO Factory
Lego has not yet fully
adapted its resources
and activities, which
are optimized primarily
for the mass market
Lego Factory leverages
production and
logistics cost already
incurred by its
traditional retail model
custom
design kitsLEGO Factory
substantially expands
the scope of the off-
the-shelf kit offering
by giving LEGO fans
the tools to build,
showcase, and sell
their own custom-
designed kits
LEGO Factory aims to generate
small revenues from a large
number of customer-designed
items. This represent a valuable
addition to traditional high-volume
retail revenues
Internet
LEGO has to provide
and manage the
platform and logistics
that allow packaging
and delivery of
custom-made sets
Customers who
build new LEGO
designs and post
them online become
key partners
generating content
and value
Customers who
build new
LEGO designs
Monday, July 29, 13
