Case Study: LEGO's Adaptation to Children's Environmental Demands

This case study examines LEGO's response to environmental concerns raised by children regarding the use of plastic bags. It highlights LEGO's commitment to sustainability by transitioning to recyclable paper bags and investing in educational programs. The analysis covers the importance of customer feedback in a competitive market and how LEGO aims to enhance its reputation and attract customers through eco-friendly practices. The case study discusses LEGO's positive reaction to children's concerns, emphasizing the significance of implementing changes based on customer input to achieve loyalty and maintain a competitive edge. The company's smart objectives include obtaining an environmental packing system by 2025 by using bio bricks and expanding its market share through the use of eco-friendly materials.

LEGO CASE

TABLE OF CONTENTS
Summary of case.....................................................................................................................................3
Lego reaction for making change............................................................................................................3
Importance of implementing change requested by children....................................................................4
REFERENCES............................................................................................................................................5
Lego to ditch plastic bags after children call for change. 2021. [Online]. Available through: <
https://www.bbc.com/news/business-54169686>........................................................................................5

Summary of case
From the case study it can be summarized that Lego is one of the famous company of
toys selling. Its products are widely used by family in order to keep themselves busy It has good
historical background that helped Organization to sustain and till it is appreciating approaches
that can improve business situation. The case is related to issue raised by children regarding use
of plastic bags. Children focus on promoting environmental practices by replacing usage of
plastic into paper bags (Lego to ditch plastic bags after children call for change. 2021). The aim
of this is to make eco friendly practices for having better future.
Lego accepts the issue rose by children and gave emphasis on evolving the factors
resulting in creating disputes. In case company has given assurance that it will change its strategy
by introducing recyclable paper bags. The smart objective of Lego has been shown in case
regarding obtaining environmental packing system by 2025 by using bio bricks. This is creating
sustainable growth opportunities as it is set to open 120 stores for increasing revenue. In addition
to this, Lego will invest into educational programs for making business practices more stable.
Company target to cover bigger market share by enhancing utilization of eco friendly material
for production.
Lego reaction for making change
It is responding positively to make customers feel valuable for achieving loyalty a
stability. In addition to this, targeted segment of toy company is children who have pointed the
issue in case. The problem identified by children is related to carry bags which are made of
plastics. Kids are expecting firm to utilize recyclable material for making environment more
sustainable. Lego has accepted that plastic is environment harming challenge and give positive
reaction to letter sent by children. It has also motivated kids to evolve some new innovative ideas
for deriving eco friendly practices.
It has altered its approach with alternative materials by launching certified option of
using paper which can be recycled. Company has also stated to contribute in educational plans
for encouraging and getting attention of customers towards its toys products. Lego ahs provided
trust to firm that these objectives will be fulfilled in 2025.

Importance of implementing change requested by children
In competitive business environment it has become essential for organization to take
feedback from customers regarding their satisfaction level. The prevailing competition in retail
industry has enabled customer to switch easily towards substitutes products (Sichol, 2019). In
addition to this, rivals have as well increased in adverse manner which highly impact company’s
profitability and stability. It has become crucial for company to accept the problem existing in
market for gaining loyalty, engagement and commitment, etc.
The objective of business is to retain existing customers for longer time and attract
potential buyers to attain economic scale. For maintaining good reputation among stakeholders
for accomplishing desirable outcomes in order to derive competitive advantages. In order to grab
opportunities for expanding business structure through getting attention of clients by making
trustworthiness environment (Wells, 2017). Lego wants to embrace the improvement in existing
business policies for influencing children in positive manner by showing significance of eco
friendly practices. Non adherence can lead to under developed scenario as compared to
competitors. For all this purpose, Lego implements change in its present working criteria for
achieving all mentioned factors.

REFERENCES
Books and Journals
Sichol, L. B., 2019. From an Idea to Lego: The Building Bricks Behind the World's Largest Toy
Company. Houghton Mifflin Harcourt.
Wells, B., 2017. Generating New Value with Consumers: A Multipie-case Study of Co-creation
in The LEGO Group and Starbucks Corporation. Projet. 2017. p.2549.
Online
Lego to ditch plastic bags after children call for change. 2021. [Online]. Available through: <
https://www.bbc.com/news/business-54169686>