乐高论文.doc

Preface Thanks for you to read our paper. The members of this paper group are juniors who are studying in Jilin Copenhagen Business Joint Program, College of Humanities Sciences of Northeast Normal University. This is our third semester project work. It also the first paper we write. The aim of writing this paper is to finish our project work of this semester. At the same time we can have some experiences in paper writing and know more information about one company. Our paper is mainly prepared for our counselor and the people who want to know more about Lego, and the Denmark teachers and our classmates. In the process of writing, we discussed and discussed. After discussing the paper’s logic and structure, we took charge of different parts. And we almost devoted ourselves into collecting information and writing every day. At last, we want to thanks for our counselor, Zhou Fanyu. We also thanks for Lego and others offer information to support us. We can’t finish successfully without their help.  Executive summary The paper’s target company is Lego, which is one of the top ten manufacturers on toy market in the world. Lego develops its business in Europe mainly and Lego begins to expand its market in Asia gradually, especially in China. And also, Lego sales volume increased nearly 50% on Chinese market in 2012. The main issue of this paper is to solve the problem how can Lego develop its market if Lego open a retail shop in Siping? The sub-question is that How can Lego’s retail shop become a stronger competitor in Siping? To solve these problems, in this paper we used some theories and models. The SWOT analysis is used to analyze Legos strengths, weaknesses, opportunities and Threats. Combining with internal and external environments analysis, we can get some detail information about problem that Lego’s retail shop will face on Siping market. When we analyzed competitive environment of Lego’s retail shop enters Siping market, we us