1. Threat- New Universal Studio was established in Japan in August 2014. It has the all-new attraction about Harry Portter, which the Universal Studios in other countries do not have.
Rationale- The new Universal Studio in Japan is the exact new theme park. It will threaten either LEGOland or relative products for LEGO. However, LEGO Movie 2 will screen before 2017. It could be a good chance to add a new attraction in LEGOland for competing the new theme park.
2. Threat- The technology of electronic device rapidly improves and has changed people’s behaviors of society. For example, most people have a panel or smartphone in the current society.
Rationale- LEGO has launched the video games for several years already but it only has one game in IOS and Android system. If LEGO does not start earlier to adapt the market of application of electronic device, it will loose the chance to compete with other competitors.
3. Threat- China government has been executing the “ one child policy” for several years. It means in the no long future. Chinese’s popularity will obviously decrease. It will make the fee of labors and workers highly increase.
Rationale- LEGO moved the factories to China due to it has a cheap workers and labors. However, the “one child policy” will strongly affect the numbers of labors in the future. It becomes a potential problem for LEGO.
4.Threat- In these two years, it has happened over five times airplane accidents. The security problem of airline makes the interest of travelers reduce. It directly affects the sale of LEGOland.
Rationale- The customers will decrease due to many aircrafts’ accidents in recent year. LEGO may have another strategy to face this…