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An Examination of Pricing Strategy: the Lego Group, Ltd

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An Examination of Pricing Strategy: the Lego Group, Ltd
|Running Header: Pricing Strategy |
|An Examination of Pricing Strategy |
|The LEGOTM Group, Ltd |
| |
|Jay R. Johnson |
|4/1/2012 |

American Military University

|We will examine the market structures of Monopoly, Monopolistic Competition, Oligopoly, and Perfect Competition and there subsequent pricing |
|strategies. Using this information we will examine in brief The LEGO Group as a Monopoly and now competing with Monopolistic Competition |
|tendencies. |

Legos have been sent into the edges of space aboard a weather balloon, two teens from Toronto, Canada on 25 January 2012, and been assembled on the International Space station by a Japanese Astronaut on 24 February 2012, gaining huge attention for the eighty year old toy maker. In this paper we will discuss the four common types of market structure: Monopoly, Oligopoly, Monopolistic Competition, and Perfect Competition and the different pricing strategies available to each of them. In the case study we will examine the monopolistic competitive market of interlocking brick children’s construction toys, and how The LEGOTM Group has competed with


Bibliography: Oligopoly market Structure. (2007-2012). Retrieved from BasicEconomics.info: http://www.basiceconomics.info/oligopoly-market-structure.php Merriam-Webster Dictionary larrymarak. (2008, October 12). The Bloks Forum. Retrieved from Bloks.Hyperboards.com: http://bloks.hyperboards.com/index.php?action=view_topic&topic_id=1338 Marks, S Mortensen, T. F. (2012, January 9). About Us, Lego History Timeline. Retrieved from LEGO.com: http://aboutus.lego.com/en-us/lego-group/the_lego_history/ Olson, R Stigler, G. J. (1988). Monopoly. Retrieved from The Concise Encyclopedia of Economics: http://www.econlib.org/library/Enc/Monopoly.html unknown White, M. (2008, August 18). Strategies in Oligopoly Markets. Retrieved from University of Pennsylvania, Wharton School of Business MGEC 621: http://bpp.wharton.upenn.edu/mawhite/MGEC621/Session%20Note%2003%20-%20Oligopoly%20Strategies%20I.pdf Whitman, G [2] Stigler, George J., 1988, Monopoly, The Concise Encyclopedia of Economics,2nd Ed. Retrieved from http://www.econlib.org/library/Enc/Monopoly.html [3] Oligopoly Market Structure, BasicEconomics.info, 2007-2012 [4] Olson, Reid Neil, Monopoly and Perfect Competition, 2000. Retrieved from http://courses.missouristate.edu/ReedOlsen/courses/eco165/Notes/pc-m.pdf [5] ibid [6] Monopolistic Competition, BasicEconomics.info, 2007-2012. Retrieved from http://www.basiceconomics.info/monopolistic-competition.php [7] Whitman, G., Price Theory (Perfect Competition), 2005 [10] LEGO History retrieved from http://aboutus.lego.com/en-us/lego-group/the_lego_history/ [11] Larrymarak, The Clone Ranger, Posted Oct 12th, 2008 at 09:38pm, Retrieved from http://bloks.hyperboards.com/index.php?action=view_topic&topic_id=1338
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