What impact has CSR on LEGO company?
Along with looking at Lego’s CSR policies and work online, I also surveyed to see how much of an impact the CSR policies are having on Lego. One result showed that 9/10 people are more likely to buy from a company who have CSR policies in place. This shows us that by having CSR policies in place, in general companies will benefit from consumers choosing them over competitors. This shows us that no matter how minor or major a companies CSR policies are, consumers are still encouraged to use them over others, and therefore the company is always going to gain a competitive edge. So if we apply this to Lego, we can predict that they will gain a significant competitive edge from having multiple in-depth policies in place. Another result showed that only 30% of consumers are aware of Legos CSR policies. This is not the best thing as how are you suppose to gain a competitive edge from CSR policies if consumers aren’t aware of those policies. Therefore from these results, I can conclude that Lego hasn’t gained as big an edge as possible due to not many consumers being aware of Lego’s CSR. So, therefore, Lego should invest more in Promoting and making consumers aware of these policies to maximise their competitive edge. Another question that showed interesting results was the ‘is Lego your main toy brand’ question. This showed that 50% of the people I questioned said it was their main brand. From these results, I can tell that Lego is the market leader and is the leader by miles. However, Lego could further their distance by promoting their CSR more as I said in the previous point. This would help increase their share. The final question that showed promising results was the ‘ do you think CSR policies are becoming a lot more important for consumers’ question. This showed that 60% of the questioned people believe that it is becoming more important. This shows us that Lego is doing the right thing by having multiple CSR policies in place however if they wish to gain an even bigger edge they should constantly add more policies or improve already existing policies.