ilosophy and represent a strength for the company. However, the E-commerce site must handle sales in a way that supports the firms’ philosophy; such as quality service, creativity, and the belief that “children are the vital concern.” The LEGO MINDSTORMS product line already meets the standards; however, the website and the entire process including marketing to order fulfillment must be carried out in the traditional Lego philosophy. Throwing away the ideas, the philosophies and the definition of the Lego company which has in the past proven very successful for the company in any Lego E-Commerce website or operation is a mistake. This strength separates Lego from the other 2 billion sites on the web that could sell blocks of some type of Lego’s own products.Lego has a global supply chain already in place and includes processes of planning, production, distributing and logistics. The E-Commerce project will impact distributing and logistics because of the differences in delivering to consumers versus delivering to retailers and other distributors. Delivering the product on time and correctly is a main priority of the E-Commerce site and can prove to be a strength or a weakness. Currently Lego, Inc. has companies and offices in 30 countries and covers 6 continents providing a great deal of resources needed for both the selling to consumers and perhaps some of the infrastructure existing can support the Lego Mind storm’s e-commerce sites.Many issues arise from Lego’s target market being largely children. The first problem is moving from a child wishing to buy a Lego product to a parent paying for the product. Many ethical and legal issues must be addressed when marketing to children. One possible way of dealing with these sensitive issues is to allow parents to customize the web site and pre pay purchases using gift cards. Two advantages result from this strategy; the first is giving parents c...
