delivery to the consumer is the ultimate goal and if implemented correctly pays for itself. A single strategy for all products and regions is not possible. Clearly, each market in terms of location and different markets require their own strategy. The one fits all strategy will not work and ignores the cultural aspects and does not address the specific needs of the consumer. For example, a customer may be annoyed and intimated by the Lego website if the product is sold in another currency and may well find another retailer who does accommodate the local currency. Integrations efforts should initially focus on taking the order from the consumer and getting this order to the distribution center as soon as possible without requiring human intervention. The obvious benefit is fast service to the consumer that will provide the firm with another service and the cost benefits are enormous.The firm’s initial priorities should be to first set up a model in America with full the capability of parent personalization of the site and then begin to move to the other markets. After a successful strategy for the E-Commerce operations has been established the firm could begin to integrate the entire process and other business aspects (flow of information).In conclusion, the Lego’s strengths include brand awareness, significant resources that are already in place all over the world, and experience in terms of the catalog operation and the issues arising from selling to children. Weaknesses include concerns of selling to an international market (marketing, legal, language, and currency), lack of experience in the area of E-Commerce, handling the logistics of distributing and direct sales to the consumer, and as for any firm the added complexity in terms of business and technical considerations. Obvious opportunities arising from the E-Commerce operations are increased sales, new markets, integrating other areas of the business such a...
