ABSTRACT
The common way of approaching business is product-based. This starts with the product/service definition to subsequently build a company definition around it. This offer-focused perspective is risky and potentially not very profitable, given its natural drift toward a so-called red ocean: a competitive scenario based on conventional wisdom, small margins and cost optimization. Customers develop insights and purchasing attitudes as a result of the assessment of different value propositions, influenced by diverse agents and other competitive criteria. This complex environment is called business. The profitability metrics of the profit and loss account, combined with a sustained measurement and control of other market and operating key performance indicators (KPIs), should be considered as feedback and a link between the external and internal analysis. Knudstorp, despite the pressures and the critical situation reflected by the P&L account, and coherently with the outcomes of the analysis, considered that the LEGOLAND parks stood as a key vehicle to deliver the Lego experience.
