If a customer is angry at the company and threatens to never purchase a product, how does losing a customer affect Lego's profitability? Essentially nothing. They would lose a powerless customer. Now, if half of the customers complained that they wanted to change something, the potential profit would be enormous. In this scenario buyers have a lot of power. Lego would like to keep the larger group happy. If customers go to a different company, Lego may run into problems. However, if one or two customers leave it is not a problem because they do not have a high purchasing power. Lego has the opportunity to expand into different product lines. Design is their strength and with creativity and innovation. By communicating with its customers and getting their input on different ideals, the company has the opportunity to grow even more. The same can be said with suppliers. They have the potential to grow properly with suppliers