Lego bricks still hold special meaning to many young adults who have played with the bricks in their teenage years. I, for one, count among those young adults as I was an avid collector of Lego products myself: whenever there were new Lego products released, I used to nag my parents to buy them for me and promised to be a ‘good boy’. Thus it came quite natural to me that I wanted to investigate the Lego group – the symbol of my childhood nostalgia - as a full case study report for my Strategy for Creative Technology Business class. Established in 1932, the Lego group was the world’s leading toy manufacturer that was embodiment of dream and imagination to children. Parents too, inspired by Lego’s brand image as ‘fostering mental development and creativity for kids’, patronized their products in spite of Lego’s relatively high prices. By the turn of the millennium, however, the changes in the toy industry coupled with expiry on their license, Lego faced huge challenged, reflected in their net loss of 308 million Euros in the early 2000s. Nevertheless, Lego’s exemplarily strategic management practices under its CEO, Knudstorp brought the company back to brilliance and as of 2014, Lego thrives once again as the world’s most competitive toy company. As such as is the case, this essay shall examine Lego groups ‘from riches to rags to riches’ story with a special focus on the strategic management process.…
What are LEGO's values and corporate identity? How did these develop over time (prior to LEGO Media Int'l)?…
Childhood toys advance either social or gender constructs to propel the concept of gender identity. Lego is a perfect example of a gender-neutral toy. Lego consists of colorful interlocking plastic bricks and an accompanying array of gears, mini figures and various other parts. Lego began manufacturing interlocking toy bricks in 1949. Since then a global Lego subculture has developed, supporting movies, games, competitions, and six themed amusement parks. In 1978, Lego produced the first mini figures, which have since become a staple. Lego's popularity is demonstrated by its wide representation. It was usages in many forms of cultural works, including books, films and art work. Lego is a legendary toy brand for boys to play a creation that used bricks to create multiple art works. As of 2013, around 560 billion Lego parts had been produced. It connected in many ways, to construct such objects as buildings. Anything constructed can then be taken apart again, and the pieces used to make other objects. However, this stance has since softened. At this period of time that toy brands are everywhere to attract kids towards their product. Toys are like technologies clothes for kids. Both genders can play Lego most of the time but they created more things for little girls to play. It is trained all the kids to be smart by ready instructions or even how to think things binds together. It is known as one of the best toys for both genders of that era. In fact, Lego is a brand that was really creative that can apply for kids while they are growing, things are just get more improve and better over time. Lego had really brilliant idea about made a place call Lego Land for all ages. Lego allowed children of both genders to express themselves.…
Using the Resource-Based View Analysis, one tangible resource would be the large number of newer and more elaborated products produced by LEGO. Despite LEGO’s cost-saving restructuring, there is still a huge selection of LEGO brick colours and shapes made available to consumers. LEGO also has special machines that make only specific LEGO bricks that could help them reduce the amount of time and cost and increase their production capacity. Such raw materials and special equipment could help LEGO in providing and catering to the vast needs of consumers.…
How could such a seemingly successful toymaker suffer severe financial difficulties and almost stand at the brink of bankruptcy? One prominent problem behind its crisis is Lego’s over-diversification and over-expansion in its product portfolio and ignorance of its core business. In the first part, the report aims to analyse its over-expansion problem from strategy, marketing and management perspectives respectively, and then it provides the Lego Group the ‘focus on the core’ solution, based on related management and marketing theories.…
In 2004, after a huge amount of cash loss, LEGO appointed a new president and…
Lego Mindstorms The non-commercial website Lego.com has been an enormous success providing Lego with a strong presence on the Internet. However, implementing a website capable of handling sales transactions requires a great deal more than a non-commercial site. The firm has implemented an ERP system which may provide some technical support for the website. The details of the ERP system are unknown at this time; however, the goal of implementing the system was to optimize the supply chain from production to distribution, which will be a significant opportunity for the E-Commerce project. Another important consideration is incorporating the ERP system into the E-Commerce transactions so that separate systems and processes are not necessary. The Lego company enjoys worldwide brand recognition; ranking 5th in the global toy market behind such giants as Mattel Hasbro Sega and Nintendo. The Lego.Com website is among the top 10 sites for children. Both of these factors represent a significant strength for the firm over competitors. The firm has traditional sold to retailers and other middlemen and has little experience in direct consumer sales. This has been the case in the past the typical buyer of Lego’s products are not the consumers’ of the product. The firm currently generates 5 % of total sales from the catalog sales of its products. The catalog operations may provide supporting resources for direct sales logistics and experience in direct consumer sales. The firm has both financial and employee resources to support the E-Commerce implementation. Lego’s philosophy underlies all company activities and supports to a large degree their branding strategy. The Lego vision “Idea, Exuberance and Values” requires that all Lego products stimulate children’s imagination, creativity, and are high quality products. The LEGO MINDSTORMS products as all products in Lego’s offerings align with the firms overall philosophy and represent a strength for the company. However, the…
Changes in the market environment in the 90’s also spurred on strategy development at LEGO. The advent of competitors and research contrary to what LEGO was basing its strategy on up to that point proved to be a focal point for the company. Objectives were set out and adopted and the company moved on.…
China is considered to be a leading emerging market in the world of business. Because of this, China can offer a sum of opportunities, such as a promising youthful demographic and a bourgeoning middle class, who have an increasing disposable income. However, with this range of opportunities come potential threats also. These may include the problem of facing increased competition from large firms entering China or correctly understanding the Chinese culture in order to compete with local companies. Lego for instance has made extensive use of their USP which is so important to the company that their basic “plastic brick” product has remained unchanged with no need to adapt it to different markets, meaning other firms find it hard to compete against such a competitor. Following this, Lego were able to achieve an impressive 35% growth in Asia within six months in 2013, however this is largely down to the huge number of children within Asia at the present moment in time, meaning they were taking advantage of Chinas beneficial demographics, but this may well change in the future which may result in Lego seeing a decline in demand.…
Founded in 1932, the LEGO Group is a privately held company headquartered in Billund, Denmark. The vision of Lego Group is to “inspire children to explore and challenge their own creative potential”[1] Lego now ranks 4th in the world as a toy manufacturer. The Lego Group employs nearly 9,000 workers and its own product, Lego Brick can be found in over 130 countries. The financial performance of Lego declined drastically through the 1990’s and early 2000’s. In 2004, the company accumulated losses of DKK1.9 billion.[2] Therefore, Lego tried to implement some changes in order to cut the production cost and reverse the poor situation. In the last step of the process of restructuring Lego’s supply chain, the Group tried to close some of its’ own factories in Korea and Switzerland, upgrade the procurement process and outsource 80 percent of the production.…
Prior to finalizing a strategic recommendation for Knudstorp and the Lego Group, I needed to gain perspective on the industry and internal factors that have historically interfered with Lego’s business model, and thus lead them to the point of bankruptcy. In Exhibit A, I used the Porter’s five forces model to help identify and label the threats, demands, trends and opportunities of the toy industry.…
he LEGO Group, which is headquartered in Billund, Denmark, is one of the largest toy manufacturers in the world. LEGO's main products have bee~ the bricks and figures that children have played with for generations. The Danish company has experienced sustained growth since its founding in 1932, and for most of its history its major manufacturing facilities were located in Denmark. In 2003, LEGO was facing tough competition from imitators and manufacturers of electronic toys. In an effort to reduce costs, the group decided to initiate a gradual restructuring process that continues today. In 2006, the company announced that a large part of its production would be outsourced to the electronics manufacturing service company Flextronics, which has plants in Mexico, Hungary, and the Czech Republic. The decision to outsource production came as a direct consequence of an analysis of LEGO's total supply chain. 1b reduce labor costs, manually intensive processes were outsourced, keeping only the highly skilled workers in Billund. LEGO's workforce was gradually reduced from 8,300 employees in 2003 to approximately 4,200 in 2010.Additionally, production had to be relocated to places closer to its natural markets. As a consequence of all these changes, LEGO transformed itself from a manufacturing firm to a market-oriented company that is capable of reacting fast to changing global demand. LEGO's restructuring process, coupled with double-digit sales growth in the past few years, has led to the company's expansion abroad and made its workforce more international. These changes presented supply chain and human resources challenges to the company. The supply chain had to be reengineered to simplify production without reducing quality. Improved logistics planning allowed LEGO to work more closely with retailers, suppliers, and·the new outsourcing companies. At the same time, the human resources…
It all began in 1932 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 The LeGO Group in key figures . . . . . . . . . . . . . . . . . . . . . . 5 Focus on growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Idea and production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 LeGO® products for all children . . . . . . . . . . . . . . . . . . . . . . .9 The LeGO history - in short . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 The minifigure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 LeGOLAND® parks .…
Key Challenges in Maintaining a Relationship between LEGO and Flextronics Name: Shanshan Liu Andrew ID: shanshal LEGO Group is the fifth-‐largest toy-‐maker in the world with a complicated global supply chain, while Flextronics is a large Singaporean electronics manufacturing services provider. So the first challenge between these two large companies when they corporate is to achieve an agreement and maximize the common benefits of both parties. However, Lego Group needs a flexible and market-‐responsive business because of the unpredictable demand of its product, while the business model of Flextronics is more stable and predictable.…
En cuanto a la forma de distribución, Lego seguía utilizando un modelo basado en entrega personalizada del producto vía pequeños minoristas. Mientras tanto, enormes cambios ocurrían en el mundo en cuanto la forma de distribuir juguetes; básicamente debido a la aparición de gigantes retailers como Wal-Mart y Carrefour. Este modelo tradicional de entregas le había causado a Lego un mal servicio al cliente y una mala disponibilidad de los productos en las tiendas.…