Csr Lego

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CSR & Sustainability Case Study
The LEGO Group

CSR & Sustainability Case Study
The LEGO Group

Introduction
The LEGO Group is a privately held company based in Billund, Denmark. It was founded in 1932 by Ole Kirk Kristiansen, initially a small carpenter’s workshop (Lego Group, 2011). It has since grown into a modern, global enterprise that is now, in terms of sales, the world’s fourth-largest manufacturer of toys (Keynote, 2010). The LEGO Groups core product is a line of plastic, interconnecting building bricks, predominantly targeted at children aged 3-14 years, sold in over 130 Countries (Encyclopaedia of Consumer Brands, 1994). The LEGO Group operate globally in the Toys & Games sector, with the UK market valued at
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Through involvement in philanthropic activities it will attribute positively to the company’s image and regard amongst varied publics, it will also have increased respect within the community and a stronger desired brand position (Kotler and Lee, 2005:147). Using Asda to distribute the product, the LEGO Group will be communicating to a large and diverse demographic, this establishing relationships outside their normal target audience, thus leading to “national attention and goodwill for the brand” (Kotler and Lee, 2005:152). According to Peattie (1992) organisations can create competitive advantage by going green. However the LEGO Group do not market their green credentials. On product packaging there is no evidence of any CSR through the use of Eco labelling schemes or stating what recycled materials it is made from( See appendix 4). This could be a key area to communicate, as consumers are now changing their spending habits, feeling they have an active part in solving environmental problems by recycling and choosing eco-friendly products (Rokka & Uusitalo, 2008).It has been highlighted in their CSR Report that they plan to use only FSC certified fibres within packaging, if this is fulfilled it will then allow the usage of the FSC logo on packaging, being a third party assessment it has greater credibility within the consumers mind (D’Souza, 2004)
Stakeholder Messaging
“Stakeholders are those groups or individuals with whom and organisation interacts or has
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