Lego is one of the most recognizable companies across the world. The Lego Group was founded in 1932 by Ole Kirk Kristiansen and has since been passed down from generation to generation, currently owned by Kjeld Kirk Kristiansen. The Lego Group has headquarters in Billund, Denmark and main offices in USA, UK, China, and Singapore. The Lego name originated from the abbreviation of two Danish words “leg godt” meaning “play well”. The present-day Lego brick was launched in 1958 with the interlocking
Introduction LEGO has been in the toy industry since the Great Depression when Danish carpenter Ole Kirk Kristiansen and his sons began making wooden toys (Bigus, 2011). Showing ingenuitive spirit, after the end of World War II, LEGO became the first company in Denmark to purchase a plastic injection molding machine, this was an expensive moving hinging on the risk that plastic toys were the toy of the future (Bigus, 2011). Soon after the purchase, LEGO expanded its business to include the first
Michael Stelmach Case Study 1 - Lego Professor Kannenberg February 2, 2017 The LEGO Company was founded in 1932 by Ole Kirk Kristiansen and is the leading play material toy manufacturer in the world among all other toy manufacturers. Their success is based off of the development and innovations of learning and building through play. LEGO values imagination, creativity, fun, learning, caring, and quality with the spirit that only the best is good enough. They hold four promises to their customers
their gender construction just the same. Legos for example created in 1932 by Ole Kirk Christiansen, most popular for boys, have always been portrayed as neutrally gendered toys. Legos has been creating gendered themed sets for boys and girls, but their main consumers have been boys. Parents have been buying plastic pieces and sets for boys, themed to build an aggressive war zone, skyscraper, cars, and airplanes. Encouraging the boys to play with Legos toys, Lego has created thousands of sets for boys
The Lego Group: Building Strategy Problem Statement: The Lego Group has been making toys successfully for 80 years and has grown to having close to 3.16 B USD in sales for the 2010 year. They specialize in toy building sets, a sector of the market that has seen 13% growth in 2010 and is forecasted to grow further. However, the Lego Group is at a cross-road in their business plan and requires a strategic plan going forward. Currently, the company needs to look at its existing partnerships
Executive Summary Since LEGO Group’s (LEGO) inception in 1932, the world-famous toy maker overcame numerous challenging obstacles to become the leader in the building toy segment. By 2010, LEGO had witnessed all-time high annual sales of over US$3.7 billion to become the fourth-largest toy manufacturer in the world. Upon analysis of LEGO’s strengths through Resource-Based View, LEGO holds few key competitive advantages attributed to their success: strong brand name and innovative culture. These traits
Study LEGO: Back to Bricks LEGO, as we know, is everywhere today. Not only in their classic, cuboid shapes, but also in video games, on the movie screen, on clothes, and in the formation of theme parks populating the globe. Within a world that is increasingly being surrounded by colorful, snappable bricks, it is hard to describe LEGO as anything other than a major success story. However, the brick road has not always been yellow for the Danish firm. Up against the volatile toy industry, LEGO has had
20101233 20054057 Assignment Title : The LEGO Group: working with strategy. Date : 03 March 2012 Programme : BTECH-MANAGEMENT IV Question 1 Explain how the development of strategy at the LEGO Group reflect the key characteristics of strategic management outlined in section 1.2 and in the model in Figure 1.4? “Strategy is the long-term direction of an organization” (Johnson, Whittington and Scholes, 2011, p.3). The LEGO Group started with the manufacture of stepladders,
The Lego Case Study In 2014, LEGO announced record results. In the financial year 2013, the company revenues had increased by 10% to 25.4 billion DKK (Annual Report). Profits before tax were 8.2 billion DKK representing a net income of 24% while operating margins were at a staggering 32.8% (Annual Report). However, the company’s future had not always looked so promising. When Jorgen Vig Knudstrop stepped in as CEO in 2003, he described the then financial state of the company as a “burning platform”
HBS’s The Lego Group: Publish or Protect? Innovation and Intellectual Property Project 10.12.2014 Lego Group is the worlds’ fourth largest toy manufacturer. Their core product is a construction play design which allows for bricks to interlock together to design pre-designed or unique creations. In terms of volume and precision, the company relays on their core competence of “high volume precision molding” and has developed further strategies and technologies to ensure their