Lego case

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Lego case

Project 1: LEGO
Codename: Childhood
Gina, Ines, Raul, & Katja

Agenda
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Lego in a nutshell
Evolution & devellopment
Marketing
Logistics
Glob Communication
Economics
Organization
Bussines law
Challenges & future

LEGO in a nutshell
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Family owned company, founded by Ole Kirk
Christiansen in 1932, Billund.

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The name LEGO: “leg godt”, meaning “play well”. }

The world’s largest toy manufacturers.

Development 2000-2013
Income 20002013 (mDKK)

2000 2001 2002 2003 2004 2005 2006 2007
-831

433

429

-935 -1931

505

129 1026

2008

2009

2010

2011

2012

2013

1352

2204

3718

4160

5613

6119

income 2000-2013
7000

6000

5000

4000

3000

2000

1000

0
2000
-1000

-2000

-3000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

Marketing

SWOT
Strengths
· monopoly in toy manufacturing market
· brand recognition

Weaknesses
· little cross-category penetration · licensing relationship

Opportunities
· growth in Asia Pacific
· multimedia strategy

Threats
· competitions
· age compression

Porters 5 forces
New
entrants: tv, video games, toys,...

Suppliers plastic (controlled by oil )

Hasbro,
Mattel,
Mega
Brands

Subsitiutes
K'nex, video games,… Customers:
Local
retailers, logo shops

Boston Matrix

Logistics

Kraljic matrix àLeverage
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Plastic
Machinery
LEGO Workers
Mechanics
Lego Calendars/notebooks
Offline LEGO games programmers/designers

Kraljic matrix à Routine
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Factory Facilities
Office Facilities
Labels
Boxes/Packs
Cleaning staff
Products
Advertising magazines
LEGO Universe host/servers

Kraljic matrix à Bottleneck
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Big LEGO bricks in LEGO Lands
LEGO themed toys in LEGO Lands
Production Licenses

Kraljic matrix à Strategic
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