Lego Group

Only available on StudyMode
  • Topic: Lego, Lego Group, Billund, Denmark
  • Pages : 9 (915 words )
  • Download(s) : 218
  • Published : May 31, 2012
Open Document
Text Preview
USER INNOVATION CLASS

LEGO Case Study

Simone Grancini Giovanni Giuseppe Savini
HS 2010

User Innovation

1

AGENDA
  The Company, analysis   History   Today   Tomorrow   Collaborative Innovation  Theory, evolution  Tools   Lego User Innovation Strategy   Lego Board Games   Lego “Design By Me”   Costs and Benefits   Q&A HS 2010

User Innovation

2

LOGIC BEHIND ANALYSIS
  History presentation structure:
Focus on main learning points under:

Product Development perspective

Growth perspective

HS 2010

User Innovation

3

HISTORY (1/3)

PDT DEVELOPMENT PERSPECTIVE

  Founded in in 1932 by Ole Kirk Kristiansen and it is based in Billund, Denmark •  1935: The LEGO Duck •  1936:Numskull Jack on the goat •  1946: Wooden bricks with decorations •  1947: Plastic ball for infants •  1948: A game of Tiddlywinks •  1949: The LEGO Automatic Binding Brick with four and eight studs. •  1951: The plastic tractor (Ferguson) •  […] •  1958: the Lego brick •  […]

In the initial phase the focus of the company was on traditional toys

A new product is introduced into the market every 4/5 years

First Lego brick

t
HS 2010

User Innovation

4

HISTORY (2/3)
•  1964: Lego model cars •  1966: Lego train •  1967: DUPLO® brick •  […] •  1976: Harley Davidson motorcycle •  1983: figures with movable arms and legs •  1994: Lego pirates line •  2000: Lego studio •  […]

PDT DEVELOPMENT PERSPECTIVE

Focus on transports means models Innovation on Lego brick

New focuses of company

t
HS 2010

User Innovation

5

LOGIC BEHIND ANALYSIS
  History presentation structure:
Focus on main learning points under:

Product Development perspective

Growth perspective

HS 2010

User Innovation

6

HISTORY (3/3)

GROWTH PERSPECTIVE

(Number of Employees) Avg = +41 employees/year Avg = +2098 employees/year

HS 2010

User Innovation

7

TODAY’S FACTS
  The growth signalized by the number of employees is also reflected in the financial facts

TOMORROW (1/3)
Focus on growth 1.  Increase market share in USA
•  USA is the world’s largest market for toys •  Lego market share = 5% •  LEGO Group believes this share can be further increased in the coming years

HS 2010

User Innovation

8

TOMORROW (2/3)
2.  Increase market share in eastern Europe
•  Promising market (The toy market in Eastern Europe is experiencing rapid growth) •  LEGO Group aims to continue to expand its strong position on these markets

3.  Invest in emerging markets
•  China, Mexico, Brazil and India markets are expected to see strong growth in the future •  LEGO Group plans to invest in developing them

“current product in new market …”

HS 2010

User Innovation

9

TOMORROW (3/3)
4.  Develop innovative new products
“In addition to ongoing product development based on the existing core portfolio, the LEGO Group will develop innovative new products which are ideally suited as Lego products, yet never seen before.”

“... and new product in current market” 5.  Expand "direct to costumer activities“ “The LEGO Group currently has direct contact to consumers through its own sales channels, clubs, collaboration programs, etc. The aim is to get even closer to consumers through greater contact and by expanding offers available direct to consumers.”

“customer orientation”
HS 2010

User Innovation

10

THEORY, EVOLUTION
At first marketing was just IMPLEMENTING the 4 P’s

Then it became building a relationship, INTERACTING

Nowadays Companies are COLLABORATING with the users that is providing his knowledge to participate in the value chain!

USER EMPOWERMENT

USER INVOLVEMENT

HS 2010

User Innovation

11

THE TOOLS
  New opportunities emerged and some tools are now used by innovative Companies:

INDIVIDUAL

MASS CUSTOMIZATION

OPEN SOURCE

User Participation

COLLECTIVE

TOOLKITS FOR PRODUCT DESIGN
+

TOOLKITS FOR...
tracking img