Preview

Lego Presentation

Powerful Essays
Open Document
Open Document
3220 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Lego Presentation
Case Analysis
March 29, 2012 Presented by:

Johnny Burns – Cara Dickinson Joe Martini – Jaime Mizrahi

Executive Summary
LEGO all started in the workshop of Ole Christiansen, who was a carpenter from Billund, Denmark. He began making wooden toys in 1932 and by 1934 the company LEGO was formed. LEGO expanded to producing plastic toys in 1947. By 1949, the infamous interlocking plastic pieces were crafted. The business of LEGO was ecstatic up until the 21st century. However, with an extreme focus on the interlocking brick concept, the wave of the internet was soon to knock LEGO off their brick reliance. With a high concentration on the LEGO Brick, competition providing other entertainment needs for children from computers and video games to software and robotics, LEGO suffered a large threat to dominance among child entertainment. LEGO witnessed this and acted by introducing various products to keep up with the wave of technology. These new product lines were profitable for the company, however, the brand of LEGO suffered. Confusion among consumers on what LEGO actually was and how to differentiate among their other products was occurring rapidly at the employee and consumer level. LEGO must rebrand the entire company at the local and global level to one main concept in order to take control of their brand. The strategy to implement is known as “Beyond the Brick.” This concept is driven by four simple components: Explore, Make & Create, Stories & Action, and Next. The first step is to drive consumers to the idea of play. LEGO’s mission statement is to nurture the child in each of us and this is proven highly in the concept. Once children are in the doors and given the opportunity of playing, they then have the ability to build with LEGO bricks. This construction of bricks and opportunity to construct revitalizes the classic and neglected creative side of LEGO. After using hands on work with bricks, children are given the possibilities of being involved in

You May Also Find These Documents Helpful

  • Powerful Essays

    What are LEGO's values and corporate identity? How did these develop over time (prior to LEGO Media Int'l)?…

    • 707 Words
    • 4 Pages
    Powerful Essays
  • Satisfactory Essays

    Lego Case Study

    • 432 Words
    • 2 Pages

    Have you ever tried to “LEGO”? “LEGO” is toy of men and women of all ages in the world. I want to talk about Lego that has been tremendously successful.…

    • 432 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Mt460 Unit 6

    • 733 Words
    • 3 Pages

    Once implementation has been developed, it is now time to move on to executing. During this stage, logistics, warehouses and even shipping of the Lego’s will be finalized and executed to expand into untapped markets. Along with the execution, they must supervise every aspect to ensure that they are providing the products that the demographics who are want or looking…

    • 733 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Lego Inaccuracies

    • 716 Words
    • 3 Pages

    There are a lot of documentaries out there today that discuss some important achievements, events, people, or even disasters that have occurred in history throughout the world, but I would have never thought that there would be one that talked about one of my favorite childhood toys, LEGOs. The documentary started off giving a brief history of LEGOs and what exactly they were, but then showed how it was more than just a couple of bricks. I liked this because it showed that LEGOs have been apart of the world’s history and it even continues to help us advance our civilizations and our knowledge of the universe by influencing them to build and create new things. I think that this documentary is one of the best documentaries that I have seen. I…

    • 716 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Lego Case Analysis

    • 1542 Words
    • 6 Pages

    The LEGO Group’s vision was to “inspire children to explore and challenge their own creative potential”. Its motto, “Only the Best is Good Enough,” had stuck with company since 1932 when Ole Kirk Christiansen, a Danish carpenter, established the company in the small town of Billund in Jutland, Denmark, to manufacture his wooden toy designs. As the company itself stipulated it: “It is LEGO philosophy that “good play” enriches a child’s life — and its subsequent adulthood. With this in mind, the LEGO Group has developed and marketed a wide range of products, all founded on the same basic philosophy of learning and developing — through play.”3 With this simple idea, the company had through its history grown into becoming a major multinational corporation, and was by 2009 the world’s fifth largest manufacturer of toys in terms of sale.…

    • 1542 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    • Child searching for a gift sooner or later is going to encounter the world famous LEGO brand • Many of today’s parents, each new LEGO experience bring back memories • “I remember my brother had a biscuit tin full of red and white LEGO bricks……..”…

    • 1957 Words
    • 8 Pages
    Good Essays
  • Good Essays

    Chabon’s podcast explains the evolution of Legos over time and how it is taking away creativity from children. He first starts the podcast by explaining what Legos were during his childhood time, which were solid square and rectangular blocks offered in many colors which encouraged children to use their creativity to make whatever came to their mind. He fast-forwards to when his three-year old daughter became interested in Legos so he decides to buy her a Lego set which was quite complex and came with war painted mini figures, horses, a canoe, a rocky cliff, and much more. When he started playing with Legos in the late 1960s, it was abstraction driven but when he bought that Indian Lego set for his daughter in the late 90s, abstraction was…

    • 320 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Cross-Cultural Management

    • 989 Words
    • 4 Pages

    * In the 1970’s, GCK designed the “ten lego characteristics” which today represents the guidelines for development and policy, and has become the foundation for current company values…

    • 989 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Lego Case Analysis

    • 1440 Words
    • 6 Pages

    The idea behind LEGO was to encourage creative opportunities for children all across the world. This was done by creating a series of 28 building sets, eight vehicle sets, and decorations like trees people, and road signs. “Our idea is to create a toy that prepares the child for life, appeals to the imagination and develops the creative urge and joy of creation that are the driving force in every human being” (Daniel Lipkowitz).…

    • 1440 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Lego Case Study

    • 2927 Words
    • 12 Pages

    During last 10 years Lego managed to introduce very innovative programs and decisions that shaped organization from inside but also managed to create a brand on how increase efficiency and effectiveness in higher levels of management.…

    • 2927 Words
    • 12 Pages
    Powerful Essays
  • Good Essays

    In addition, the company had several problems as the profit is decreasing and the debt is increasing which make the company moving backwards (Johnson et al, 2014). As a result, Kjeld though his management method was not working and he decided to leave his position and pass it to someone who can save the company. In 2005, Jorgen reduced the debt, improved the profit and built up the company finance due to the company is a private company (Johnson et al, 2014). In 2006, the first theme park ‘Legoland’ located in Denmark with a clear aim of ‘inventing the future of play’. When the company had clear goal to achieve but the most difficult part is how to prove to consumer with the innovative product and hard work the company make to meet the vision. This is the key factors that can make the many recover and survive in the toys industry (Elamsy, 2014). Apart innovated the theme part, The Lego Group also reached some new customer need and decided to innovate something new for customer. The Lego Group combined the plastic Lego bricks with famous movies characters like ‘Start War’ and ‘Harry Pottery’. The innovation only some products were success and the other half of the products were fail in the toys market but the success product earned enough money to…

    • 1276 Words
    • 6 Pages
    Good Essays
  • Powerful Essays

    Lego users have a long tradition of innovation and sharing their innovations with one another — activities that the…

    • 4622 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    LEGO Marketing Case

    • 979 Words
    • 3 Pages

    CUSTOMER-DRIVEN MARKETING STRATEGY FOR LEGO (1) Does LEGOs web site (www.lego.com) help consumers through the buyer decision process LEGOs Mission Statement Inspire and develop the builders of tomorrow. The LEGO brand is more than simply a familiar logo. It is the expectations that people have of the company towards its products and services, and the accountability that LEGO feels towards the world around it. The brand acts as a guarantee of quality and originality. Visiting and browsing its website makes you feel that you have been sucked into another placea colorful world filled with imagination, fun, creativity and learning. Parents, adults and kids definitely will have ample amount of conversation, interaction and connections through LEGOs website. They can follow trends and find product reviews and other useful information through Latest News, LEGO Club and Inside Tour. They can also comment on whats hot or new and write reviews about products through their Recommendations Corner and Message Boards. LEGOs website is fully engaged with its audience (both adults children), and inspires them to greater heights of entertainment, artistry, knowledge and to advocate on the companys behalf. Overall, LEGOs online website marketing is about making emotional connections through positive customer experiences, quality products, exceptional service and engaging conversations. Their vision of inventing the future of play is what drives them to inspire and develop children to think creatively and realize human possibility. (2) Who is LEGOs primary and secondary target(s) The companys primary targets are kids between the ages of 6 and 12. Secondary optimal targets are individuals with creative, fun and imaginary personalities individuals with enough money to afford the product and individuals who are interested in challenging endeavors and learning new products. (3) Market Segmentation The company divides the heterogeneous markets into smaller segments that can…

    • 979 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Caaaaaaa

    • 1021 Words
    • 5 Pages

    The name ‘LEGO’ is an abbreviation of two Danish words “leg godt”, meaning “play well”. The company was founded by Ole Kirk Christiansen in 1932. It is now the world’s sixth largest manufacturer of toys, with its head office in Billund, Denmark, branches throughout the world and some 5000 employees its products are sold in more than 130 countries. The traditional interlocking LEGO brick has twice been named toy of the century by Fortune Magazine then by the British Association of Toy Retailers, although in its present form it was launched in 1958. Approximately 17.8…

    • 1021 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Lego has long been an industry leader in children’s toys with its simple, yet unique building blockstyle…

    • 876 Words
    • 4 Pages
    Good Essays