Lego Project

Topics: Lego, Lego Group, Billund, Denmark Pages: 15 (4179 words) Published: November 2, 2012
1.Introduction- 3 -
1.1Problem statement- 3 -
1.2 Delimitation- 3 -
1.3 Report structure- 4 -
1.4Methodology section- 4 -
2.Organizational structure and design of LEGO- 4 -
2.1Organizational design of Lego- 5 -
3.Influence of organizational type to internal relationship in company- 7 -
3.1 Relationship with customers- 8 -
4.SWOT- 8 -
4.1Making weaknesses into strengths- 10 -
5.Suggestions of motivation improvements- 10 -
6.Conclusion- 11 -
7.Bibliography- 12 -
8.Appendicies- 13 -
9.Social contract- 13 -
10.2 Log book- 14 -
10.3- 15 -
10.4 KarolisKaupas Memo- 16 -
10.6 Amr Youssef’s Memo- 17 -
10.9 Executive summary- 18 -


The LEGO group was founded in 1932 by Ole Kirk Kristiansen. It was original based on family business. At the moment its managed by Kjeld Kirk Kristiansen, a grandchild of the founder. Lego is a line of construction toys manufactured by Lego Group and it’s based in Billund, Denmark where Headquarters are based. The toys were originally designed in the 1940s in Denmark, popularity of the brand was assured by Lego movies, video games, competitions, and four Lego themed amusement parks.

2.1 Problem statement

We want to make formal strategic analysis of Lego organizational structure to find out how it is influencing company’s current internal situation. We will base our analysis on the following questions:

1. What is Lego instant structure and design of organization? 2. How it influences relationship of staff and culture of company? 3. What are advantages and disadvantages of Lego organizational structure and design? 4. How to turn the weaknesses to strengths?

1.2 Delimitation

Lego analysis from organizational point of view has been assigned by Tietgen Business College. The structure and design of organization influences the social life of staff, meaning, it changes relationship type between personnel. Moreover it affects culture of firm. Previous mentioned two factors help to coordinate and arrange all activities of individuals and departments as well. Finding out strengths and weaknesses of Lego organizational structure and design, gives an insight into the proposal of its further improvements.

1.3 Report structure

After introductory paragraphs follows the methodology section, which briefly describes: Contingency theory’s three most researched factors, Classical Management and Weber’s contribution to organization theories. Next come analysis of Lego organizational structure and design. Then it is followed by assessment of influence of latter paragraphs to relationship of staff and culture of company. In next section we are analyzed advantages and disadvantages of Lego organizational structure and design, according by suggestions of improvement of structural weaknesses .In the end of project, report ends with a summary conclusion.

1.4Methodology section
We have used several models in this project that analyses the environment of the company and its relationship with customers and suppliers.

First of all we will use Contingency theory that describes factors which makes influence on structures appropriateness for company, for example, size, environment and technology. Later on, Weber’s contribution to organization theory will be analyzed, which formulates characteristics of “ideal type” of bureaucracy. The last but not the least important thing is Maslow’s needs theory - shows hierarchical division of people physiological and psychological needs.

Source material which is used in this report is considered academic, therefore must ensure appropriate information quality. 2. Organizational structure and design of LEGO

Lego is an international organization with 4 for production lines and more headquarters abroad, with very complex structure. Organizational type of this company is bureaucracy with cross-departmental teams and task forces. This type of...
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