the Flextronics offshore outsourcing project‚ LEGO had a very tight control of all the elements of the value chain. Their production plants were expansive and specialized which‚ in theory‚ would create a higher degree of standardization. Their Swiss factories only produced DUPLO toys and Technic products‚ their Danish factory solely produced LEGO System products‚ and the U.S. facility focused on American demands‚ while only 5 to 10 percent of the LEGO Group’s total production was outsourced to Chinese
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Log for mm215……………………………………………………………….…..17 Executive Summary LEGO Group began in the workshop of Ole Kirk Christiansen‚ and has a long history which started with making wooden toys‚ plastic toys and then getting to the famous brick. Because of the foreign competition‚ many companies‚ including LEGO‚ had to reevaluate their strategies to regain competitive advantage. As a consequence‚ the current corporate vision in Lego energizes all employees. Furthermore‚ the bond between them and top
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MKT4070 TABLE OF CONTENTS INTRODUCTION 3 QUESTION 1. (a) Critical analysis of LEGO’s SWOT in 2004 3 QUESTION 1.(b) LEGO’s communication effects and objectives post 2004 considering its SWOT in 2004 6 QUESTION 2. Application of various concepts applied by LEGO as a part of the IMC programme 8 (a) POSITIONING STRATEGY AND POSTIOING TACTICS 8 (b) BRAND NARRATIVES 9 (c) BRAND ENCOUNTERS 10 (d) BRAND COVERSATIONS 12 QUESTION 3. Critical evaluation of LEGO’s post 2004 IMC programme
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Problem Statement: As a manager of The Lego Group I think the main problem that Lego faces is maintaining its competitive advantage and growth in the complex toy industry. Lego must identify a clear expansion plan to respond to the external (business) threats such as intense competition and new product innovations‚ changes in the toy industry with mergers and acquisitions and legal battles as well as maintain efficient internal operations in terms of supply chain and logistics in order to keep up
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Project 1: LEGO Codename: Childhood Gina‚ Ines‚ Raul‚ & Katja Agenda } } } } } } } } } Lego in a nutshell Evolution & devellopment Marketing Logistics Glob Communication Economics Organization Bussines law Challenges & future LEGO in a nutshell } Family owned company‚ founded by Ole Kirk Christiansen in 1932‚ Billund. } The name LEGO: “leg godt”‚ meaning “play well”. } The world’s largest toy manufacturers. Development 2000-2013 Income 20002013
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relationship with the Flextronics? Expectations: a. Saving cost by outsourcing to low-cost countries: Prior to outsourcing‚ LEGO owned and operated production plants mainly in relatively high labor-cost countries‚ such as the United States‚ Switzerland and the South Korea. The main reason for this is that LEGO built plants close to its main markets to save transportation cost. But LEGO finally realized that the reduced labor cost in some labor-intensive countries outweighed the reduced transportation cost
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such as The Lego Group and its’ competition‚ to give any downward variability in quality‚ price and how much their customers value their toys for entertainment. The toy industry is a very saturated market with little room for a drop off in market share. Most organizations within this industry had to find ways to cut cost through their multiple channels in order to make the largest return on the slim margins that this market has for “luxury items” such as toys. This meant that The Lego Group had to
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There are about 915 million ways to combine six LEGO® bricks . But how many ways are there to keep a company on the right track? Kjeld Kirk Kristiansen‚ current owner of the LEGO Group‚ was faced with this question in 2004. On the surface it did not become known that LEGO was in trouble in those days. The small bricks were welcome all over the world and the British Association of Toy Retailers joined Fortune magazine in naming the company’s classic bricks the toy of the century. But the fifth-largest
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The Lego Group Case: The Crisis Prior to finalizing a strategic recommendation for Knudstorp and the Lego Group‚ I needed to gain perspective on the industry and internal factors that have historically interfered with Lego’s business model‚ and thus lead them to the point of bankruptcy. In Exhibit A‚ I used the Porter’s five forces model to help identify and label the threats‚ demands‚ trends and opportunities of the toy industry. While Lego faced many different types of challenges‚ market trends
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tremendously successful? 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. • First‚ the origin of “LEGO” The Lego Group began in the workshop of Ole Kirk Christiansen (1891–1958)‚ a carpenter from Billund‚ Denmark‚ who began making wooden toys in 1932. He made toys for his son. • Second‚ what does “LEGO” means? In 1934‚ his company came to be called "LEGO"‚ derived from the Danish phrase leg godt‚ which
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