Lego case

Topics: Lego, Lego Group, Ole Kirk Christiansen Pages: 46 (624 words) Published: October 5, 2014
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”.

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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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Molds
Managers
Researchers
Designers
LEGO Universe Programmers
LEGO Universe Designers

Supply Chain

Supply chain
• Oil extraction plant
transport

• Transport
• Refinery
• Transport
• ABS factory
• Transport
• Lego factory
• Transport
• Retailer

Oil Extraction Plant
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Machinery
Staff
Utilities

Transportation: refinery
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Fuel
Insurances
Drivers/ Workers
Taxes

Refinery
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Utilities
Machinery
Staff
Researchers
Warehouse
Taxes

Transportation: ABS factory
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Fuel
Insurance
Taxes
Driver

ABS Factory aka The Place Plastic Is Born
(TPPIB)
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Machinery
Utilities
Researchers
Staff
Taxes
Warehouse

Transportation: LEGO factory
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Fuel
Taxes
Driver
Insurance

LEGO Factory
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Researchers
Designers
Staff
Machinery
Utilities
Taxes
Warehouse

Transportation: Retailer
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Fuel
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