Company Profile The Lego Group - 2181 Words

PART 1: COMPANY PROFILE – THE LEGO GROUP 1. What Company did you select and why? The company I selected is the Lego Group. The company is well known for its popular construction toy brand, Lego. The company is still privately owned by the original family who established it in 1932 which is the Kirk Kristiansen family. Its headquarter is based in Billude, Denmark. The core product of the company, the Lego brick, is available in more than 130 countries around the world (Klausen, 2012). In 2014, the Lego group becomes the world s top toy manufacturer by outperforming Mattle, an American toy brand with its famous Babie dolls (Billing, 2014). The reason why I selected the Lego Group company is that I want to study their business strategies that help them survive tough competition in the toy industry, their success in this business for over 80 years, and also how they recently beat girls favorite Babie doll company, Mattel. 2. What business does the company operate in? Products When people hear the name â€Å"Lego†, the first thing that comes to their mind usually is the Lego brick. There are actually several kinds of products that the company offers in the market such as video games, amusement parks which cooperate with Merlin Entertainment (Merlin Entertainment, n.d.), magazines which are published by Dorling Kindersley (Dorling Kindersley, n.d.), and other licensed products.In this case, the paper will mainly focus on their core product which is Lego classical products.Show MoreRelatedThe Case Of Lego : Change Of Strategy1171 Words   |  5 Pages 3. THE CASE OF LEGO CHANGE OF STRATEGY The company LEGO (Appendix 1), was far from the reality when in the year 2000 the famous Bricks were named as ‘the toy of the century’ by Fortune Magazine. the numbers were reflecting a different reality when in 2003 and 2004 the losses were of more than $400m on annual sales of over $1b (Lego case of study 2014). 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LEGO Group is the fifth-largest toy manufacturer ofRead MoreLego Essay2182 Words   |  9 Pages | | | | | |[LEGO DUPLO MARKETING REPORT] | |[ Read MoreLego: Building for the Future1964 Words   |  8 PagesLEGO: Building for the future A Comprehensive Case Abrar Ahmad Shakeel Anjum Ali Qurashi Group Members Khuram Shahzad Fahad Insha Figure Outline Introduction Situation Analysis Problem Identification (Main Sub) We will be approaching this case by first analyzing situation broadly and then narrowing down our focus right to the problem and conclusion stage Alternative Development Evaluation Selection Implementa tion Recomm endation Time Of Case †¢Year 1999 Read MoreLego Case3687 Words   |  15 Pagesvarious 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 13 CONCLUSION 16 REFERENCES†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..............†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..17 INTRODUCTION The LEGO company corporate brand was created in 1932 and for decades it has acted as a strong umbrella brand guiding LEGO through vase internationalRead MoreLego s Impact On The World s Leading Brands1901 Words   |  8 PagesIntroduction LEGO is a Danish company that was established in 1932. LEGO started in a small carpenter’s shop and has transformed into one of the world’s largest toy companies and most recognizable brands (lego.com). Specifically, LEGO produces small plastic bricks that can be put together to create larger creations. Bricks are sometimes sold in packs that create a specific creation, such as Star Wars ships or police stations, or they can be sold in packs that let the consumers make their own creationsRead MoreEnvironmental Ngos And Global Environmental Issues1857 Words   |  8 Pagesraising public awareness and collective action from below (McCormick 2005: 92). Environmental NGOs, ‘agent of change’ works in all both levels; political sphere and civil society (Ford 2011:27). At political level, environmental NGOs act as a pressure group and lobbyist to government and TNCs. Another level is civil society in which environmental NGOs acts in domestic levels - within th e nation boundaries, and also in global level, consequently there is part of possibility of global civil society in which