The lego group building strategy

Maarten, Ron Berkowitz has worked with some of the top brands and celebrities in the world over the last nearly two decades.

The lego group building strategy

Building Strategy Case 10 Essay introduction. Kristiansen started making toys out of wood and had 12 employees under him. The strategy was simple. Each set obtained by a child increased the amount of LEGO bricks the child would be able to play with.

The lego group building strategy

More sets meant more creative possibilities. We will write a custom essay sample on The Lego Group: Later during that decade, the company grew to over employees and grew its brick design to include over different shapes such as wheels, flat bricks, train tracks, windows, doors, and flags.

This was further implementation for their business model and mission, which was to enable creativity. More options for pieces to connect meant more creative possibilities. They then introduced building instructions for each building set. They developed new sets that included a series for girls like furniture and doll houses.

They ships out of LEGO that could float in water. The LEGO Technic series was implemented which were models that contained bricks with mechanical moving parts. Looking for more ways to expand creative possibilities, they combined bricks with technology which included the Light and Sound series as well as a motorized Technic series in Lego continued a strategy of not only adding new series of models but adding addition models to that series.

Examples of this are there increasingly popular Castle, City, and Space series where each had new model sets being released each year. This allowed for their continued mission of creative building.

InLEGO became a global company as one of the top 10 toy manufacturers in the world. They fully expanded into 7, employees and had a total of over 1, plastic injection machines housed in five factories.

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In they launched www. They also continued to introduce new themes into their product line. They even offered a vacuum that would help kids pick up bricks. Init made another strategically different yet important move by acquiring the rights to movies and children themes.

The Star Wars theme was an instant success and became one of the most profitable product lines. This led to fully implementing this new strategy by obtaining other rights popular licensed intellectual property like other Disney themes, NBA Basketball, Soccer, Bob the Builder, Dora the Explorer, etc.

When LEGO found that it had many different licensed rights they began to expand their computer game market share by partnering with videogame design companies to develop computer games as well as video games for game consoles.

They started with 30 games being released between and Strategically this was smart because, since LEGO has been around for over 70 years, they market to young kids yet still are popular with adults that have grown up playing with LEGOS as kids themselves.

The video games ended up being a hit with children and adults. LEGO tapped that market. They also continued to expand by offering an online virtual universe for interacting with other online users and building personalized LEGO mini figures.

LEGO then introduced a digital designer software which allowed customers to design their own products and gave the option for the customer to buy the product with costs of materials all calculated for purchase.

It started as a twelve man operation and since then has produced over million bricks, with 19 billion new bricks being made each year. Revenues dropped 30 percent in and dropped another 10 in The problem was not with product itself, but with distribution and manufacturing.

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Kjeld stepped down as CEO and was replaced by Jorgen Vig Knudstorp who was originally director of strategic development in What they found was that new product sets were becoming more complicated and provided less profit in return. The cost of materials and production was increasing and becoming too much of a burden on the financial health of the company.

Inefficiencies were found in plant plastic molding machines where they were only operating at 70 percent capacity. Distribution costs were too high which created a backlog of more inefficiency in inventory. Too much time was being spent with small independent stores where they were only getting one third of their revenue.

LEGO had to find ways to cut costs. So they first cut the number of brick colors in half. They then increased production capacity by scheduling certain LEGO bricks on certain plastic molding machines on production cycles.Lego System A/S, doing business as The Lego Group (stylised as The LEGO Group), is a Danish toy production company based in Billund.

It is best known for the manufacture of Lego-brand toys, consisting mostly of interlocking plastic Lego Group has also built several amusement parks around the world, each known as Legoland, and operates numerous retail stores.

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The Lego Group: Building Strategy Problem Statement: The Lego Group has been making toys successfully for 80 years and has grown to having close to B USD in sales for the year. They specialize in toy building sets, a sector of the market that has seen 13% growth in and is forecasted to grow further.

LEGO, the LEGO logo, the Minifigure, DUPLO, the DUPLO logo, BIONICLE, the BIONICLE logo, LEGENDS OF CHIMA, the LEGENDS OF CHIMA logo, DIMENSIONS, the DIMENSIONS logo, the FRIENDS logo, the MINIFIGURES logo, MINDSTORMS, the MINDSTORMS EV3 logo, MIXELS, the MIXELS logo, NINJAGO, the NINJAGO logo, NEXO KNIGHTS, and the NEXO KNIGHTS logo are trademarks and/or copyrights of the LEGO Group.

Experience a galaxy of Worlds made entirely from LEGO bricks. EXPLORE gigantic landscapes, DISCOVER countless surprises, and CREATE anything you can imagine by building with LEGO $ The Lego Group: Building Strategy, Case 10 Overview LEGO, the brand of toy that has been played with by multiple generations of people was founded during the Great Depression in by Ole Kirk Kristiansen, a Danish carpenter.

Kristiansen started making toys out of wood and had 12 employees under him.

The lego group building strategy

The Lego Group: Building Strategy, Case 10 Overview LEGO, the brand of toy that has been played with by multiple generations of people was founded during the Great Depression in by Ole Kirk Kristiansen, a Danish carpenter.

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