Lego

Introduction

The Lego Group was founded in 1932 by Ole Kirk Kristiansen in the village of Billund, Denmark and has passed from father to son and is now owned by the founder's grand child, Kjeld Kirk Kristiansen.

The name LEGO is a short form of the Danish words 'leg godt' which means play well.

The LEGO Group is engaged in the development of children's creativity through playing and learning. Based on the world-famous LEGO® brick, the company today provides toys, experiences and teaching materials for children in more than 130 countries. The LEGO Group has approximately 9,000 employees, and it is the world's third largest manufacturer of play materials.

Mission: 'Inspire and develop children to think creatively, reason systematically and release their potential to shape their own future - experiencing the endless human possibility.

Vision: We want to pioneer new ways of playing, play materials and the business models of play- leveraging globalisation and digitalisation...it is not just about products, it is about realising the human possibility.

Strategies adopted between Lego between 1995-2009

Explain environmental factors impacting on Lego during the period 1995-2009

Discuss Lego's main competitors indicating the nature and intensity of the competition

What are Lego's distinctive competences and how are they used to gain competitive advantage

Discuss the performance measures Lego might use in measuring the success of their strategies.

If you where Lego what future strategies would you be considering

Reference

LEGO, About us, The LEGO Group

http://aboutus.lego.com/en-US/group/default.aspx