Lego Group Case Study

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Date Submitted: 11/13/2012 05:31 AM

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1) Identify the levels of strategy and their relationship evident within this case-study, fully justifying your answer.

227 words

LEGO group’s aim is to develop the creativity of children by games construction and by learning through these ideas: “creativity, play, learning and development” and “only the best is good enough”. The company wants to be known in all families, so its three strategic priorities are: “the LEGO brand, people and culture, profitable growth» (Annual report 2010). Families mean that adults are also target, especially with the invention of LEGO Mindstorms robotic invention system, the first brick which combines virtual and traditional games. Indeed with the collaboration with the Massachusetts Institute Technology of Boston, LEGO group “using leading-edge technologies in ways that support LEGO brand values”.

LEGO group is now the fourth largest toy manufacturer on the global market toy with its strategy to constantly innovate through its different activities like LEGO Universe, LEGO land, LEGO Studios focused on movie-making by building some relationships with Star Wars, Harry Potter or Bionicle.

They want to be the leader in all company’s activities. Their marketing aim is to create product demand and excitement to achieve their mission of “inspiring and developing the builders of tomorrow” (Annual report 2010). Their global supply chain consist to bring their LEGO ideas from concept to reality and to deliver the customer directly. “The LEGO Group is built on a fundamental belief that people should be treated with respect and dignity” (Annual report 2010).

2) Analyse the macro-environment using appropriate models stating clearly what were the key trends that influenced LEGO in the years 2000-2004 and 2005-2010; both time periods have equal weighting and importance. How do these time periods relate.

375 words

2000-2004: At this period, people start to want more lifestyle: their identity are...