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Lego 131213031907-phpapp02
- 1. Evgenii, Roelof &Sjoerd
- 2. TEN slides -TEN models 1. PESTLE 2. Porters five forces 3. Market life cycle 4. Value chain 5. Core problem 6. Confrontation matrix 7. Canvas model 8. Canvas model +5 9. International strategy 10. Ansoff's model
- 3. Mission, Vision &Brand Values Mission: ‘Invent the future of ’ Vision: ‘Inspire and develop the builders of ’ Values: • Imagination • Creativity • Quality • Learning
- 4. Company History &Profile 1932 – Started by Kirk Kristiansen – “Only the best is good enough” 1958 – Plastic cubes were introduced – “There’s one word I can say - ‘plastics’ 1966 – Lego train toy – “Who said you can’t have a train in your house?’ 1968 – Legoland Park in Billund – “Now you can be LEGO too” 1988 – Lego World Cup – “Show the world how good you are” 1997 – Lego Video Game – “You won’t lose your bricks anymore 2012 – Four billion minifigures produced – “Now we are the world’s biggest population group”
- 5. PEST analysis • Adverse geopolitical representation •Gender neutrality • Corporate tax games • Labor politics • Currency fluctuations • Positive economic downturn • Advanced Economies Growth • OECD Fertility Rates • Targeting China and India • Renewable Energy & Zero Waste Prog-s • Three Dimensional Printing • Virtual Platform Development • Tablet & Mobile Market
- 6. Five Forces Analysis Threatof new entrants – (patents, oil prices) Threat of substitutes – (simplicity, design, China) Bargaining power of customers – (B2B, retailers control) Bargaining power of suppliers – (Oil, Chem&film mkt, CoC) Intensity of rivalry – (distribution channels, online sales) Complementors – (Mega Blocks, Mattel, Oxford Toys)
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- 9. LEGO has only1 product, which is easy to copy. Core problem
- 10. Strenghts – iconicbrand, product portfolio, experience Weaknesses – size, easy to copy , only variations on one theme Opportunities – NEM (Asia), complex logistics, complementors Threats – trends, competition, lack of legal protection SWOT analysis
- 11. Confrontation matrix SWOT AsiaLogistics Partners Trends Legal Competition Brand ++ o ++ ++ - + Portfolio ++ ++ ++ + -- o Experience ++ ++ o ++ o + Size + o + -- + + Copy -- o - o -- -- Theme o o + -- o --
- 12. C M a o nd v e a l s Disney Warner EA Sony Paramount Schools Lego Duplo Friends Legoland Games Video Movie Education Children Adults Families that are themepark visitors Children in schools Producing Promoting R&D HR Inspiration Brands Stores Legoland Schools CSR Pick-a-brick Design Production R&D Promotion Legoland & stores Purchases Advertising Tickets Partnerships
- 13. C M a o nd v e a l S +5 Great wall film company Annapurna studios School system IKEA Lego Great Wall Bollywood Furniture Art Education Children Adults Families that are themepark visitors Children in schools Producing Promoting R&D HR Inspiration Brands Stores Legoland Schools Popular movies/ characters Production R&D Promotion Legoland & stores Purchases Advertising Tickets Partnerships
- 14. International strategy HIGH LOW Geographically Dispersed Geographically Concentrated Configuration of Activities Coordinationof Activities LEGO Oxford Toys Mattel
- 15. Ansoff’s strategic diagnosismodel …
- 16. Strategic recommendations • Investin emerging markets (China, India, Mexico) • Increase market share in Eastern Europe • Expand ‘direct to customer’ activities • Increase Product Placement in Movies • Find more complementors & make exclusive agreements • Expand Lego Friends segment