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Lego company
- 1. LEGO: Building forthe future
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- 3. INTRODUCTION • Toy manufacturingcompany • Established in 1932 by ole Christiansen • The LEGO Group is owned by KIRKBI A/S (75 percent) and the LEGO Foundation (25 percent).
- 4. 1932 • Ole KirkChristiansen started business with few employees 1934 • LEGO name was first used 1949 • Ole’s son used new material to create four and eight stud building bricks 1999 • LEGO opened 128 acres theme park in carsbad LEGO HISTORY
- 5. Lego product LEGO PRIMO •For birth to 36 month • 37 different set of toys • Baby toys, mobility toys LEGO DUPLIO • 18 months to six year age • Basic LEGO set includes Different products to be combines with each other LEGO SCALA AND LEGO BELVILLE • Especially for the needs of girls • LEGO BELVILLE encourage girls to enjoy range of horse riding, beach and other themes LEGO SYSTEM • Designed for specific needs of boys • Includes 157 different set.
- 6. LEGO SWOT ANALYSIS Famousbrand, strong name. Education centers in the world. Playful learning Reputation of brand and customers. STRENGTH
- 7. Lack of coordinating betweenproduction and demand Low-tech constriction sets Distance from top to bottom Lack in management system WEAKNESS
- 8. Strategic positioning Easy that the companygrow Arrival of the new technologies in the learning E-learning program its available on-line the whole woeld OPPORTUNI TY
- 9. Video games Cartoon channels internet Othersimilar companies THREATS
- 10. BCG MATRIX STARS Legoland Discovery MS=82% GR= 25% QUESTION MARks LEGO Soccer MS= 40% GR= 10% CASH COWS Lego Bricks MS= 70% GR= 13% DOGS online toy market MS= 15% GR= 4%
- 11. Organization Strategy • InnovativeStrategy :LEGO is synonymous with innovation in corporate circles. • But innovation is something that has need to be changed every few years. • Famous for its plastic, interlocking toy blocks, the company was started back in 1932 in Denmark, and has been known for its spirit of innovation. • In a recent interview published in Knowledge professor David Robertson, author of Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry describes how LEGO shook off a period of stagnation and became a model for innovation again.
- 12. Focus Strategy • Legohas been at the forefront of user engagement for years but it has not always been plain sailing. A focused marketing strategic direction enabling decisions on how to strengthen and grow the business unit • Significant internal efficiencies, saving time and effort on a daily basis • Better use of analytics and reporting yielding improved visibility to ROI • Increase in all business and marketing scores • More coherent execution in the market.
- 13. Consumer service Strategy Oneof the issues Lego had to address was customers’ dissatisfaction with delivery orders. “The packages that were ordered through our direct channel were arriving late or damaged,” said Peggy Conley, Director of Consumer Insights at Lego Group. “It was only a small percentage of them but we needed to quantify what was happening.” Become A Content Marketer : The Lego Group also has extended its brand by developing multimedia content, in collaboration with other well-known brands such as Star Wars and Cartoon Network
- 14. • Supplementing itstraditional lines with wide variety of high technology play offerings • Increase the production of LEGO toys to meet the demand of it. • implement new ideas and expand the LEGO concept into unexplored areas • There is a few toys of Lego for the girls they need to produce more toys for girsl RECOMANDATION