Lego: Building for the Future
LEGO: Building for the future
A Comprehensive Case
Abrar Ahmad
Shakeel Anjum
Ali Qurashi
Group Members
Khuram Shahzad
Fahad Insha
Figure
Outline
Introduction Situation Analysis Problem Identification (Main & Sub)
We will be approaching this case by first analyzing situation broadly and then narrowing down our focus right to the problem and conclusion stage
Alternative Development Evaluation Selection Implementa tion Recomm endation
Time Of Case
•Year 1999
Industry Of Operation
•Toy manufacturing
Time Of Establishment
•1932 By Ole the founder with few employees
Geographic Area
•Becloud, Denmark
Meanings
•Danish word “Log Godt” meaning “play well”
Key People
•Ole Kirk Christianson (Founder) •Godtred Kirk Christianson (Son)
Figure
Size Of The Company
More than 10,000 employees in 30 different countries and among world’s largest toy manufactures Only European company to occupy a place in world’s top ten toy manufacturers Produces its products in Denmark, US, Switzerland and Korea and retailed through 60,000 outlets in more than 130 countries
50 years following its inception Some 203 billion LEGO elements have been produced
Figure
Key Dates
• Ole Kirk Christiansen started business with few employees 1932
• LEGO name was first used
1934
• Ole’s son used new material to create four and eight stud building bricks 1949 • Godtfred made most important discovery
1958
1999
• LEGO opened 128 acre-theme park in carsbad
Figure
LEGO Group Businesses
LEGO group Play materials Family attractions Lifestyle products Media
MACRO ENVIRONMENT
DEEP-LIST Analysis
Social Environment
• Child searching for a gift sooner or later is going to encounter the world famous LEGO brand • Many of today’s parents, each new LEGO experience bring back memories • “I remember my brother had a biscuit tin full of red and white LEGO bricks……..”
Technological Environment
• Towards
A Comprehensive Case
Abrar Ahmad
Shakeel Anjum
Ali Qurashi
Group Members
Khuram Shahzad
Fahad Insha
Figure
Outline
Introduction Situation Analysis Problem Identification (Main & Sub)
We will be approaching this case by first analyzing situation broadly and then narrowing down our focus right to the problem and conclusion stage
Alternative Development Evaluation Selection Implementa tion Recomm endation
Time Of Case
•Year 1999
Industry Of Operation
•Toy manufacturing
Time Of Establishment
•1932 By Ole the founder with few employees
Geographic Area
•Becloud, Denmark
Meanings
•Danish word “Log Godt” meaning “play well”
Key People
•Ole Kirk Christianson (Founder) •Godtred Kirk Christianson (Son)
Figure
Size Of The Company
More than 10,000 employees in 30 different countries and among world’s largest toy manufactures Only European company to occupy a place in world’s top ten toy manufacturers Produces its products in Denmark, US, Switzerland and Korea and retailed through 60,000 outlets in more than 130 countries
50 years following its inception Some 203 billion LEGO elements have been produced
Figure
Key Dates
• Ole Kirk Christiansen started business with few employees 1932
• LEGO name was first used
1934
• Ole’s son used new material to create four and eight stud building bricks 1949 • Godtfred made most important discovery
1958
1999
• LEGO opened 128 acre-theme park in carsbad
Figure
LEGO Group Businesses
LEGO group Play materials Family attractions Lifestyle products Media
MACRO ENVIRONMENT
DEEP-LIST Analysis
Social Environment
• Child searching for a gift sooner or later is going to encounter the world famous LEGO brand • Many of today’s parents, each new LEGO experience bring back memories • “I remember my brother had a biscuit tin full of red and white LEGO bricks……..”
Technological Environment
• Towards