Lego Case Analysis
Introduction
The purpose of this paper is to do a case analysis over the Lego brand. We have evaluated the company to find their strengths and weaknesses to find a problem with in the organization. After deciding on the problem several alternatives were introduced. One was decided on by the group and then steps were made to create a plan for implementation as well as goals to reach within an evaluation period.
Background
LEGO was founded during the Great Depression in 1932 by Danish carpenter Ole Kirk Kristiansen. Some of the first toys what were made were not LEGOS but were actually yo-yos, wooden blocks, pull along animals, and wooden vehicles. Kristiansen believes that “only the best is good enough”. The company name LEGO was created in 1934 when Kristiansen held a friendly competition among the workshop employees to help name the company. Their prize was a bottle of wine, which Kristiansen won himself. LEGO was the first company in Denmark to ever purchase a plastic molding machine. This machine was used to create fish shaped baby rattles. The first actual LEGOs were not produced until 1949 and were first called Automatic Binding Bricks.
The idea behind LEGO was to encourage creative opportunities for children all across the world. This was done by creating a series of 28 building sets, eight vehicle sets, and decorations like trees people, and road signs. “Our idea is to create a toy that prepares the child for life, appeals to the imagination and develops the creative urge and joy of creation that are the driving force in every human being” (Daniel Lipkowitz).
Though LEGO has been a successful company for many years now, some problems have arisen. The acquisition of Marvel Entertainment by the Walt Disney Company created major implications for valuable toy license agreements. LEGO had lost a long legal battle with MEGA Brands with a European Union court decision that removed LEGO’s brick trademark. Hasbro was preparing to inter the marketplace
The purpose of this paper is to do a case analysis over the Lego brand. We have evaluated the company to find their strengths and weaknesses to find a problem with in the organization. After deciding on the problem several alternatives were introduced. One was decided on by the group and then steps were made to create a plan for implementation as well as goals to reach within an evaluation period.
Background
LEGO was founded during the Great Depression in 1932 by Danish carpenter Ole Kirk Kristiansen. Some of the first toys what were made were not LEGOS but were actually yo-yos, wooden blocks, pull along animals, and wooden vehicles. Kristiansen believes that “only the best is good enough”. The company name LEGO was created in 1934 when Kristiansen held a friendly competition among the workshop employees to help name the company. Their prize was a bottle of wine, which Kristiansen won himself. LEGO was the first company in Denmark to ever purchase a plastic molding machine. This machine was used to create fish shaped baby rattles. The first actual LEGOs were not produced until 1949 and were first called Automatic Binding Bricks.
The idea behind LEGO was to encourage creative opportunities for children all across the world. This was done by creating a series of 28 building sets, eight vehicle sets, and decorations like trees people, and road signs. “Our idea is to create a toy that prepares the child for life, appeals to the imagination and develops the creative urge and joy of creation that are the driving force in every human being” (Daniel Lipkowitz).
Though LEGO has been a successful company for many years now, some problems have arisen. The acquisition of Marvel Entertainment by the Walt Disney Company created major implications for valuable toy license agreements. LEGO had lost a long legal battle with MEGA Brands with a European Union court decision that removed LEGO’s brick trademark. Hasbro was preparing to inter the marketplace