The Lego Group
Student Name : Marimuthu, V.K.
: Hariram, E. : Singh, R.
Student Number : 19852274 20101233 20054057
Assignment Title : The LEGO Group: working with strategy.
Date : 03 March 2012
Programme : BTECH-MANAGEMENT IV
Question 1
Explain how the development of strategy at the LEGO Group reflect the key characteristics of strategic management outlined in section 1.2 and in the model in Figure 1.4?
“Strategy is the long-term direction of an organization” (Johnson, Whittington and Scholes, 2011, p.3). The LEGO Group started with the manufacture of stepladders, ironing boards, stools and wooden toys and has grown into one of the top five toy makers in the world (Johnson, Whittington and Scholes, 2011).
The growth of the company demonstrates the three horizons framework (Johnson, Whittington and Scholes, 2011) for businesses, as can be seen throughout the history of the company, if referenced from a specific point in time.
Corporate level strategy directed the company into the manufacture of the now famous plastic LEGO brick, the development of LEGOLAND, the international growth of the company and more recently, LEGO’s entrance into the digital media age via LEGO Universe (Johnson, Whittington and Scholes, 2011).
Business level strategy is reflected in the development and introduction of innovative products like LEGO TECHNIC, LEGO Castle, LEGO DUPLO and many other classic and topical play themes to compete in the competitive toy market (Johnson, Whittington and Scholes, 2011).
Operational strategies have driven the introduction and re-organization of management, changes to the LEGO Group’s relationship with retailers and a review of the procurement processes and outsourcing strategies of the company (Johnson, Whittington and Scholes, 2011).
The development of strategy at the LEGO Group reflects the exploring strategy model of understanding the strategic position of the company, assessing strategic choices for the
: Hariram, E. : Singh, R.
Student Number : 19852274 20101233 20054057
Assignment Title : The LEGO Group: working with strategy.
Date : 03 March 2012
Programme : BTECH-MANAGEMENT IV
Question 1
Explain how the development of strategy at the LEGO Group reflect the key characteristics of strategic management outlined in section 1.2 and in the model in Figure 1.4?
“Strategy is the long-term direction of an organization” (Johnson, Whittington and Scholes, 2011, p.3). The LEGO Group started with the manufacture of stepladders, ironing boards, stools and wooden toys and has grown into one of the top five toy makers in the world (Johnson, Whittington and Scholes, 2011).
The growth of the company demonstrates the three horizons framework (Johnson, Whittington and Scholes, 2011) for businesses, as can be seen throughout the history of the company, if referenced from a specific point in time.
Corporate level strategy directed the company into the manufacture of the now famous plastic LEGO brick, the development of LEGOLAND, the international growth of the company and more recently, LEGO’s entrance into the digital media age via LEGO Universe (Johnson, Whittington and Scholes, 2011).
Business level strategy is reflected in the development and introduction of innovative products like LEGO TECHNIC, LEGO Castle, LEGO DUPLO and many other classic and topical play themes to compete in the competitive toy market (Johnson, Whittington and Scholes, 2011).
Operational strategies have driven the introduction and re-organization of management, changes to the LEGO Group’s relationship with retailers and a review of the procurement processes and outsourcing strategies of the company (Johnson, Whittington and Scholes, 2011).
The development of strategy at the LEGO Group reflects the exploring strategy model of understanding the strategic position of the company, assessing strategic choices for the