build good relationship with others‚ so technologically- advanced toys is be needed for the society. 2. Identify briefly the marketing mix (4Ps) strategies for LEGO. Product: LEGO is a family toy maker that was founded by Kirk Kristiansen family in Billund‚ Denmark in 1934. At the begin‚ LEGO concentrate on the wood bricks‚ in 1958 they change the material into plastic. Since 1980‚ LEGO group through established DACTA to expand education opportunities to their toys‚ they were developed such as Expert
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LEGO CASE STUDY CASE OVERVIEW • LEGO Group – A brick based toy making company • Founded in 1932 (during the Great Depression)as a small carpenter’s workshop Ole Kirk Kristiansen – build stepladders‚ iron boards and wooden toys • HQ – Billund‚ Jutland in Denmark • 1934 – Kirk’s son joined Godtfred Kirk • LEGO means – “leg”(play) “godt”(well) ORGANIZATION • Owned by the third and fourth generations of the Kirk Kristiansen founding family: Kjeld Kirk Kristiansen and his three children.
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} Lego in a nutshell Evolution & devellopment Marketing Logistics Glob Communication Economics Organization Bussines law Challenges & future LEGO in a nutshell } Family owned company‚ founded by Ole Kirk Christiansen in 1932‚ Billund. } The name LEGO: “leg godt”‚ meaning “play well”. } The world’s largest toy manufacturers. Development 2000-2013 Income 20002013 (mDKK) 2000 2001 2002 2003 2004 2005 2006 2007 -831 433 429 -935 -1931 505 129 1026
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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
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standardizing and documenting work routines as well as processes to move business activities from site to site. In Flextronics business model‚ standardization and documentary is fundamental‚ perhaps the priority in offering service. However‚ LEGO has been in Billund for 40 years and owns a large number of experiences employees. So in LEGO’s plant‚ normalization of work processes‚ communications‚ and interfaces between different departments in production is not emphasized. Therefore‚ when LEGO handed over production
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planned‚ LEGO learned a great deal from their partnership with Flextronics. Jorgen Vig Knudstorp summed up the partnership by stating‚ “It takes more time to educate people than we had expected‚ and that means that we are still more effective in Billund”. LEGO did on anticipate how much of a change would occur. They figured that the only major change would be the cost of the
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making the products to be more competitive with rivalries. | Difficult to control intellectual properties‚ and its supply chain. | ECONOMIC | Outsourcing 80% of the products in the Eastern European countries and remain only 20% in its base in Billund. | Significantly reduce the production cost by outsourcing to developing countries as other direct competitors. | Possibly unwelcome by their devotees since the product is no longer produced by Danish labors. Meanwhile‚ supply chain and QC will become
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not thousands of knowledgeable users of your products ready and eager to spend nights and weekends acting as extensions of your research and development department? For the Lego Group‚ a maker of children’s creative construction toys based in Billund‚ Denmark‚ this close bond with the user community — not just children but a large coterie of adults who have been using its products for years — is not a pipe dream but a reality. Lego users have a long tradition of innovation and sharing their
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! ! ! ! ! ! ! ! ! ! ! ! The LEGO Case Study 2014 ! ! ! ! ! ! ! ! ! ! The A CONTENTS ! ! ! 1! ! 2! ! ! 3! ! 4! ! 5! ! 6! ! 7! ! Introduction!! ! ! Difficult start to the decade 2001.! Signs of Recovery 2002.! Hopes dashed - 2003.! LEGOLAND parks.! LEGO Brand Stores.! The Knudstorp Review.! 8! ! Financial Focus - the ! Oveson addition. ! 9! ! Back to basics and the limit to adjacencies. ! ! ! 10 ! Developing the strategy ! why do we exist? ! ! 11 ! First the action plan -
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1. INTRODUCTION The Airline Industry has been growing persistently and consistently over the past decade. Central to the globalization taking place in many other countries is the Airline Industry as it facilitates world trade‚ economic growth‚ international investment and tourism. It’s growth has generated many new opportunities for the tourism development. The benefits of tourism to the national economies of the countries are being realized by the government of those countries. Because of the companies
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