CUSTOMER-DRIVEN MARKETING STRATEGY FOR LEGO (1) Does LEGOs web site (www.lego.com) help consumers through the buyer decision process LEGOs Mission Statement Inspire and develop the builders of tomorrow. The LEGO brand is more than simply a familiar logo. It is the expectations that people have of the company towards its products and services‚ and the accountability that LEGO feels towards the world around it. The brand acts as a guarantee of quality and originality. Visiting and browsing its
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you can be part of the action with this great LEGO Star Wars brickset. LEGO building Set #4482 from the LEGO group lets you support the Republic on the battlefields of Geonosis. The fighting on the planet was fierce and it took precise planning to achieve victory and fight back against the empires rising tide of control. The AT-TE made that victory possible‚ and it can again when you fight your own battles against the evil empire. Star Wars and LEGO fans alike will love the detail of this large
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FOUNDATIONS OF MANAGEMENT (PART A) LEGO Group Marketing and Operations Management Report Prepared: For: LEGO Group By: Éva Gaál On: 17 November 2008 Introduction At the request of the LEGO Company‚ this report advises the company on the expansion of its operation based on market segmentation‚ appropriate marketing mix‚ new product design and development‚ including total quality management for outsourcing new partners. LEGO Group is the fifth-largest toy manufacturer of
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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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Substitutes: The highest pressure faced by Lego comes from substitutes. A substitute is anything which competes with Lego for a child’s attention such as other traditional games‚ video games or electronic gadgets. Hence‚ there are various substitutes available at all price ranges with minimal switching cost. 3) Bargaining Power of Buyers: The primary buyers
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Strategic Analysis of the 2004 LEGO Group Crisis Abstract LEGO Group is a worldwide‚ well-known toy manufacturing company. In 2004‚ the company was faced with a major financial crisis and a major decision to make. Do they try to save the business or not? Through strategic analysis of the company’s external and internal environments‚ many contributing factors became evident. External Analysis The external environment facing LEGO “consists of many external conditions and forces that have the potential
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1. Introduction LEGO is a combination of the Danish words “leg” and “godt”‚ meaning “play well”. As their name and ideal‚ Lego has been beloved by the children as well as the parents for decades. Not only as plastic toy bricks‚ but also effective educational tools‚ the LEGO Company enjoyed continuous growth and broaden the global brand value. The LEGO brand moved to third place in 2002/2003 with only Coca-cola and Kellogg having greater respect among families with children. Even though as the
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1. From early 1990s to 2004‚ the Lego Group‚ a long successful toymaker with a world-renowned brand‚ fell into the edge of bankruptcy. Compared with the highest revenue in 1999‚ the revenue in 2014 decreased by 35.6% while the net profit was negative‚ seven times less than that in 1999‚ the lowest in the past ten years. Its net profit margin and ROE were also the lowest. The gross margin and inventory turnover were all lower than its competitors. The strategic moves in the two main periods “growth
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Lego Case Study Report Introduction The Lego Group was founded in 1932 by Ole Kirk Christiansen. For years of development‚ Lego has achieved the transition from a carpenter’s workshop to a global enterprise. Its Lego brick has been named the ‘toys of the century’ twice and greatly contributes to the company’s stable growth. Nevertheless‚ Lego struggled mightily in the early to mid-2000s. Sales dropped 30 percent in 2003 and 10 percent more in 2004‚ and the company was destroying about $337‚000
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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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