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Transcript of LEGO
Easy to imitate
Introduction and history
Strategy and management
The Lego Group
Meaning of Lego
Comes from Danish phrase,
which means “play well”
Inspire and develop the
builders of tomorrow’
Ole Kirk Christiansen
US$1.1 billion (2013)
LEGO around the world
The LEGO Group is the third largest toy manufacturer in the world.
Lego Bricks are on sale in more than 130 countries.
Products and services
Books and magazines
Clothing chain for children
Their sustainability and responsibility efforts revolve around children. All employees are encouraged and empowered to make a positive impact.
Lego signed the United Nations Global Compact in 2003 as a first company in its industry. Their responsibilities include:
Health and safety
Diversity – Equal Opportunities
Local Community Engagement
Product development through innovation
Expand global market share
Enhance social interaction
0 product recalls - always
Top 10 on employee safety by 2015
Support learning for 101 million children by 2015
100 percent renewable energy in 2020
Lego's strategic goals are:
Top product list :
Lords of rings
Pirates of the Caribbean
Success from LEGO generic
Develop More generic