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LEGO

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by

Namuun Batkhuu

on 27 October 2014

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Transcript of LEGO

Heko
Nami
Daria
Suld
Montana
History Timeline
Brand power

Experience

Loyalty

Strong finance
Expensive

Limited presence
in Asia

Easy to imitate
Asian market

Collaboration

Diversification
Decreasing interest

Video games
Introduction and history
SWOT analysis
Conclusion
SWOT analysis
Responsibility
Products
Strategy and management
Company

The Lego Group

Meaning of Lego
Comes from Danish phrase,
which means “play well”

Mission
Inspire and develop the
builders of tomorrow’

Founder

Ole Kirk Christiansen

Established
1932

Type

Construction set

Head office
Billund, Denmark

Employees
13,869 (2013)

Net profit
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
related to
Video games
Theme parks
Retail stores
Board games
Movies
Books and magazines
Clothing chain for children
Responsibilities
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:

Social responsibility:
Health and safety
Diversity – Equal Opportunities
Local Community Engagement

Environmental responsibility

Product safety
Strategy
Product differentiation

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:
Product innovation
Top product list :

Super hero
Lords of rings
Hero factory
Pirates of the Caribbean
Star Wars
Hobbit
NINJIAGO
CHIMA
CITY
FRIENDS
Success from LEGO generic
brands
Develop More generic
brands
-Cartoon Serials
-Comic books
-Online games
Full transcript