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LEGO FINAL

Building Strategy
by

Cassidy Jacquet

on 9 September 2014

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Transcript of LEGO FINAL

The LEGO Group: Building Strategy
Liz Asmar
Cassidy Jacquet
Kent Raulston
Mission Statement
Ups and Downs
What strategy can save us now?
Current Problems
Patents & Trademarks Have Expired
Hand-to-Hand Combat
Is this really what we're looking for?
What we really need is to create our own
Blue Ocean
Blue Ocean Strategy
Strategy Canvas
The Essentials
LEGO
Just Imagine...
Background
Company founded in 1932
Plastic brick patented in 1958
LEGO voted "Toy of the Century" by the British Association of Toy Retailers in 2010
"Our idea is to create a toy that prepares the child for life, appeals to the imagination and develops the creative urge and joy of creation that are the driving force in every human being." - Godtfred Christiansen
"Our ultimate purpose is to inspire and develop children to think creatively, reason systematically, and release the potential to shape their own future - experiencing the endless human possibility."
Threat of New Entrants
Bargaining Power of Suppliers
Bargaining Power of Buyers
Threat of Substitutes
Rivalry Among Existing Competitors
Outsource Production
Enhance Supply Chain Management
Aggressively Court Disney

Pursue New Licensing Partners
Develop New Products in Traditional Lines
Improve Digital Games
Increase Marketing
Expand to New Countries
Are these strategies strong enough?
Eliminate
Theme Parks

Board Games
Reduce
Raise
Create
Learning Identity:
Public Education support is a $1 trillion industry (10% of US GNP)
Education Industry Association (www.educationindustry.org).
LEGO's
Blue Ocean
{ Learning Through Play }
First Save Strategic Actions
Limited LEGO brick color and shape options
Assigned strict production schedules per machine
Reduced logistics suppliers and replaced small distribution centers with hub centers
Created a system to share data with retailers
Learning Through Play
Focus:
Less Emphasis on Licensing
Divergence:
"LEGOs Build Great Futures"
Tag Line:
Building Toy Competition
Licensing Competition
The LEGO Brand
Dependence on Licensing (Especially Disney)

Other Options Include:
Cartoon Network (Turner Broadcasting)
Nickelodeon (Viacom)
Marketing:
Focus on parents who played with LEGOs

Grown-ups who "Grew Up" with LEGOs
Elementary School Curricula

Franchised/Branded Learning Centers
Strategy Map
Learning & Growth
Process
Customer
Financial
Hire Educational Experts
Train design & production teams in learning focus
Join NFP Associations involved in educational advancement
Create liaison positions to monitor & influence public education system and educator needs
Develop Tutor Center Franchise package
Create superior curricula for elementary education & specialty programs
Develop pilot programs for additional products
Develop supplier relationships
Improve educational ratings of customers
Improve standardized test scores of end users
Maintain status of value for quality and performance among customers & end-users
Consistently be the number one choice for customers & end-users
Increase revenue quarterly
Increase profitability quarterly
Increase gross margin quarterly
What we really need is to create our own
Blue Ocean
The Defenses are Falling!
Full transcript