...Case Studies Lego The Danish company Lego is one of the most famous brands in the world when it comes to children’s toys and has grown since it was founded in 1932 into a global business. Its origins lie with Ole Kirk Christiansen, a carpenter from Billund (where the firm is still based) who bought a woodworking business in 1916 and made furniture for local farmers. For various reasons he shifted his production range in the 1930s to make children’s toys and in 1934 named the company ‘Lego’ from the Danish words leg and godt, meaning ‘play well’. His early products - wooden pull toys, piggy banks, cars and trucks – were reasonably successful but a key turning point for the business came in the 1940s when they began making plastic toys including a truck which could be taken apart and re-assembled. In 1949 Lego began producing a set of interlocking bricks (based on an original patent by the UK Kiddicraft company for which they bought the rights) made from cellulose acetate and using an early version of a hollow design with holes and studs. The now familiar Lego bricks appeared on the market in 1953 but were not initially very successful, partly due to poor perceptions amongst consumers and retailers of plastic toys. The key was probably the emergence of the idea of a building system based on interlocking bricks – an idea which took some time to develop and is closely linked to the son of the founder, Godtfred Kirk Christiansen. His discussions with buyers, especially in the USA...
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...is investigating and exploring the impact of outsourcing on one of the most iconic Danish companies (LEGO), which attracted our attention during the preparation of this project. We decided to focus on a single case study, because we felt that dividing our efforts by investigating more than one company, would not allow us to focus in sufficient detail on the domino effects that outsourcing can have on a singular institution. The main question of this project is “How could LEGO improve the Make-or-buy- decision and the relationship management when it comes to outsourcing”? In order to answer the main question, we must consider two sub-questions stemming from the main issue, namely: “How could LEGO improve the decision-making-process to outsource by taking more influencing factors into consideration?” and “What could LEGO have done differently in its relationship to the outsourcing vendor Flextronics”. We used the Case Study Research method to work on these questions. Doing that, we reviewed theories, which explained the phenomenon of outsourcing on a theoretical basis. After creating a theoretical framework and the database, we analyzed the case (LEGO) for parallels between the theories and their practical experience. Finally, we were able to drawn some conclusions to both the central and subsidiary questions initially posed. In summary, it can be said that LEGO did not take all aspects into consideration which the theories describe as being useful to make the...
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...Principles of Marketing Management – Case Study of LEGO Chapters: • Introduction ------------------------------------------------ 3 • Company Background ----------------------------------- 4 • Marketing Focus------------------------------------------- 5 • SWOT Analysis -------------------------------------------- 6 – 7 • Time Series Analysis ------------------------------------- - 8 – 9 • Product Analysis ------------------------------------------ -10 – 11 • Suggested Marketing Plan --------------------------------12 – 13 • Conclusion --------------------------------------------------- 14 • References --------------------------------------------------- 15 INTRODUCTION – For a company that has firmly established its foothold for the last 75 years, developing a futuristic three – year marketing plan involves critically analyzing the current marketing strategies and stating new strategies to be implied in the next few years. In this paper, four current marketing development plans namely SWOT Analysis, Time Series Analysis, and Market Product Analysis are dealt in a detailed way. Awarded the “Toy of the Century” at the end of the millennia, LEGO Group has nurtured generations of children and pre-teens with its creative and learning construction blocks. Over the years, LEGO has developed newer version of their...
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...LEGO as we know it today first came into being in 1949 when Godtfred Kirk Christiansen used a “new” material – plastic – to create simple four and eight stud building blocks. Today, LEGO has turned into one of the most famous toy brands in the world. The aim of this case study essay is to asses the macro and micro environment in which LEGO is performing today. Micro Marketing Environment The micro marketing environment is defined as “the forces close to the company that affect its ability to serve its customers – the company, market channel, firms, customer markets, competitors and publics, which combine to make the firm’s value delivery system” (Kotler, Wong, Saunders and Armstrong, 2005) One of the most notable things concerning the micro environment of LEGO is that it is viewed as a strong brand. It been part of the toy market for so long, that grandparents and parents can remember playing with the toy as a child, and so often feel they have a relationship or bond with the product. The brand has also infiltrated many markets world-wide, and its fame is instrumental in its continued success. The case study states, it’s the only European company to enter the worlds Top Ten toy manufacturers. The product also has a unique selling point. The toy of LEGO is aiming to capture a creative imagination and also enable it to stand out in the market of dolls, cars, computer games etc. It is promoted as a “system of play”, which can be a strong selling point when trying to compete...
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...------------3 1.1 Lego design-------------------------------------------------------------------3 1.2 Manufacturing operation----------------------------------------------------3 1.3 Reasons for company’s success--------------------------------------------3 2 current business and operation strategy--------------------------------------3 3 Strengths and weakness-------------------------------------------------------3 4 Order winners and qualifiers-------------------------------------------------3 5 Environment analysis---------------------------------------------------------3 6.1 external analysis--------------------------------------------------------------3 6.2 Forces analysis---------------------------------------------------------------3 6 main expectations-------------------------------------------------------------3 7.3 main expectation--------------------------------------------------------------3 7.4 improvement from the relationship with Flextronics---------------------3 7 key challenges-----------------------------------------------------------------3 8 key issues-----------------------------------------------------------------------3 Reference---------------------------------------------------------------------------3 Appendix---------------------------------------------------------------------------3 Abstract This report is based on the case study of Lego Group’s outsourcing journey...
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...Introduction & Company Overview Lego is the definition of the household name. The little brick has made itself an essential part of childhood around the world. The Lego Company, a multinational corporation was founded in 1932 in Jutland, Denmark. By 2009, it became the fifth largest manufacturer of toys by sales volume. The company had a workforce of over 7000, and was selling its products in over 130 countries. The core idea behind LEGO is to develop a line of marketing toys and accessories in the form of interlocking plastic bricks. Because plastic became readily available following the Second World War, Lego purchased its first plastic injection-molding machine in 1947. The plastic version of the Lego brick was born and patented in 1958. Modern bricks we still see today are comparable with ones made in the 1950s. During the 1970’s the foundation of the company’s manufacturing facilities and research and development department were established to keep the manufacturing methods up to date. A LEGO production plant was opened in Enfield, Connecticut in the United States. This growth enabled The LEGO Group to continue expanding their product and by 2007 divide their product line into six product segments including pre-school products, creative building, play themes, licensed products, Lego NXT, and LEGO Education. Fortune Magazine and the British Association of Toy Retailers named the Lego Group Company’s iconic brick the “Toy of the Century.” It was clear that the brand...
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...The LEGO Company in Asia 1 2 INTRODUCTION .................................................................................................................. 3 THE LEGO GROUP ............................................................................................................. 6 2.1 PRESENTATION ................................................................................................................ 6 2.2 HISTORY ............................................................................................................................ 7 STRUCTURE OF THE PROJECT ..................................................................................... 11 3.1 INTRODUCTORY PART .................................................................................................. 11 3.2 THEORETICAL PART ...................................................................................................... 12 3.3 EMPIRICAL PART ............................................................................................................ 12 3.4 ANALYTICAL PART ......................................................................................................... 13 METHODOLOGY ............................................................................................................... 14 4.1 CHOICE OF THEORY ...................................................................................................... 14 4.2 EMPIRICAL CHOICES .......................................
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...rage or to completely withdrawal from society. Post-traumatic stress disorder can break up families that have had the strongest bond and foundation. Post-traumatic stress disorder can affect any age of person ranging from the youngest victims of 9-11 or Hurricane Katrina to soldiers coming home from war. The case of Paul is a heart-wrenching story of a little boy whose world was turned upside-down within the matter of minutes. September 11, 2001 will forever be etched in his mind even if he never speaks on the memory again. In the 3,000 people the United States lost that tragic day, two of those people were Paul’s parents. Before September 11th, Paul’s family had just been another normal family by society’s description. His mother worked in the south tower, which fell first and his father was an assistant chief for the New York City Fire Department (Meyer, Chapman, & Weaver, 2009). Paul was five and his brother, Tom, was in second grade. Three out of five days Paul would go to kindergarten at his school in lower Manhattan, just a block away from the Twin Towers (Meyer, Chapman, & Weaver, 2009). The other two days Paul would go to his grandparent’s house instead. Paul had a normal upbringing. His parents were happily married for a decade and had upstanding careers. Dave had served his country for 15 years in the United States Air Force (Meyer, Chapman, & Weaver, 2009). Both boys, Paul and Tom, were healthy and had strong morals. They were real liked among...
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...DesIgnIng the OrganIzatIOn fOr User InnOvatIOn Peter Keinz • ChristoPh hienerth • ChristoPher LettL Abstract: there is increasing consensus among practitioners and academics alike that we are in the midst of a paradigm shift from producer-centered and internal innovation processes toward user-centered and open innovation processes. This paradigm shift induces significant changes to the design of organizations. Even though the research field of user innovation has been developing over a period of more than four decades, there have been only occasional intersections with the research field of organizational design. In this article, we aim to provide an integrated perspective of the two fields. We first identify major user innovation strategies. We then derive the implications for each user innovation strategy on key dimensions of organizational design. Keywords: User innovation; organization design the point of departure for this article is the growing literature around the phenomenon that companies are in the midst of a paradigm shift from closed, producer-centered ways of innovating to open, user-centered innovation processes (Chesbrough, 2003; von hippel, 2005). to improve innovation performance and increase competitiveness, more and more firms are employing user innovation strategies (von Hippel, 2005). Such strategies have proven to be of high value to almost every type of company; both start-ups and wellestablished companies, irrespective of the industry they are operating...
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...marketing works, but also how it relates to real decisions around the world. This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications. • Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking. • Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment. • Global Marketing ‘Svend Hollensen writes with real authority and insight having been involved in global marketing both as a manager and academic. His book provides a framework within which managers can develop their own approach to overseas markets, and is illustrated with cases and insights that aid understanding.’ Fifth Edition Global Marketing A decision-oriented approach Svend Hollensen Video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro...
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...convinced many nations to reconsider their energy policy. Despite all of this, globalization, even though criticized, is still active. Firms are moving to the new emerging economies in order to capture the consumption appetite of the growing middle classes. It is still relevant and important to put together all aspects of global strategic management. This third edition is still about global firms and global management. Its objective remains to help undergraduate and graduate students, as well as company executives, to understand the main issues that companies and their managers confront when they ‘go global’ or ‘manage globally’, and to cope with these issues. Data have been updated and several new cases and examples added. At the end of each chapter there are now one or two new ‘Mini-Cases’ that students may discuss in class. The book...
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...Toying with Indonesia’s Deforestation Andrew Wirawan Introduction to Environmental Studies April 2014 Introduction Indonesia is one of the world’s most forested countries with a wide variety of forest types. These forests are rich in biodiversity and unsurprisingly are an important livelihood source for a great number of people. Somewhere between 6 million and 30 million Indonesians are estimated to be directly dependent on forests (Sunderlin et al. 2000). As Indonesia is a developing country, the government is highly dependent on the forestry sector, as well as forestry-related sectors such as agriculture, estate crops, mining and logging. Consequently, during Indonesia’s history, its forests have been continually exploited, meaning deforestation and forest degradation have been inevitable. This paper will emphasize on deforestation caused by various world famous toy manufacturers, such as Mattel, Disney, Hasbro and Lego. The usage of MTH (Mixed Tropical Hardwood) in their packaging means rainforest clearance in Indonesia, since MTH is only pulped at commercial scales in Indonesia, mainly by APP (Asia Pulp & Paper). Not only deforestation is caused, but this deforestation is also pushing critically endangered wildlife like Sumatran tigers toward extinction and making climate change worse. The Producer: APP APP or Asia Pulp & Paper is one of the largest pulp and paper companies in the world. APP has its roots since the 1970s, and with the founder’s close...
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...Levi: A Child Case Study Mallory Howresko Klamath Community College Table of Contents INTRODUCTION 2 DATA COLLECTION 2 Child Information 2 Family Background 2 Medical History 2 Current Functioning 2 ANALYSIS/SYNTHESIS 2 Strengths and Weaknesses 2 How to Improve on Weaknesses 2 Reflection 2 OBSERVATIONS TOOLS AND SAMPLES 2 Rating Scale 2 Running Record 2 Anecdotal Record 2 Rubric 2 Work Samples 2 INTRODUCTION The following case study is on a young preschool boy. The study took place over 56 days. The observations were done at two places, Frenchglen School and Rock Creek Ranch. The observer was able to see and document how the preschool years impact a child’s physical, mental and emotional development. DATA COLLECTION Child Information This case study is on a young 4 year old Caucasian boy. For the sake of confidentially I will refer to him as “Levi” throughout this study. Levi M. was born on March 15, 2010 in Helena, Montana. He is four years old with blonde hair, brown eyes and a slim build. He weighs approximately 40 pounds and is 38.5 inches tall. Levi is full of energy, talkative and curious. He is incredibly outgoing and always eager to show you what he can do or say. He has a tendency to be a tad bossy, but has a huge heart. He loves anything cowboy and the color blue. Levi is an only child and lives at home with his father and mother. Family Background He lives with his mother and father on a ranch in Oregon. Their house is part of Rock Creek...
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...I. GENERAL INFORMATION ABOUT THE CHILD A. Developmental information. This child named Tina was born naturally in a hospital. She started to crawl at the age of six months and began sitting at the age of a year. Her speaking skills started to show when she is a year and a half old. According to her parents she doesn't have any inborn illnesses. She is talkative when in front of the relatives or people known to her but she's shy when in front of other people. She is very playful whenever she’s at school or at home. She is maturing and developing upwards as we observe her. B. Physical description. She has fair skin and long hair. Her eyes are brown. She is about 3 feet and a half in height. She is taller than her classmates. She has black hair. She has medium body built compared to her age. C. Selection of child. We selected this child based on her behavior and family background. Based on her behavior because we saw that her behavior towards school and her development in maturity is high. We also choose her because of family background due to the fact that family has a great factor in the child's development. D. Educational placement or setting. When we accompany the child in school we have noticed the colorful room and lots of play things like puzzles and musical instruments. The room is decorated by posters giving information about different subjects like math and science. The room can accommodate all the children in a class. It...
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...Industrial Promotion and Technology Branch TECHNOLOGY PAPER SERIES 6/05 Technology Transfer and Trade: The Toy Industry in India UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION I N D U S T R I A L P R O M OT I O N A N D T EC H N O LO GY B R A N C H Technology Transfer and Trade: The Toy Industry in India TECHNOLOGY PAPER SERIES TPS 6/05 December 2005 UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION Vienna, 2005 UNIDO Industrial Promotion and Technology Branch Technology Paper Series TPS No. 6/2005 December 2005 Technology Transfer & Trade in Toy Industry of India Copyright © 2004 by United Nations Industrial Development Organization (UNIDO) The designati ons employed and the presentation of the material in this document do not imply the expression of any opinion whatsoever on the part of the Secretariat of the United Nations Industrial Development Organization (UNIDO) concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. The responsibility for options expressed rests solely with the authors, and publication does not constitute an endorsement by UNIDO of the opinions expressed. This document has been produced without formal editing. The views expressed in this report do not necessarily reflect the views of the Secretariat of the United Nations Industrial Development Organization. Any indication of, or reference to, a country, institution...
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