...LEGO Paper: When we were looking for a company to present at the marketing pitch, LEGO was the first thing that came to our minds. Although being a toy company for mostly little children, people are fascinated with this company, especially with their brilliant marketing. The LEGO movie, which most of our group saw was the latest coup in LEGOS brilliant marketing strategy that perfectly connected both children and adults. In 2003 the company almost got bankrupt due to loosing sight of their core product. In 2004 the former Mc Kinsey consultant Jorgen Knudstorp took over as CEO and managed to turn around the company in a text book approach. From the time Knudstorp entered the company to 2010 LEGOS revenue had grown 165% in a stagnant toy market. By cutting costs, focusing on their core products and especially the developing new marketing strategies, the company managed to become the biggest toy maker in world in 2014, overtaking one of the biggest competitors Mattel. We constantly came up with new ideas, how to innovate LEGOS strategies, but soon found out that literally all of our suggestions have already been implemented. Our admiration for this company only grew along the way, although it was rather frustrating to get excited about a new idea, just to find out that LEGO has already done it. Everything from watches to furniture to clothing has been done before. Along the way of researching we stumbled upon LEGO education, a branch that was introduced in order to promote...
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...HBS’s The Lego Group: Publish or Protect? Innovation and Intellectual Property Project 10.12.2014 Lego Group is the worlds’ fourth largest toy manufacturer. Their core product is a construction play design which allows for bricks to interlock together to design pre-designed or unique creations. In terms of volume and precision, the company relays on their core competence of “high volume precision molding” and has developed further strategies and technologies to ensure their growth and success in the area. The company is therefore faced with the difficulty in deciding how to protect this internal process and technology. Should this information be patented, kept as a trade secret, or published? This paper explores the options and proposes a possible solution for Lego Group, through careful research and analysis. Table of Contents 1 Introduction 2 Main Body 3. Conclusion 4 Bibliography Who is Lego Group? Lego Group was founded in 1932 by Ole Kirk Kritiansen in Billund, Denmark. In the beginning Lego Group made wooden toys and later (1946) changed their production to plastic interlinking building bricks after purchasing their first Plastic Moulding Machine. Lego group states that the “brick is their most important product” and although they have continued their almost 100 year expansion their core product remains to be their brick. In 1958 their “stud-and tube” coupling system was...
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...performance Call: +1 323 892 0530 Email: support@qessays.com Country: USA Qessays Research Papers Term Papers Book Reports Custom Essays Editing Services ORDER NOW Q e ssays Live C hat Contact Us LEGO strategic management case study Share Tw eet 1 0 Search... Username When his son Godtfred took over the business LEGO products continued to gain popularity as the company started to make new products to go with the current needs and demand. One of the features of a strategy is that the decision must be satisfy the expectations and value of the stakeholders such as customers. This is evident from LEGO which has input all its efforts in the growth of the company through innovation of new products. In 1990s when Godtfred’s son had taken over the leadership of the company and the company had gone global to seek foreign markets, many competitors began to emerge. Sony, Visual Arts and Nintendo started producing sophisticated electronic toys and gadgets. The company through its new CEO Kjeld set new strategic objectives to ensure that its global brand became known among the fast maturing children. The company also decided to build more Password Remember Me Login Forgot your password? Forgot your username? Create an account RELATED ARTICLES Write my term paper Essay About Teen Drugs and Abuse Benefits of Enabling Networking Caching Reaction Papers Writing Tips Dissertation Writing OUR ADVANTAGES LEGOLAND parks in various countries...
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...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 products...
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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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...Emotional Benefits An emotional benefit relates to the ability of the brand to make the buyer or user of a brand feel something during the purchase process or user experience. “When I buy or use this brand, I feel ___.” Thus, a customer can feel safe in a Volvo, excited in a BMW, energetic with Coke or warm when receiving a Hallmark card. Evian, with its “Another day, another chance to feel healthy,” associated itself with the satisfied feeling that comes from a workout. Emotional benefits add richness and depth to the brand and the experience of owning and using the brand. Without the memories that Sun-Maid Raisins evoke, the brand would border on commodity status. The familiar red package links many users to happy days of helping Mom in the kitchen (or the idealized childhood for some who wished that they had such experiences). The result can be a different user experience, one with feelings, and a stronger brand. Self-expressive Benefits Brands and products, as symbols of a person’s self-concept, can provide a self- expressive benefit by providing a vehi- cle by which a person can express him- or herself. “When I buy or use this brand, I am___.” A brand does not have to be Harley to deliver self-expressive benefits. A person can be cool by buying clothes at Zara, successful by driving a Lexus, creative by using Apple, a nurturing mother by preparing Quaker Oats hot cereal, frugal and unpretentious by shopping at Kmart or adventurous and active by owning REI camping equipment...
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...the United Nations, corporate funders, and governments organizations. Though it is early to review the success of Negroponte’s OLPC initiative, it provides us with an opportunity to explore the implications for rethinking the roles and responsibilities of individual researchers as key ethical players in the equitable design and distribution of technology. With corporations seeking new consumers to distribute technology and bridge the rapidly shrinking digital divide, it’s valuable to ask these questions while there is still time for researchers to contribute their leadership, vision, historical perspective, and critical thinking to ethically inform and guide this process. This paper will review Negroponte’s contributions to HCI and explore linkages to historical figures of the field. In addition, this paper aims to critically review Negroponte’s influence as an advocate for universal usability and the OLPC project. Architecture Machine Group In 1967 Negroponte founded the Architecture Machine Group at MIT. Researchers in the group invented new concepts and developed new approaches to human-computer interaction. Inspired, in part, by Ivan Sutherland’s Sketchpad design interface, The Architecture Machine Group’s original focus was to create an architecture machine to help users design buildings without architects. Computer aided design programs, such as AutoCAD, that became widely utilized in the 1980s were influenced by the early work of Negroponte’s Architecture Machine Group...
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...Table of contents Abstract……………………………………………………………………….page 1 Introduction…………………………………………………………………...page 2 Basic green concept…………………………………………………...page 3 The importance of green business………………………...…………….page 3 Methodology…………………………………………………………………..page 4 Results…………………………………………………………………………page 5 Company 1……………………………………………………………..page 6 Company 2……………………………………………………………..page 7 Company 3……………………………………………………………..page 8 Company 4……………………………………………………………..page 9 Company 5……………………………………………………………..page 10 Discussion……………………………………………………………………...page 11 How a company be green to the environment?......................................page 12 Do a company have obligation to be green?...........................................page 14 Can a company become “green” while gaining...
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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 overall toy market faces challenges, LEGO’s revenue and profits are increasing rapidly, especially since 2005. This profitability didn’t change even in the current recession in the global market. The LEGO Group achieved record-breaking profits in 2011 that secured the health of the company. Interestingly, not far from this climb, the LEGO Group had a deep retreat in the late 1990s and the beginning of the 2000s. Major strategic efforts such as theme parks, Clikits craft sets (marketed to girls), Galidor (an action figure) couldn’t respond to management teams’ goal, and brought failure. As a result the LEGO group created bad financial results: their profit margin was -2.5 and Return on equity was -3.5 in 1998. What intrigues me, as one of thousands of enthusiastic users of its products, is a simple curiosity about what kind of sustainable efforts could enable the LEGO to survive from the turbulent recession and gain even better market share. In order to observe the effective management...
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...The LEGO Group Introduction Founded in 1932, the LEGO Group is a privately held company headquartered in Billund, Denmark. The vision of Lego Group is to “inspire children to explore and challenge their own creative potential”[1] Lego now ranks 4th in the world as a toy manufacturer. The Lego Group employs nearly 9,000 workers and its own product, Lego Brick can be found in over 130 countries. The financial performance of Lego declined drastically through the 1990’s and early 2000’s. In 2004, the company accumulated losses of DKK1.9 billion.[2] Therefore, Lego tried to implement some changes in order to cut the production cost and reverse the poor situation. In the last step of the process of restructuring Lego’s supply chain, the Group tried to close some of its’ own factories in Korea and Switzerland, upgrade the procurement process and outsource 80 percent of the production. Prior to outsourcing to Flextronics, production plants were located in high-cost countries including Denmark and Switzerland. Apart from the famous Brick, the company entered into other industries including computer games, clothing, licensed products and television. The product diversification was very large since they lost confidence in their core product. This catalyzed inefficiencies and confusion for customers. The result was a disastrous net loss and forced the company to find solutions to cut the cost and recapture the market share. In 2009, the Lego Group ended the outsourcing contract with Flextronics...
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...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 in, can benefit from incorporating the creative potential of “external” individuals and organizations into the innovation process (Bogers, afuah, & Bastian, 2010; hienerth, Keinz, & Lettl, 2011). research has devoted a great deal of attention to describing particular approaches, such as the lead-user method (Lüthje...
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...Articles Teaching Lean Manufacturing With Simulations and Games: A Survey and Future Directions Fazleena Badurdeen1, Philip Marksberry1, Arlie Hall1, and Bob Gregory1 Simulation & Gaming 41(4) 465–486 © 2010 SAGE Publications Reprints and permission: http://www. sagepub.com/journalsPermissions.nav DOI: 10.1177/1046878109334331 http://sg.sagepub.com Abstract Problem-based learning focuses on small groups using authentic problems as a means to help participants obtain knowledge and problem-solving skills. This approach makes problem-based learning ideal for teaching lean manufacturing, which is driven by a culture of problem solving that values learning as one key output of manufacturing production. Thus, simulations that organize participants in teams for realistic manufacturing production problem solving are widespread as a way to use problembased learning to teach lean manufacturing. But a critical assessment of existing simulations for lean manufacturing instruction has been lacking. Accordingly, a literature survey is conducted and existing simulations are classified according to their emphasis on lean tools or the overall lean system; the degree of their focus on soft skills, if any; and their area of application, whether academic or industry. Four gaps are found in existing simulation designs: lack of stress on soft skills, a mistaken focus on “linear lean,” misunderstanding of the key role of the facilitator, and lack of realism. Future directions for study and...
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...9-709-015 REV: OCTOBER 14, 2010 ARTHUR A. DAEMMRICH BENJAMIN KRAMARZ De enmark Globa k: alizatio and the We on elfare S State On April 5, 200 Lars Løkk Rasmussen was named prime mini n 09, ke n d ister of Denm mark followin the ng appoi intment of An nders Fogh R Rasmussen, p prime ministe since 2001, as secretary general of N er NATO. Thoug not related Lars Løkke had worked in Anders Fo gh d, e ogh’s governm ment, first as interior and h health minis ster and then as minister of finance. A he formed a new gove As d ernment, Lars Løkke soug to s ght develop a set of long-term economic and social plans that would keep Denma internatio l ark onally competitive, despite its large pu ublic sector an costly welf nd fare spending However, s g. short-term rea action to the worldwide economic do e ownturn dom minated policy discussions. A long-stan y . nding debate about joinin the Eurozo was given new saliency when the European Ce ng one n entral Bank lowered its ra on ate “refin nancing opera ations,” which provided liq h quidity to the Eurozone, ju days befor Lars Løkke took e ust re e office. Denmark was a member of the Europ w r pean Union but had retain its own cu ned urrency, the k krone. Likew wise, plans for rmulated a year ago to ex xpand the Dan nish workforc by looseni labor rule and ce ing es reduc cing welfare benefits had b b become unpop pular as unem mployment in ncreased. An nders Fogh Rasmussen had left a mixed legacy. Denm d d mark benefite from a balanced...
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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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...Online Exercises 1 1. The American Marketing Association (AMA) is the marketing discipline's primary professional organization. In addition to sponsoring academic research, publishing marketing literature, and organizing meetings of local businesspeople with student members, it helps individual members find employment in member firms. Visit the AMA web site athttp://www.marketingpower.com. a. What type of information is available on the AMA web site to assist students in planning their careers and finding jobs? b. If you joined a student chapter of the AMA, what benefits would you receive? c. What marketing mix variable does the AMA's Internet marketing effort best exemplify? 2. The Blue Cross Blue Shield Association of Independent Plans collectively provides insurance coverage for one in four Americans. To communicate with subscribers, potential customers, and others interested in the health-care industry, research and insurance coverage, Blue Cross has now developed a page on the World Wide Web. Explore this site now at http://www.bluecares.com . a. What types of information are available through Blue Cross's web page? b. How does Blue Cross's web page facilitate relationship marketing?c. What marketing mix variable do Blue Cross's Internet marketing efforts best exemplify? c. What marketing mix variable do Blue Cross's Internet marketing efforts best exemplify? Online Exercises 2 1. Internet analysts have praised Sony's web site as one of the best organized and most...
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