LEGO Strategic Analysis Case Study Report

User Generated

SyvtugWreel

Business Finance

Description

Introduction

This individual assignment will be assessed by means of a 3,000 maximum words report. The assignment has been designed to allow you to develop and use your knowledge and skills in understanding key strategic issues relating to LEGO. You will be required to apply the strategic concepts and analytical techniques studied in this module. All the learning outcomes below will be assessed:

1.Demonstrate critical understanding and application of relevant theories associated with global corporate policies and strategies.

2.Understand the holistic nature of strategy and apply analytical techniques to solve complex problems in real life organizations.

3.Demonstrate knowledge of the strategic decision making process through critical analysis of how strategic decision making enables an organisation to relate to its global business environment.

4.Critically evaluate and monitor the business mission, objectives and policies of international organisations.

5.Use critical reflective skills to reflect on the impact of their understanding on the problem solving process.

Task 

Your task is to carry out a critical analysis and evaluation of the strategies adopted by LEGO, using the information provided and other materials researched. You will be expected to select and apply appropriate theories, techniques and models studied during the module whilst having regard to the practical aspects of strategy development. Your assignment should be presented in a business report format and should be within the range 3,000 maximum words (excluding executive summary/abstract, references and relevant appendices). The report should include a title page and abstract and be fully and consistently referenced, using Harvard Referencing style. It is recommended that you research information additional to the case study to support your arguments. This may be obtained from a diverse range of sources and you are encouraged to research the issues in whichever way you deem appropriate.

Question One: Toy industry competitiveness

“We are on a burning platform, losing money with negative cash flow and a real risk of debt default which could lead to a break up of the company”. Fact finding is the first step to problem solving. That would require a back to basics review and assessment”.

Using the information in the case study, and relevant data/information from company annual reports, websites and related journals critically evaluate the nature of the competitive landscape faced by LEGO from its most relevant competitors. Discuss the extent to which you believe that industry dynamics had a significant impact on LEGO’s profitability during the period 1997 to 2006. [30 % marks] 

Question Two: Innovation and knowledge management

In the late 90s, LEGO’s market share had begun to decline. Kids were playing more with video games, and other toys, and LEGO wasn’t cool anymore. They decided that they had to disrupt themselves, before someone else did. Lego appointed turnaround specialist, Poul Plougmann, as the new CEO in October 1998. Plougmann launched a number of initiatives to achieve disruptive innovation at LEGO, but ultimately was not able to achieve a successful turnaround, and was replaced in January 2004 by Jørgen Vig Knudstorp, who succeeded where Plougmann had failed.

Using your understanding of sustaining innovation and disruptive innovation, critically analyse and compare the innovation strategies adopted by both CEOs. How did LEGO address the challenges of recruiting and retaining a skilful workforce?  [30 % marks]

Question Three: Corporate social responsibility

“When we design and engineer our toys, we strive to make them safe for children. We look to reduce their environmental impact and build them in facilities that adhere to high standards. We are committed to strong ethical and environmental performance both within our company and in our communities”, Mattel Citizenship website.

“It is at the very heart of our company to always strive to do better. We aspire to give children the best play experiences, to be the best partner to work with, to be the best workplace for our employees, and to be the best company for society”, Lego owner, Kjeld Kirk Kristiansen, 2015

Carry out a comparative analysis of the CSR strategies adopted by both Mattel and Lego.  [20 % marks]

Question Four: Expansion strategies and global competitiveness

In 2015, LEGO enjoyed an astounding growth of 25% in revenue ($5.2b) and 31% in net profits ($1.3b). Mattel sales dropped by 5% but they still retained the number one spot with $5.7b in revenue whereas Hasbro came in third with $4.45b in revenue. In 2016, Mattel and Hasbro (both US-based corporations) were rumoured to have discussions about a possible merger to take on LEGO though it is highly unlikely to happen.

As a strategic business consultant, what strategies would you recommend and what would be your advice to LEGO management to move forward and to take over the number one spot in the toy industry.

Explanation & Answer:
3000 Words
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Explanation & Answer

Attached.

Running Head: CASE STUDY

1

Student’s Name
Professor’s Name

Course Code

Date

CASE STUDY

2

Abstract
LEGO has been one of the oldest toy companies with its roots in Denmark. It was founded in early
1930's which was a shift from producing wooden toys to mass production of plastic ones. The
company had enjoyed a very successful time in business until 1998 when it recorded its first ever
loss in the Company's history. This loss was as a result of adoption of disruptive innovation by the
then CEO Paul Ploughman in a bid to increase production. Ploughman failed because, while the
production cost became high, the sales were deteriorating. This led the company to bankruptcy.
The company was rescued by Jorgen Vig who actively engaged the customers in his tenure as the
CEO and has really been able to reinstate the Company back to where it was initially.

CASE STUDY

3

Question One: Toy industry competitiveness
Since 1998, LEGO had been the leading organization in open-field innovativeness (Meiner,
2018, p. 1). It found success by sourcing new ideas from online fans as well as dedicated LEGO
community. However, as time elapsed, this success was diminishing due to the competitive toy
and games arena (Meiner, 2018, p. 1). LEGO Toy Company suffered a profitability blow between
1997 and 2003, which was characterized by loss of cash as well as negative cash flows which
risked the closure of the company. This was declared in 2003 by Jørgen Vig Knudstorp, who took
over as was company's Chief Executive Officer (Emarcy, 2014, p.1). This finding from the
company’s CEO was very critical to the success of the company since the finding was used as the
basis for assessment (Emercy, 2014, p.1).
The company faced a lot of competition from similar companies such as Mattel which
further catapulted their problems. Every company faces competition from similar firms in the
market and should therefore identify the most appropriate strategies that would ensure that they
remain competitive in the market (Mainer, 2018) . Although the company had a fruitful start,
competition from other companies risked its closure. Prior to this profitability blow, the company
has shifted its production line from their core production offering to a more expansive push which
included theme parks, branded apparel and other adjacent products. The negative cash flow would
not be expected in this company since, just a few years back, the company had introduced another
product, Mindstorm, which would be key in the Company's innovations process.
Profitable Innovation is a very critical aspect for the success of a company in the
competitive toy industry (Mainer, 2018, p.1). This is what LEGO should have exactly promoted.
LEGO's competitors, Hasbro and Mattel both faced declining sales as a result of making poor

CASE STUDY

4

product choices. Even after backing into innovations, LEGO still suffered a negative cash flow
and a profitability blow between 1997 and 2003, as the innovations were not profitable. The
Company costs were increasing while the bottom line was deteriorating. Around the same time,
the Chinese were able to copy LEGO's idea and could manufacture the same toys at a fraction of
a cost (Meiner, 2018, p.1).
The toy industry is a low growing and stable industry with very few barriers to entry. This
was one of the reasons why, despite the fact that LEGO Company enjoyed a fruitful period at the
start, other several competitors easily joined the market which threatened its stability. The
introduction of digital media and gaming products as well as a combination of a digital play with
the analog products by competitors really affected LEGO which meant that it had to immediately
change the type and model of toys it manufactured. The consumers' needs were highly shifting
during this period of time due to the introduction of technology. During this period of time, the
Company was actually focused on manufacturing the toys to match the changing desires of the
consumers rather than making sales on the available stock which lead to high costs of production.
The structural trends, particularly the demographic trends also increased the leve...


Anonymous
Great study resource, helped me a lot.

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4

Similar Content

Related Tags