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Inside LEGO® – Brick by brick VIDEO ANALYSIS • • General aspect of the toy industry o Growth o Seasonality o Competitors o Technology complexity o Type of industry o Safety regulations o Future of the industry? ▪ Baby Boomers vs. Generation X vs. Millennial Generation? General information of the company o Location o History (wooden toys to plastic bricks) ▪ Evolution of the firm o Pre-strategy change company situation ▪ 3rd generation CEO family member ▪ o Company losing $1MM per year. Why? Too big? ▪ Company lost focus of the business core ▪ Too much diversification? ▪ Too many products? Post-strategy change company situation ▪ First non-family member CEO ▪ Company growing at 2-digits every year ▪ Largest toy producer in the world ▪ Mattel, Hasbro out of competition? ▪ Re-focusing product lines ▪ New hires forced to utilized few components (brick pieces) for new products Topics to be included in the written report: 1) Industry description, characteristics. Classify the toy industry in one of the 4 stages (introduction, growth, mature, decline) and explain. 2) Firm description. Pre-strategy situation and explain the main problems. 3) Describe and explain the applied strategy. Cost vs. Product differentiation, or both? 4) Firm description after the applying new strategy. Explain solution to the problems. 5) SWOT analysis for current situation of the firm. a. O-T considering the Porter’s 5 forces in the industry. b. S-W considering Resource-based view 6) Future of the firm. What do you think it will happen to LEGO in 5-7 years from now? 7) Any topic relevant to strengthen your arguments. Written report format and requirements: 1) Font and size: Times New Roman, 11 pt, single-spaced. 2) Number of pages: Minimum: 3 pages, Most likely: 4 pages, Upper limit: your motivation. 3) No cover pages or title pages. It will not count towards the page number requirements. No figures, graphs, or tables preferred (Those just use important space in any report). Use them if you really need them. They are not going to count towards the page limit. 4) ABSOLUTELY no copy/paste from any source. Maximum similarity to other sources (plagiarism): 20%.
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Running head: CASE ANALYSIS

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Inside LEGO-Brick by brick video analysis
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CASE ANALYSIS

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Toy Industry Analysis
The global toy industry has been an upward trend since 2008. The industry has been
growing at CAGR of 2.9% from 2008 to 2011. The data for 2011 is estimated. The domestic
toy industry is a low-growth but stable industry which is subject to a highly fragmented
distribution retail channel and is also mature. With low barriers to entry, the toy industry is
highly competitive. The traditional toy producers are facing increasing competitions from the
digital products and media as well as the digital gaming products which integrate the digital
play with the traditional analog products (Schultz and Hatch, 2003). The competitors include
marketers as well as small and large manufacturers with strong capabilities to recognize the
change in the customers' interests and availing new toys to the market to meet such interests.
Due to the nature of the selected market segmentation, the rise of video games and the
introduction of electronics in toys, the industry may not follow exactly the industry cycle
typical pattern.

Firm description
Many firms suffer because they lack identity. Comprehending who you are, having a
mission which fit the goals of the company, discovering your core values, and developing the
brand vision are sometimes regarded as being critical for the success of the business (Grant,
2016). The last 25 years or so have been a time of re-identification and soul-searching for

CASE ANALYSIS

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Lego despite the fact that it has built a large market share since its humble establishment in
1932. The Lego brand is strong as ever. The LEGO Company was built upon a vision that
"we should nurture the child within every one of us." This a timeless vision and the company
has remained true and built future success upon it. For the entire toy industry, 2000 had been a
very difficult year. The LEGO Company was impacted on despite the high points and much
strength it had because many, that included management and customers, believed to have lost
focus. The company planned to abandon or reduce some initiatives that were outside the core
business that included lifestyle products, wristwatches, and publishing. It also intended to
minimize the LEGOLAND parks and losses in software. The strategy was to refocus on the
LEGO brand through creativity and learning as well as stimulation of imagination (Legoff and
Sherman, 2006). That was what the children and parents expected from them. The company
continued to expand within the area as they apply a growth strategy with lower risk and huge
potential.
Applied strategy. Cost vs. Product differentiation
The company placed more focus on applying leading-edge technologies in the
manners which supported the values of LEGO brand like the extension of the “intelligent
brick” concept of LEGO MINDSTORMS. The “intelligent brick” concept of LEGO
MINDSTORMS opened up new ways to play and learn and initiatives like LEGO Studios that
placed the moviemaking power in the children’s hands (Grant, 2016). The company used
product differentiation to produce new and unique products such as development in the
BASIC and TECHNIC brands as well as the “power product” programme. The company
launched other new products such as Life on Mars, Harry Potter, and Bob Builder were new
ideas that offered children an opport...


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