Lego Case Study

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Lego LEGO Group was founded in 1932 by Ole Kirk Kristiansen. It was started as a family business producing wooden toys in the city of Billund,Denmark.The LEGO brick which is the company’s most important product was invented by Godtfred Kirk Christiansen in 1958 (son of the company founder). It has been praised as “Toy of the Century” by the British Association of Toy Retailers Over the years, the company stretches beyond productions of toys .It offers a diverse portfolio of products and services including video games, apparel and theme parks. As part of the strategy to grow its worldwide vicinity, the LEGO Group announces that main offices will be established in London (England),Enfield (USA),Singapore and Shanghai (China) in addition to the headquarters in Billund (Denmark). The company values imagination, creativity, fun and quality in hoping to build toys that nurture children’s life and preparing them to be better adults .Lego got its name from the first two letters of the Danish words “leg godt” meaning “play well” and coincidentally, Lego in latin means “i assemble”. The LEGO Group is currently led by Jørgen Vig Knudstorp (CEO) along with 4 other members of the Management Board, a 21-member Corporate Management and a board of directors Content 1.Overview of the toy industry 2.Strategy Analysis 3.External Environment Overview Toy Industry Today 's toy manufacturers keep pace with the

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