Lego
Innovation
Lego Produced 2 movies
Culture
Ethics
Experimented digitally and physically
in differnt environments/externally
internally (in company)
They produced robots that engage physical and virtual play
- they can be controlled through an app when combining it with blutooth
Globalisation
opened management hubs in other countries eg. in Connecticut, USA. To expand the market .
Created movies to reach more modern societies
Core values: Creativity, Imagination, Fun, Learning, Quality & Care
Environmental
Had a partnership with Shell since the 60's
Partnership ended after a campaign from greenpeace
Produced certain products to movies eg: star wars
"LEGO people promise" A Great Company Culture Example: LEGO
Bricks are made 98% of Polyethylene made of sugar cane
Systematic creativity - Combine your experience and imagination to find the best solutions – now and in the future
Clutch power - Combine your experience and imagination to find the best solutions – now and in the future
Action ability - Be accountable, deliver what you promise and unlock your talent in the best interest of the company
Purpose Driven - Experience the pride, commitment and shared sense of responsibility to deliver our mission
Created games for phones and other devices like XBox or the Playstation to reach more modern societies
Much more sustainable than oil
Other
Lego refused to sell building blocks to a Chinese activist (Ai Wei Wei) that wanted to use them for an installation.
Producing themed Lego so Children in certain countries buy it (to fit to many different cultures).
Change
Strategy
Lego is part of the DIY movement. It encourages not only children, but also adults to generate their own creations
click to edit
1932 - The carpenter Ole Kirk Christiansen began making wooden toys in his workshop
1934 - Received the name ‘Lego’ (inspired by a Danish phrase meaning ‘play well’)
1947 - Expanded to producing plastic toys
1949 - An early prototype of the iconic bricks of today is first produced under the name ‘Automatic Binding Bricks’
1951 - Plastic toys accounted for half of Lego’s output
1954 - Christiansen’s son, Godtfred, had become junior managing director of the Lego Group
1958 - The modern Lego brick design was patented on January 28.
1969 - Lego ‘Duplo’ line was introduced
1978 - First minifigures are produced
2015 - Lego replaced Ferrari as the ‘world’s most powerful brand’ in February
When LEGO was first introduced to the market, there were several other companies involved in the market. However Lego added a little innovation to the ordinary building blocks (pins) and that led to its breakout (introduced in 1958)
Lego managed to transcend the general public’s overall dislike of plastic children’s toys as a result of Ole Kirk always encouraging his employees to never skimp on quality
Lego has expanded its market into emerging and frontier markets
Slogan - ‘The best is not too good’
This wasn't mentioned in their corporate sustainability report
Saw the immense potential in Lego and had conversations with overseas buyers
Bricks still had to be refined from a technical standpoint
Not very transparent
Much larger and simpler so as to appeal to younger children
Enterprise collaboration: partnerships with other brands.
LEGO was built on the Danish values of hard work, humility and teamwork.
never decline offers; immediately act upon them.
LEGO wants workers that are smart and talented that embrace the innovative spirit and enhance their fun and collaborative culture.
Workers have the opportunity to share your ideas and develop your career
Stakeholder Impact
Stakeholders won't have to worry about the company having to rely on a limited resource like oil.
The deal made millions of dollars each year, so stakeholders won't be happy about the cut of revenue
click to edit
Globalisation
Expanding the market by adapting to the modernisation and expanding to MEDCs by creating LEGO games and Movies.
click to edit
Fitting to certain Cultures by creating certain themed LEGO
Stakeholders that aren't directly involved in the company will have to worry about what other things LEGO is trying to hide.
Innovation
Through movies more interest for shareholder is created which means higher revenue and more profit and higher dividends
click to edit
Ethics
Strategy
Customers are pleased with collaboration projects
Shareholders
click to edit
Employees
Customers
The shell deal made millions of dollars each year, so stakeholders won't be happy about the cut of revenue.
The future of the company is safe because they don't need to rely on limited resources like oil. Employees will keep their jobs, shareholders will be happy about the positive image of the company and customers will be happy because it's an environmentally friendly product.
Stakeholders more interested as bigger market means more money is produced.
After the Ai Wei Wei incident, shareholders that aren't directly involved in the company will have to worry about what other things LEGO is trying to hide.
Stakeholders are more interested as LEGO expands its market as well as its revenue
LEGO Technic
Builds themed around varying countries. eg: Taj Mahal