1. Evgenii, Roelof & Sjoerd

2. TEN slides - TEN models
1. PESTLE
2. Porters five forces
3. Market life cycle
4. Value chain
5. Core problem
6. Confrontation matrix
7. Canvas model
8. Canvas model +5
9. International strategy
10. Ansoff's model

3. Mission, Vision & Brand Values
Mission: ‘Invent the future of
’
Vision: ‘Inspire and develop the builders of
Values:
• Imagination
• Creativity
• Quality
• Learning
’

4. Company History & Profile
1932 – Started by Kirk Kristiansen – “Only the best is good enough”
1958 – Plastic cubes were introduced – “There’s one word I can say - ‘plastics’
1966 – Lego train toy – “Who said you can’t have a train in your house?’
1968 – Legoland Park in Billund – “Now you can be LEGO too”
1988 – Lego World Cup – “Show the world how good you are”
1997 – Lego Video Game – “You won’t lose your bricks anymore
2012 – Four billion minifigures produced – “Now we are the world’s biggest
population group”

5. PEST analysis
• Adverse
geopolitical
representation
• Gender
neutrality
• Corporate tax
games
• Labor politics
• Currency
fluctuations
• Positive
economic
downturn
• Advanced
Economies
Growth
• OECD Fertility
Rates
• Targeting China
and India
• Renewable
Energy & Zero
Waste Prog-s
• Three
Dimensional
Printing
• Virtual Platform
Development
• Tablet & Mobile
Market

6. Five Forces Analysis
Threat of new entrants –
(patents, oil prices)
Threat of substitutes –
(simplicity, design, China)
Bargaining power of customers –
(B2B, retailers control)
Bargaining power of suppliers –
(Oil, Chem&film mkt, CoC)
Intensity of rivalry –
(distribution channels, online sales)
Complementors –
(Mega Blocks, Mattel, Oxford Toys)

7. Market Life Cycle

8. Value chain Model

9. Core problem
LEGO has only 1 product,
which is easy to copy.

10. SWOT analysis
Strenghts – iconic brand, product portfolio, experience
Weaknesses – size, easy to copy , only variations on one theme
Opportunities – NEM (Asia), complex logistics, complementors
Threats – trends, competition, lack of legal protection

11. Confrontation matrix
SWOT
Asia
Logistics Partners
Trends Legal
Competition
Brand
++
o
++
++
-
+
Portfolio
++
++
++
+
--
o
Experience
++
++
o
++
o
+
Size
+
o
+
--
+
+
Copy
--
o
-
o
--
--
Theme
o
o
+
--
o
--

12. CM
a o
n d
v e
a l
s
Disney
Warner
EA
Sony
Paramount
Schools
Producing
Promoting
R&D
HR
Inspiration
Brands
Production
Promotion
Lego
Duplo
Friends
Legoland
Games
Video
Movie
Education
R&D
Legoland & stores
CSR
Pick-a-brick
Design
Stores
Legoland
Schools
Purchases
Tickets
Children
Adults
Families
that are
themepark
visitors
Children in
schools
Advertising
Partnerships

13. CM
a o
n d
v e
a l
S
+5
Great wall
film company
Producing
Promoting
R&D
Annapurna
studios
School system
IKEA
Production
Promotion
Lego
Great Wall
Popular
movies/
characters
Bollywood
Furniture
HR
Inspiration
Brands
Art
Education
R&D
Legoland & stores
Stores
Legoland
Schools
Purchases
Tickets
Children
Adults
Families
that are
themepark
visitors
Children in
schools
Advertising
Partnerships

14. International strategy
HIGH
Coordination of
Activities
Mattel
LEGO
LOW
Oxford
Toys
Geographically
Dispersed
Configuration of
Activities
Geographically
Concentrated

15. Ansoff’s strategic diagnosis model
…

16. Strategic recommendations
• Invest in emerging markets (China, India, Mexico)
• Increase market share in Eastern Europe
• Expand ‘direct to customer’ activities
• Increase Product Placement in Movies
• Find more complementors & make exclusive agreements
• Expand Lego Friends segment