Lego Group, Marketing and Operation Management Report Essays

FOUNDATIONS OF MANAGEMENT (PART A) LEGO Group Marketing and Operations Management Report Prepared: For: LEGO Group By: Éva Gaà ¡l On: 17 November 2008 Introduction At the request of the LEGO Company, this report advises the company on the expansion of its operation based on market segmentation, appropriate marketing mix, new product design and development, including total quality management for outsourcing new partners. LEGO Group is the fifth-largest toy manufacturer of the world and has operated successfully for 75 years; however, it has had some problems in the last couple of years. To solve these problems, LEGO introduced a seven-year strategy plan, which consists of some fundamental changes regarding to the†¦show more content†¦to identify new market opportunities and niches. Although there is a lack of quantitative research on the question of segmentation success factor, there are guidelines that divide 3 part (before - during – after) segmentation process, Kotler’s check-list and attractiveness criteria (Abratt,1993, cited in Dibb, 1998), (see Appendix 2.). The result of this analysis should then be applied in the development of the existing segments (e.g. targeting older age-groups 20+, enter into new markets e.g. in Asia or identify new segments) to make decisions about targeting and to determine positioning. (Dibb, 1998). 2./ Marketing Mix After the market has been successfully segmented, target segment selected, and positioning strategies created, the marketer needs to proceed with development of the marketing mix. (Goldsmith, 1999, p. 181). The marketing plan consists of the eight main elements below which are the major areas to achieve and expand the sales and profit goals (see Appendix 3.). Some of them are unique for Technic products (like product price) but some of them cannot be separated as they are associated to the brand (cost-effectiveness). Product LEGO’s vision is that the Group will increasingly refine and improve its product range toShow MoreRelatedSustainable Efforts for Innovation-Lego3165 Words   |  13 Pages1. Introduction LEGO is a combination of the Danish words â€Å"leg† and â€Å"godt†, meaning â€Å"play well†. As their name and ideal, Lego has been beloved by the children as well as the parents for decades. Not only as plastic toy bricks, but also effective educational tools, the LEGO Company enjoyed continuous growth and broaden the global brand value. The LEGO brand moved to third place in 2002/2003 with only Coca-cola and Kellogg having greater respect among families with children. Even though as theRead MoreLego Marketing Plan5478 Words   |  22 Pages28th May 2011 Ms. Jessy LEGO Group, 28, Jalan Senget, 10350 Kuala Lumpur. Dear Ms. Jessy, Enclosed is a report detailing the preparation steps needed to do before launching the products in the domestic market. As discussed during our meeting, I have also made recommendations tailored specially to your business’s need. The report provides background to the company and industry as well. Benefit and features of the product lines are also briefly explained. The report also provides in-depth analysisRead MoreCsr Lego3134 Words   |  13 Pagesamp; Sustainability Case Study The LEGO Group CSR amp; Sustainability Case Study The LEGO Group Introduction The LEGO Group is a privately held company based in Billund, Denmark. It was founded in 1932 by Ole Kirk Kristiansen, initially a small carpenter’s workshop (Lego Group, 2011). It has since grown into a modern, global enterprise that is now, in terms of sales, the world’s fourth-largest manufacturer of toys (Keynote, 2010). The LEGO Groups core product is a line of plastic, interconnectingRead MoreAn Evaluation Of The Business Lego2310 Words   |  10 PagesThe report being presented will deliver how consumers have an increased aspiration towards buying products from businesses that demonstrate corporate social responsibility (CSR). Legal compliance, environmental sustainability, social and ethical responsibility will be elaborated on and portrayed how they are incorporated throughout various businesses. Operations processes and strategies will be exemplified throughout the report and broken down further into the supply chain management, outsourcingRead MoreStrategic Analysis of Lego Essay4136 Words   |  17 Pages| Strategic Analysis of the LEGO Group of LEGO Group | | | Business Policy and corporate strategy 9th January 2012 Strategic Analysis of the LEGO Group Discussion and evaluation of strategies adopted by Lego during 1995-2009 Strategies adopted by Lego 1995-2009 Strategies are processes businesses carry out, the directions they take and the decisions they make to reach their goals (Thompson amp; Martin, 2005). Strategic models such as the Ansoff matrix can be used to aid companiesRead MoreLego Group12437 Words   |  50 PagesProgress Report The LEGO Group 09 www.LEGO.com Read about the Annual Report and the magazine The Brick on the back cover The Progress Report - what to expect The Progress Report is part of the overall reporting concept for the LEGO Group. The overall reporting setup consists of three independent publications that interconnect and together form the total 2009 reporting from the LEGO Group. Read more about the concept on the back cover of this report. The Progress Report, which you areRead MoreLego Case6045 Words   |  25 Pages.17 Executive Summary LEGO Group began in the workshop of Ole Kirk Christiansen, and has a long history which started with making wooden toys, plastic toys and then getting to the famous brick. Because of the foreign competition, many companies, including LEGO, had to reevaluate their strategies to regain competitive advantage. As a consequence, the current corporate vision in Lego energizes all employees. Furthermore, the bond between them and top management can make every decision becomeRead MoreLego Group3549 Words   |  15 PagesProject definition: LEGO is one of the largest companies in Denmark and a company with a very strong brand. But even so, their economy fell apart in 2003-2004 and we are interested in what they did wrong and what they did to turn their significant loss around to a profit in 2005. So our problem is: What caused LEGOs financial problems in and what did they do to turn it around? This is very relevant, because it shows how even one of the biggest brands in a market can’t afford to relax in any aspectRead MoreAnalysis of the Lego Group6852 Words   |  28 Pages2011 ANALYSIS OF THE LEGO GROUP Daniella Pascu Daniella Pascu Helvijs Smoteks Noelia Garcà ­a Csaba Precub Keystrokes: 27205 Teachers: Meg Sà ¸nderlund Peter Storm-Henningse Executive Summary This project is a case study of the LEGO1 Group to analyse the company ´s current situation, its future campaign strategy and its further potential of innovate development. The objective is to analyse the management strategy in an objective perspective and find out how a company such as LEGO reaches a certain desirableRead MoreBusiness Process Management Strategy2635 Words   |  11 Pages17 Appendix 18 Bibliography 19 Executive summary Purpose The purpose of this report is to examine the current situation of Omnicrons Pty Ltd Company and attempt to identify problems which result in declining sales and reduced profits since 2008. Methodology Research for this report is based on current literature about business process management and relevant companies, transcript of the management meeting, financial statements, and other miscellaneous information supplied by Omnicrons’