Cristina Jane B.

Yap
4BAM-A
Case Study #1

LEGO Case Study

I. Time context: Year 2003-2004

II. Viewpoint: David Robertson

III. Central Problem: Lego Company Innovation System

IV. Objectives:

A. Must

1. To have an effective and excellent management team.

2. To improve the concept for product development.
3. To make or setting up a new target market.

B. Want

1. To make Lego brand to become the world’s strongest brand among families with children.
2. To develop an innovation matrix to assess potential and risk of different innovation.
3. To maintain profitability.
IV. Areas of Consideration; SWOT analysis

A.Internal Factors

a.Strengths

1. having David Robertson as new chief executive

2. licensing development group that create a style guide for licensed partners
3. employing someone to manage community volunteers for crowd sourcing
b. Weaknesses

1. kids were getting older sooner

2. Lego’s patent had expired leading to increased competition
3. too much innovation that waste their time
IV. Areas of Consideration; SWOT analysis
A.External Factor
a.Opportunities
1. New trends can open up new market for Lego.
2.
3.
b. Threats
1. Anyone who works at the Lego company and knows how to do it, will resign and move to rival
company.
2. Natural disasters affecting the economy and industries.
3. Competitors developing new technologies.

IV.Alternative Courses of Action

ACA 1 - Making the Lego company updated to latest trends

ACA2 - Setting up a new target like collector of collectible items. Only advantage is only few people

collecting Lego.

ACA3 – Letting the kids participate

VII. Recommendation