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    Simbarashe Mashayamombe
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    The LEGO Case Study 2014 documents LEGO's financial struggles in the early 2000s. LEGO lost focus on its core toy business and pursued expensive distractions like LEGOLAND parks and retail stores. This, along with lack of profitability assessment and continuity planning, led to massive financial losses by 2003. Jorgen Knudstorp and Jesper Ovesen developed a 10-step action plan that focused LEGO back on its core business and brought new and old toy products. By 2013, LEGO had recovered to become the world's largest toy company again.

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    The LEGO Case Study 2014 documents LEGO's financial struggles in the early 2000s. LEGO lost focus on its core toy business and pursued expensive distractions like LEGOLAND parks and retail stores. This, along with lack of profitability assessment and continuity planning, led to massive financial losses by 2003. Jorgen Knudstorp and Jesper Ovesen developed a 10-step action plan that focused LEGO back on its core business and brought new and old toy products. By 2013, LEGO had recovered to become the world's largest toy company again.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    30 views7 pages

    Case Study Presentation 5

    Uploaded by

    Simbarashe Mashayamombe
    The LEGO Case Study 2014 documents LEGO's financial struggles in the early 2000s. LEGO lost focus on its core toy business and pursued expensive distractions like LEGOLAND parks and retail stores. This, along with lack of profitability assessment and continuity planning, led to massive financial losses by 2003. Jorgen Knudstorp and Jesper Ovesen developed a 10-step action plan that focused LEGO back on its core business and brought new and old toy products. By 2013, LEGO had recovered to become the world's largest toy company again.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
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    The LEGO Case Study 2014

    Case Study Presentation 5


    Chong Yi Fei
    Kavithira Rajan
    Kelly Tafadzwa Jekera
    Introduction and Background
     2000 – Difficult year for the entire industry
     2001 – New products launched
     2002 – Recovered to profit
     2003 – Massive fall
     LEGOLAND parks & LEGO brand stores – Expensive distractions
     Jorgen Knudstorp & Jesper Ovesen – The saviors
     10 steps action plan
     2013 – World’s largest toy company
    What are causes of the entire failure of
    LEGO?
    Lost focus on core business

    LEGOLAND parks & retail stores


    Causes

    No profitability assessment

    Lack of continuity planning & follow through

    Intensified competition

    Failure in management strategy


    What are the adjacencies that LEGO had
    been chasing?
    What are the strategies that LEGO used
    to make profit again?

    Demographic way of marketing

    Proper action plan

    Bring back old products


    What are the reasons contributed to the
    failure of LEGOLAND parks?
    Write a review on the action plan that
    has been established by Knudstorp.
     The action plan includes:

     Attack cost base

     Shed theme parks

     Relaunch DUPLO

     Understand the end user

     Close to the customer

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