LEGO_Presentation

HistoryofLEGO•LEGO’founder—OleKirkChristiansen•Hewasbornin1891inDenmark.•Hewasacarpenter.•In1934,hedesignedthetrademark“Lego”.ThisnamecamefromDanish“Leg-Godt”anditwasmeaning“toplaywell”inEnglishand“buildingandpilingup”inLatin.•In1954thisnamewasregistered.ThefirstdevelopmentandexpansionofLEGO•April9,1940,DenmarkwasoccupiedbyGermany.•Firstly,thegovernmentbannedimportsoftoys.•Secondly,thegovernmentbannedtheuseofmetalandrubberintoys.•From1940to1942,theoutputofLegoalmostdoubled.•In1942,afirealmostmadeLegofactorybecomeruins.Underhisfamilyandemployees’help,theyrebuiltthecompany.•AftertheWorldWarII,plasticbecomethenewmaterialsandtechnology.In1947,Legoenteredintoaplasticera.Fromthelate1940s,Legobecameafamilyenterprise.OleKirkChristiansen’sfoursonshadjoinedthecompany.•CarlGeorgewasresponsibleforplasticproduction.•Goldsteinwasresponsibleforwoodentoysproduction.•Jonwasresponsiblefortransport.•Fredbeganasanassistantchiefexecutive.•Atthistime,theyalsohaddevelopedintoasmallfactorywithover140employees.In1953thecompanystartedcooperationwithaplasticfactoryinNorway.LegotoysbegantoproductandsaleinNorway.BusinessDevelopment•In1980s,Legogroupbegantoextendtheproductionlinetotheeducation.Today,thedepartmenthasrenamedDacta.•Untilthe1980s,pirategroupdominatedLegogroupandmadeitbecomethemostsuccessfulinthewholeproductionlineandoneofthebestsellersofbuildingblocks.•Otherideassuchasdepot(Duplo)andtechnologygroupalsostartedtohaveputintoproduction,andexampleshavefamousdepotzooandTECHNICcars.•Legoalsostartedtodevelopchildren'sclothes.•Legonotonlyconcentrateonbuildingblock,butalsooncomputergames,suchasEGOLoco,LEGOChess,LEGOCreatorandLEGOHarryPotter.Nowadays,Legohasbecomepopularallovertheworld.Legohasmarketshareinover130countries.ItisestimatedthatthenumberofchildrenwhohaveLegotoysismorethan300million.EnvironmentalAnalysisDemographicEnvironment(Millions)Source:UnitedNations,DepartmentofEconomicandSocialAffairs,PopulationDivision(2011):WorldPopulationProspects:The2010Revision.NewYorkEconomicEnvironmentRankingofdisposableincomepercapitabynationEurope49%Asia30%NorthAmerica7%Oceania7%LatinAmerica7%EuropeAsiaNorthAmericaOceaniaLatinAmericaSource:AnnualTotalPersonalAverageIncomeinConstant2005InternationalDollarsTechnologicalEnvironmentSource:MarketLineIndustryProfile,GlobalToysandGames,January2012MarketAnalysisSomeStatisticsofGlobalMarket1.19billionLegoelementsareproducedperyear2.In2010,Legogroupmadeaprofit$2.6billion3.BoomingsalesinChina(50%growthofsalein2010)Lego’sProducta.Toysb.Videogamesc.Filmsd.TVshowse.BooksFilms1.MostofthecharactersaremadeofLegobricks2.CooperationwithWarnerBrothers.etc3.Success(eg.VideogameofLegoBatmanwassoldmorethan12millionunitssince2008)ThemeParks(Legoland)1.StrongLegocharacters2.SuccessfulpromotionofLegobrand(eg.LegolandFloridaattractsapproximately1.5millionvisitorsannuallyandin2010generated$1.3billioninrevenue)ProductFeature•Colorful•Creative•Durable•EasyToAssemble•FunLegoBricksRelatedproductsandservices•LegoVideoGame•ThemeParks•Films,TelevisionProducts•Books,Magazines•BoardGames•Websites•Children’sclothesPlacement•Retailstore•OnlineretailerDirectlyorIndirectly•LogisticsSystem1.Manufacturing2.SalesPromotion•AdvertisingTV,Internet,Newspapers,andBillboards•SalesPromotionCouponsandDiscounts•PublicRelationsPublicRelations•LEGOClub•LEGOeducation•LEGODesignbyME•LEGOInsideTour•AdultLEGOfans•ProgramPriceLegoproductsareexpensiverelativetoothertoysFoundation•Cost•History•Specialconcept•Emotionelement•LicensedproductlinesStrengthsandWeaknessesofLEGO•LEGOisanoldcompanywithacolorfulhistory.•It’shistoryspansoveracentury.•LEGObrickswerepopularamongstchildrenfromthebeginningofthecompany.•Theyareaclassicandtimelesstoy.•TheLEGObrickshavebeenthemainproductsincethebeginningofthecompany•Theyareaclassictoy.•Oldtechnologywanesinpopularity•DeclineofLegoduetonewtechnology•VideoGamespopularin21stCenturyWeaknessStrength•Innovationandtechnologicalgrowth.•Collaborationwitheducationalinstitutionsandmediabusinesses.•Notafraidtoenternewindustry.VideoGames,Films,Television•Adaptsandchangeswithenvironment.