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)
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
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