LEGO strategy analysis
Analysis of the LEGO® Group, including industry (PEST, competitors, customers segments, attractiveness and key success factors), organizational (core competencies and strategic fit) and strategic analysis (products-markets, vertical integration and internationalization).
As a conclusion, some blue ocean strategies are characterized as diversification options.
Report prepared to the exam of Strategic Management.
LEGO Strategy Analysis – Strategic Management
The Lisbon MBA
December 10, 2012
Additional materials:
How LEGO Built Up From Innovation Rubble, Scott Davis on Forbes
Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry, David Robertson, Bill Breen, Crown Business, 2013
Leadership Lessons From LEGO, John Kotter on Forbes
How Legos Licensed the Universe, Elise Craig on Wired, 06.Feb.2014
‘Everything is awesome’ for Lego, Financial Times, 27.Feb.2014
Brick by Brick: Inside Lego, Bloomberg TV, 17.Apr.2014
LEGO Group history from 1932 to 1968, made to celebrate the 80th anniversary of the company:
New Lego headquarters design in Denmark, 20.Oct.2016
Pedro Antao Alves 