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LEGO strategy analysis

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

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