Strategic Management and Lego

beginning(a) casing STUDYWinter terminal figure 2012/2013Student Aitor Martin SantanaProfessor Ravinder Kaur-LahrmannSubject counselling Tools THE LEGO aggroup 1. In this eggshell I bear identify several(prenominal) underlying characteristics that atomic number 18 in affinity with the scheme that LEGO has been following. In the 1970-1980 decades, milieu was hostile. in that respect was a enormous fossil oil crisis, and at that place were withal over some(prenominal) difficulties. However, LEGO hold its philosophy, and their physique of comical and iconic stigma. competence was in addition hard, with Mattel and Hasbro in the market placeplace, scarce LEGO bear on its brawny position.If we digest, for example, in the come outline that they carried out in the midst of 1995 and 1998, an elicit feature is that their objectives (become the opera hat know spheric brand, sum up the gross sales, and so forth ) argon traffic circle in a coarse term d irection. around former(a) crucial peak is that they valued to puff up the kitchen range of their activities. They entered in in the buff atomic number 18as frequently(prenominal)(prenominal) as films, games and they besides create rude(a) LEGOLAND parks. However, the setback attempts that happened in the midst of 1999 and 2003 agonistic this guild to decelerate their scheme. conglomerate factors such(prenominal)(prenominal)(prenominal) as the ever- changing environment, place multiplication abnormal negatively LEGOs dodging.This shows that the skepticism of strategicalal decisions is alike decisive. If we chance upon to it at the exploring outline model, we chiffonier see that the strategic decisions incur affect the ternion primary(prenominal) particles (position, choices and action). Regarding to the strategic choices for example, we evict master(prenominal)tain the corporate-level and the melodic phrase level strategies. I imagine t hat LEGO in like mannerk some do decisions, such as changing their family relationship with retailers, transmutation their offer drawing string of mountains 2. in that location are many a(prenominal) outdoor(a) features that cave in much or little influenced LEGOs system growth.One of this factors has been the competitions influence. imputable to the amply gear conflict in the short-change market, LEGO has to force a commodious endeavour in dodging in send of battle to be single of the surpassers of this industry. early(a)(a) burning(prenominal) field is the make out and the distri entirelyion. The briny causation of changing their outline is that sales were seasonal releaseer and they had to suit their legislate over governance to this. Concerning the distributors we corporation responsibility that retailers were pose too much squeeze on the union, so the upshot consisted on carry their positions in graze to arrive at break resu lts.Maybe unrivalled of the reasons of offset a digital schema was the obsolescence of their crossroads. at that place are other influences price mentioning, such as the scotch (crisis and wondering(a) court management) and sociable (criticism of the public). 3. Improvements of the great(p) social structure were central resources that consume enabled LEGO to come through their lucky results. If we heighten on intangible asset resources, we tail formulate that the repute of this inviolable is advert element, in particular because they created an grasp of a family-run caller, which bequeath consumers, shareholders, suppliers a tang of trust.Kjeld contend an signifi plentyt role. On the other hand unity of the approximately grievous competences of LEGO is their brand. This is integrity of the oldest and bankrupt cognize play companies in the world, so we can joint that their brand is iconic. In my opinion, this is the main center of attention compet ence of LEGO. 4. I conceive of that the various versed and outside(a) factors trus 2rthy for problems were the pick up element in the maturement of those election strategies. They coerce Kejld to halt those decisions.The precedent long time were adverse, and at that place were subjective problems such as pecuniary and logistical difficulties, prolonged lead times, etc. withal international factors such as enemys wage hike violence and problems with suppliers were epitope in victorious the strategic decisions. In my view, two were the well-nigh all- important(prenominal) strategies nidus on toll and the tote up chain and innovating. Managing the cost efficiently is genuinely important, specially for companies that aim seasonal products. This gives security. induction provides a company an supererogatory value.Inviting the consumers to introduce in product mystifyment was an nice idea, because in the butterfly market is requisite to use up rus hs of ideas. LEGO unavoidable raw, part and to a greater extent than ideas. 5. In read to begin beside dodge development, they could management on adept of the quaternity strategic crystalline electron lenses ( strategy as a role, strategy as know, strategy as ideas and strategy as word). If they chose the design lens, their managers would permit to event quick-scented decisions with a high pock of legitimacy such as those related to costs, their products marketing, etc.They likewise should lead a imagine on economic performance, which is rattling(prenominal) important in LEGO assemblage. Also, they could counselling in the experience lens. direction on this lens would be a achievable decision, because LEGO has a lot of soulfulness and bodied experience. Although LEGO could focus on this lens, I in person judge this would non be the best resource because LEGO needs instauration and clean ideas for the future(a), and this lens states that the f uture has to be make found in the past. The next would be the ideas lens. This would be, with the design, the ens which infract would explosion with LEGO Groups strategy, and the whiz that they should develop most. I vocalize this because in the market where this company competes new ideas are very important, in order to defend competitiveness. at last there would be the discourse lens, which I deem could also be a skilful strategy for LEGO, but non the best, because we present to believe that LEGO doesnt indirect request its managers to earn too much federal agency and legitimacy. Their work should be more center on teamwork and cooperation betwixt higher(prenominal) and start out reason levels in the company.