Lego Research Paper

One of the most controversial stereotypes was yellowface. White American actors often donned yellowface to portray Asian characters: one notable example is that of Mickey Rooney in Breakfast at Tiffany’s. Rooney’s performance was characterized by taped eyes, fake teeth, and painted skin (Huh 21). These characteristics meant to capitalize on the race of the character: by changing his appearance to include

The word "Lego" comes from the Danish words "Leg godt" meaning "Play well". As stated above, the company started with wooden toys. In 1947, the owner of the company, Ole Kirk Kristiansen, bought a plastic injection machine. It was very expensive, but they made a lot more money using it. In 1954, the new owner of the company decided to make the Lego bricks connect with any set made so that the options of what to make were almost unlimited. In 1960, a fire started in the factory, destroying most of the wooden toys and multiple plans for other ones. This made the company focus entirely on the plastic bricks. Nearly 100 years

They felt as though the characters were mostly lighter skinned and the Barbie brand decided to put a character in there who was not darker skinned, but more like brown. I feel as though a lot of companies will not make darker dolls that much, and we do not see them as much biased on how society see’s skin color. What is the problem? Is it that America is afraid of the blackness. Speaking of being afraid of the blackness, my sister once was on the playground and the Spice girls were a big hit in the 90’s.

Both children and adult usually think that a black Barbie is alternative Barbie doll. This is enforced through the signature Barbie dolls on billboards, boxes, clothing, games, and everything else Barbie was featured on, with white skin, blonde hair, and blue

2) Which of the generic strategies does Lego appear to be using based on this case? Provide support of your choice.

The Lego Group tried to catch up the market trends during the period, but they ignored that the industry total profit pool decreased by 50% Between 1999 and 2003. It's naturally for players to reduce mass production and focus on core competency. However, the Lego Group invested significantly in expansion not only in brick-based product lines, but also beyond the brick. The expansion was not focusing on its core competency.

2. Which of the generic strategies does LEGO appear to be using based on this case? Provide support for your choice.

Operationally, LEGO manufactured a wide range of products (many of which were ephemeral, with a life of 12-18 months), sought to supply retailers large and small in the countries it served, and strived to provide short delivery times. Since demand fluctuations could reach 30%, LEGO had to maintain stocks of products, both completed and work in progress (WIP), in order to meet the customer needs for flexibility and quick delivery. The characteristics of the LEGO operations process in place can be shown in a 4Vs typology diagram:

Today the brand of LEGO seems to be as ever expanding as the product itself, but with a life span of just over 82 years the company must have had to adapt and change in this ever expanding world. Even just over the past 20 years things have moved on so rapidly especially in terms of technology. 20 years ago the first full-length animated film was a year away from the cinema (Toy Story: USA release – November 22nd 1995), Sony released the first PlayStation in Japan (December 3rd 1994) and the top selling toy at Christmas was the ‘Mighty Morphin Power Ranger’ Toys.

LEGO Group was formed by a carpenter Ole Kirk Christiansen in 1932 in Billund, Denmark. The Word, LEGO was meant to attract kids of various age groups, it is derived from Danish phrase, “leg godt” meaning: “Play well”. Initially LEGO was produced as a wooden brick, with their motto, “Only the best is the best.” The LEGO Brick was produced in 1958 composed of interlocking tubes that offered unlimited building opportunities. The purpose of The LEGO Brick was to inspire creative and controlled problem solving, while adhering to common curiosity using your everyday imagination (Sandgaard Jensen). It was awarded “Toy of the century” by Fortune Magazine, as well as British Association of Toy Retailers. LEGOs was sold in more than 130 countries. A couple major products include: Pre-school products LEGO DUPLO, Play Themes LEGO city line, BIONICLE, and many more Licensed Products built up around movies or books also including a LEGO Education Board game. Market sizes category US, Australia, United Kingdom, New

My aim in this section is to convey my views regarding the fact that Lego is a global superpower in the toy industry. I will be analysing and evaluating the business strategies Lego has been incorporating in the last decade.

LEGO is a company that has a lot of strengths as well as weaknesses when based upon a SWOT analysis. Lego has a brand image that is very strong and well known. Not only created for toys for children but created with the mindset of having an educational purpose. As stated on page two of the case, “in order to help market the product to children and parents, the sets were creatively designed in collaboration with the Danish Road Safety Council to help teach children about traffic safety.” This not only helped children learn young about the rules of the road but also gained parents trust. Another strength for LEGO is that their toys are good quality. They are hard to break and when being built stayed together but also came apart easily when it was time to clean up. They referred to this as “clutch power.” Last of many strengths is LEGO is constantly being innovative. There are always new play themes, LEGOLAND theme park, LEGO movies and video games. Though many strengths, LEGO does have some weaknesses.

LEGO is one of the largest companies in Denmark and a company with a very strong brand. But even so, their economy fell apart in 2003-2004 and we are interested in what they did wrong and what they did to turn their significant loss around to a profit in 2005. So our problem is:

LEGO started in 1932, when a father and his sons began designing wooden toys. The idea started out very small, but they ended up becoming one of the biggest toy leaders in the world. Although they are a huge success and known globally today, that does not mean they never encountered roadblocks; they actually ran into quite a few, including competitors, lawsuits, and loss of revenue (Bigus, 2011). Like every company, LEGO brand has their strengths, weaknesses, opportunities and threats, presented using a SWOT analysis (Rothaermel, 2017, p. 130).

The RMS Titanic was a British passenger liner that sank in the North Atlantic Ocean after striking an iceberg on April 15th, 1912 during it’s maiden voyage from Southampton to New York City. The ship was owned by White Star Line and was the second of three Olympic-class ocean liners built and owned by White Star. The Titanic was the largest ship afloat at the time and had been nicknamed the “ship of dreams” and “unsinkable”. There was an estimated 2,224 passengers and crew members aboard the ship and more than 1,500 died, making the Titanic’s sinking one of the deadliest commercial peacetime maritime disasters in modern history. Some of the world’s wealthiest individuals were onboard, as well as hundreds of emigrants from Britain, Ireland, Scandinavia, and other areas in Europe that were looking for a better life in the United States. The ship had advanced safety features such as watertight compartments and remotely activated watertight doors, but there were not enough lifeboats aboard. There were only enough lifeboats for 1,178 people, which was slightly more than half of the number of passengers aboard at the time of its sinking, and only one third of the ships total capacity.