LEGO
Reinventing (E-)Commerce
Amirkabir
University of Technology
San Francisco, USA | Hyderabad, India
Strictly Confidential. Limited circulation only.
The Lego Group, is a Danish family-owned
company based in Billund, Denmark.
The most profitable Toy Group within operating
income of US$1.8 billion (2015).
Here follows the three-act story of its evolution since it begun in 1932
Expantion of key resourses from
the patent to Movies and also
Video Games (like Star Wars(
LEGO is the inventor of LEGO bricks and used to
be under cover of patent protection from 1932 till
1982 for 50 years.
On top of that there was less interest in playing LEGO in new generation of
kids that grew up with video games or other tech products.
LEGO Kids
Performing
parking lot
People Account
Promotions
LEGO bricks
patent Application
Website
Website
maintenance
Sales
LEGO
sets
Licensing
Rights
Accessories
In in the 200’s lego was on the
verge of bankruptcy
Focusing on Atreamlining the
Operations rather Accessories
which was not that profitable
Transformation of Enterprise Architecture was
necessary due to companies age
Accessory Department was closed and it’s budget was invested in Legolands
project in order to ease the process of realm enlargement.
LEGO Kids
Performing
parking lot
People Account
Promotions
LEGO bricks
patent Application
Website
Website
maintenance
Sales
LEGO
sets
Licensing
Rights
Accessories
Streamlined
Operations
Changing customer segments
Alternation of concenteration to manage girls as
long as boys .
Atracting architects to develop their models by LEGO facilities.
LEGO Kids
Performing
parking lot
People Account
Promotions
LEGO bricks
patent Application
Website
Website
maintenance
Sales
LEGO
sets
Licensing
Rights
Accessories
Streamlined
Operations
Architects
Branding
Face improvement led to branding during the
late 2000s
Becoming an outstanding brand let lego to make Lego movies.
LEGO Kids
Performing
parking lot
People Account
Promotions
LEGO bricks
patent Application
Website
Website
maintenance
Sales
LEGO
sets
Licensing
Rights
Accessories
Streamlined
Operations
Architects
LEGO bricks
patent
Branding
Ali Masoumi
Farzan Dehbashi
Thank you !

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LEGO Reinventing (E-)Commerce (business model change)