LEGO Reinventing (E-)Commerce (business model change)
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The Lego Group is a Danish family-owned toy company known for Lego bricks. It has evolved significantly since 1932 when it was founded. In the 2000s, Lego was on the verge of bankruptcy but focused on streamlining operations by closing its unprofitable accessories department and investing in Legolands. This transformation helped the company grow. Lego also changed its focus to attract both girls and boys, and recruited architects to develop new models. Further branding and licensing deals, such as Lego movies, helped Lego become an outstanding global brand.
LEGO Reinventing (E-)Commerce (business model change)
- 1. LEGO Reinventing (E-)Commerce Amirkabir University of Technology
- 2. 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
- 3. Expantion of key resourses from the patent to Movies and also Video Games (like Star Wars(
- 4. 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.
- 5. LEGO Kids Performing parking lot People Account Promotions LEGO bricks patent Application Website Website maintenance Sales LEGO sets Licensing Rights Accessories
- 6. In in the 200’s lego was on the verge of bankruptcy
- 7. Focusing on Atreamlining the Operations rather Accessories which was not that profitable
- 8. 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.
- 9. LEGO Kids Performing parking lot People Account Promotions LEGO bricks patent Application Website Website maintenance Sales LEGO sets Licensing Rights Accessories Streamlined Operations
- 11. Alternation of concenteration to manage girls as long as boys . Atracting architects to develop their models by LEGO facilities.
- 12. LEGO Kids Performing parking lot People Account Promotions LEGO bricks patent Application Website Website maintenance Sales LEGO sets Licensing Rights Accessories Streamlined Operations Architects
- 13. Branding
- 14. Face improvement led to branding during the late 2000s Becoming an outstanding brand let lego to make Lego movies.
- 15. 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
- 16. Ali Masoumi Farzan Dehbashi Thank you !