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LEGO: A Strategic Analysis

As part of a university assignment, Brickset member Luke Kliment wrote a piece about the LEGO Company and felt it would be of interest to readers here. He writes:

"I am currently a Senior at Indiana University’s Kelley School of Business majoring in Finance and Business Law. For the capstone project in my Strategic Management course, I was tasked with applying class concepts of business strategy to a firm or industry of our choosing – naturally, I chose LEGO.

"In total there were around 20 key topics discussed in the course, but in order to respect the page limit and general outlines provided by our Professor, I only touched on what I felt to be the 4 most prominent, applicable concepts.

"I don't think any of the information included is news to anyone here – and I know the report itself is by no means perfect – but I thought it might be interesting to see it applied in this type of context."

You can download it as a PDF or view images after the break.

Continue reading »

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