Strategisk analyse af Legos vækstmuligheder i Asien

Lasse Nørreskov Andersen

Student thesis: Diploma thesis


The purpose of this thesis is to make a strategic analysis of LEGO. This is done to find out what options they have for growth in Asia. LEGO has realized that ifthey want a higher growth, it must be made through Asia since the population here has had great growth in GDP, leading to their customer segment has increased significantly each year. These markets have some opportunities that LEGO can try to take advantage of, using their internal strengths. On the basis of an accounting analysis it has been clarified that LEGO has a healthy economy, although it is not as strong as first anticipated, because of the increasing production costs, which may have an impact on their ability to enter the Asian market. If LEGO want to penetrate the Asian markets, it is important to relate to consumers' behavior patterns, which means that LEGO will have to maintain the appropriate licenses for production, while developing products that give children developing learning skills. In addition, LEGO have a strategy, that they will not buy companies to create the desired growth, but instead it must come organically, which may have longer outlook. Which also means that LEGO may feel obliged to bring a production plant in the country near their market, to deliver their products within their own timescale goals. To do this it is important to have the right organization, which has meant that LEGO has divided their organization into five divisions, each with their own area of responsibility. This is furthermore done to get a more easily communication throughout the organization. LEGO is having focus on the communication because it is the employees, who create LEGO and the innovative ideas. LEGO has therefore this great attention on their employees, because LEGO wants them to “pull” together. This pride in their employees has given them the motto -­ "the best is never to good" which describe LEGOs vision perfect.

EducationsGraduate Diploma in Accounting and Financial Management, (Diploma Programme) Final Thesis
Publication date2012
Number of pages104