Marketing Analysis of the Lego Group

BASIC INFORMATION ABOUT THE COMPANY
The LEGO group is a privately held company founded in 1932
by Ole Kirk Kristiansen;
The LEGO Group is the worlds fifth largest manufacturer of
play materials;
The LEGO Group head office is in Billund, Denmark but they
have subsidiaries and branches throughout the world, and LEGO products are sold in more than 130 countries;
The LEGO Group has approximately 8,000 employees;
Thanks to the growth generated during 2009, the LEGO Group’s global market share at the end of 2009 amounts to approximately 4.8%.

Mission
“Inspire and develop the builders of tomorrow”
Our ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future - experiencing the endless human possibility.

Goals
Zero product recalls;
To be a top 10 company on employee safety globally before the end of 2015;
Support learning to 101 million children in 2015;
Explore the opportunity of becoming fully reliant on renewable energy;
Work towards elimination of waste

Product portfolio
LEGO products can be grouped into a number of categories:
Pre-school products: LEGO Duplo
Creative buildings: LEGO Creator
Play themes: LEGO City
Licensed products: LEGO Harry Potter/ Star Wars/ Indiana Jones etc.


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