Etude de cas de LEGO

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Kjeld Kirk Christiansen got a long-term perspective and is doing everything he can for his family company.

Kjeld Kirk Christiansen is considered as an intrapreneur with its ability to discover new opportunities in toy market and to make it possible by using new tendencies and new technologies. Thanks to that, it brings value to the market and strengthens its position compared to its competitors. He is proactive by innovating and creating new toys willing to attract more customers.

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The column.

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The guy on the bench.

- Summary of lessons learned from the case and suggestions for future management action

To sum up, Kjeld Kirk Christiansen is really good and the company innovates where it was hard to innovate and got imagination with bricks. LEGO invest lots of time and sure money to understand changes in children’s tastes. Their mission is “To inspire children to explore and challenge their own creative potential”.

What I would suggest to LEGO it’s to keep being diversifying its market because with a brick, you can’t last for years. So by taking into consideration that connected devices, online websites and games are growing and are part of our world know, they should keep developing toys around this themes. Connected products are already taking place in our market, and LEGO could enjoy this segment, with the contest and BIONICLES, LEGO could develop something very specific for example develop a drone that you would build with bricks but including the specific technology. But also, as it is the origin of LEGO, keeping all of what they are doing with the virtual community on internet, the contest around robots worldwide and the sessions in Concept Labs with children to analyze, the future tendencies and always be need the children’s.

To me, LEGO is a great example of a company, who started with a “basic” product, and who tried to be creative and competitive in the market, to make their product a bit more fun.