DIGITAL TRANSFORMATION:

LEGO

TINU SAMUEL JOHN

STUDENT ID: 104235
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INTRODUCTION

• LEGO- Founded in Denmark (1932) by Ole Kirk Christiansen.

• LEGO taken from Danish words “Leg Godt” - Play Well.
• Initial product was wooden toys.
• 1949 – Plastic toys and 1958 – Bricks
• Initially market focus was on Denmark but in 1960 they started expanding.

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THE BRAND FRAMEWORK

Fig1: Brand framework of LEGO (lego, 2020).

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CRISIS PERIOD

• Patent expired in 1988.

• Loss market because of digital and online games.
• Tried varieties in the colour elements of bricks.
• Opened theme parks in different countries.
• Company was near to bankruptcy in 2004

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TOP RATED GAMES OF LEGO

• Marvel Super Heroes

• Harry Potter Series
• Star Wars: The Complete Saga
• Batman 1 & 2

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CRISIS

Fig2: Line graph showing the number of elements at different years(Coban, 2013).

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SWOT ANALYSIS

Fig3: SWOT analysis of LEGO(Coban, 2013).

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STRATEGIC PLAN

• Mission – “Inspire and develop the builders of tomorrow.”

• Vision – “Inventing the future of play.”
• Organisation uses – Growth strategy and Innovation strategy.
• Growth strategy - Increase the market share in U.S, Eastern Europe.
• Innovation strategy – Creating new innovative products.

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DIGITAL FRAMEWORK

• LEGO follows an agile framework – SaFe.

• With SaFe the organisation structure was reconstructed.
• Faster response time.
• Cross-functional Team – Portfolio, Program and Team level.

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 Fig4: Overview of SaFe (scaledagileframework, 2020).
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RESULTS OF SAFE

Fig5: Results of SaFe framework(scaledagileframework, 2020).

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DIGITISATION IN LEGO

• Digitisation of toys.
• Digital engagement with customers.
• Creating LEGO fan pages.
• Marketing through digital media.

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CONCLUSION

• Organisation should change their traditional way of approach

• Increased competition in the market.
• Impact of SaFe in LEGO was positive.

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REFERENCES

Bhasin, H. (2019, May 19). marketing91. Retrieved from https://www.marketing91.com/swot-analysis-lego/

Foster, E. (2019, July 19). medium. Retrieved from https://medium.com/serviceclarity-kpis/6-benefits-of-applying-scaled-agile-framework-31
Hynninen, S. (2019, June 25). tietoevry. Retrieved from https://www.tietoevry.com/en/blog/2019/06/benefits-of-scaled-agile-framework-sa
Krush, A. (2018, January 13). objectstyle. Retrieved from https://www.objectstyle.com/agile/scaled-agile-success-story-lessons
Lego. (2020, November). Retrieved from https://www.lego.com/en-us/aboutus/lego-group/the-lego-brand/
M. L. Frigo, R. J. (2009). ebrary. Retrieved from https://ebrary.net/9823/management/lego_group#:~:text=The%20LEGO%20Group's%20mis
Mindtools. (2020). Retrieved from https://www.mindtools.com/pages/article/newTMC_05.htm
Peter Andersen, J. W. (2016). Transforming the LEGO Group for the Digital Economy. 17.
Rosenberg, J. (2019, February 05). thoughtco. Retrieved from https://www.thoughtco.com/lego-toy-bricks-first-introduced-1779349
Scaledagile. (2020, December). Retrieved from https://www.scaledagile.com/customer-stories/
Scaledagileframework. (2020). Retrieved from https://www.scaledagileframework.com/posters/
Sommer, A. F. (2019). Agile Transformation at LEGO Group. 11.

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