Course Code:BUS204

Faculty: Parvez Mahmud

PRESENTED BY:

Mustarina Afroz (182011137)

Md Sifat Hossain (172011155)
Nudrat Zaheen (173011078)
Mir Mohammad Asir Uddin (172011134)
MD. Toufiq Ahmed (172011083)
Let's think...
 1932 1951

1 Lo

5 6
1949
3

1934
2
4 1958

1958
Competitors
● Lego has many competitors, including other "binding-brick" style toys such as Mega
Blocks as well as virtually all other toy manufacturer on the market.

● But in the final analysis, LEGO has virtually no competitors.

● That is because the quality of Lego's product is unparalleled. The company is rather
like Apple. Lego fans will buy only Lego.

● The LEGO Group has cultivated an unprecedented level of brand loyalty. That is why
the company has seemingly defied market forces. The value of the company is
directly tied to the quality of its product.
LEGO CSR
STRATEGY
Sustainability: Plant-based plastic

Sourced from sugar cane will go on sale

this year. The new pieces will make up less
than 2% of the total amount of plastic
produced by LEGO.

LEGO’s CSR Global ranking

LEGO is the top company in some

major countries also beating other
major companies such as Google,
Microsoft, Rolex,etc.
 Greenpeace campaign

Published a statement that committing to not renew the co-promotion contract

with Shell

During Greenpeace’s three-month

campaign, which included tiny protest
scenes at LEGOland and an emotional
video, more than a million people signed a
petition calling on LEGO to stop promoting
Shell’s brand because of its plans to drill
for oil in the pristine Arctic.
Marketing & Promotion
RECOMMENDATION
• Expand e-commerce business and shipping
worldwide
• Increase localization of supply chain to bring
down logistics costs
• Increase the volume and speed of
information sharing across the supply chain
CONCLUSION
● Financial position
● Customers
● Inefficiencies in the supply
● Key factors