Lego Swot Analysis

Lego is a popular toy company known and seen by many. However, they weren’t always profitable. They, like many other companies, ran into hardships. This was mostly done by the lack of a proper strategy and loss of the company’s identification. Strategies are the upmost important to have in a business. In addition a strategy is only as good as it is implemented. A strategy that isn’t followed isn’t effective. This was one of the problems that Lego had. Lego is the play on the Danish words “leg godt” which means “play well” (Mortensen). The company was founded in 1932. The founder of the company is Ole Kirt Kristiansen. Lego has been a family company and is now owned by Kjeld Kirt Kristiansen, the grandson of Ole. The company started out as a carpenter’s workshop and now over the past 80 years has grown into a global enterprise. It was in 1935 that the first Lego wooden duck was manufactured. In 1934 the company name is officially known as Lego. Also in 1932 the company location is in Billund, Denmark. At this point in time the company manufactured ironing boards, stools, stepladder, and wooden toys. As far as technology goes, in 1946 the company was the first in Denmark to purchase a plastic molding machine. In addition it has grown into the world’s largest toy manufacturers. The most important part of the Lego brand is the classic brick. The current …show more content…
There have been three generations of families that have bought Legos and built with it (Greene). In addition the red and white logo is identified by many. There were 105,000 pieces made every 60 seconds in 2013. In addition the company is one of leading manufacturer of tires (over $50 billion a year). Of course the tires are for Lego tires, not actual size automobiles. A Lego product is sold every 10 seconds. That’s approximately 8,640 Lego products sold every day! This demonstrates the firm’s success is changing strategy after its shortcoming in the