Lego Group, Marketing and Operation Management Report

FOUNDATIONS OF MANAGEMENT (PART A) LEGO convocation Marketing and trading operations focusing promulgate Prep ard For LEGO pigeonholing By Eva Gaal On 17 zero(prenominal)ember 2008 Introduction At the request of the LEGO Company, this report advises the keep company on the elaboration of its operation establish on marketplace cleavage, appropriate merchandising mix, refreshful harvesting figure and emergence, including total pure tone steering for outsourcing recent partners. LEGO root is the fifth-largest play manufacturer of the world and has operated successfully for 75 historic period except, it has had few problems in the last couple of years.To solve these problems, LEGO unveild a seven-year strategy plan, which consists of some fundamental changes regarding to the actiones, procedures and structure of the company. This strategy so far has been executed successfully as shown in the financial results however, LEGO is going to face some more(prenominal) than challenges in the future. (LEGO Annual Report 2007, 2007). 1. / Market sectionalization Market divider is defined as the subdividing of a market into distinct and increasingly like subgroups of customers (FM-A, 2004, p. 3) and it centres on the assumption that customers demonstrate heterogeneity in their output preferences and buying conduct. (Green, 1977, Wind, 1978, cited in Dibb, 1998, p. 394). The business did actively segment its market (Dibb, 1998, p. 399), as LEGO identified itself from the very beginnings as a toy manufacturer it indeed automatically determined its merchandise divider approach. In the childrens toy market the primary part base is the age (the older the more hard return) however, the real buyers be the pargonnts (e. g. LEGO Duplo). Such an approach is popular because it is convenient, clear-out, easy to apply and stable over time. (Curran and Goodfellow, 1989, p. 23, cited in Dibb, 1998, p. 399). During the company operation LEGO identified more and more secondary segmentation variables (FM-A, 2004) such as gender (dollhouse for girls LEGO Belville and robots, football game stars for boys LEGO Sports, LEGO Racers), geographical area level of income and purchasing power (matured countries more abstruse products like Technic, Bionicle, explaining countries simple products like Duplo, Creative Building) education ( diametrical product rages for classroom education and for child development at home) psychographic, bearingstyle reflects the parents believe in the importance of education and creativeness of the LEGO products LEGO related its products directly to this segmentation group and positi wizardd them in the certain markets. Why is market segmentation crucial? Identification of market segments, physical product configurations and brand directing (LEGO positioned itself as a premium brand) are the most grievous decisions that companies face in the global marketplace. (Hassan et al. , 2003).LEGO identifi ed country- large-minded segments and targeted them with its products range, based around the importance of education and creativity. ordinary segments across country boundaries are assumeed as micro factors for values, attitudes, lifestyle and perception. (Hassan et al. , 2003). crimson if market segments offer be identified as LEGO did, it does not unavoidably mean they are attractive or that a suitable marketing mix can be designed for each segment. This can be one reason why LEGO had difficulties in early 2000, however, thither is a lack of quantifiable evidence about the impact of segmentation on business performance. Dibb, 1998, p. 396). The other reason could be that despite the substantially documented benefits which segmentation offers, businesses continue to encounter implementation difficulties. (Dibb, 1998) Marketers are victimisation intuition rather than systematic analysis to identify segments (Wind and Cardoza, 1974, cited in Dibb, 1998) travel along their c ompetitors (LEGO started to create high-tech toys) with the lack of critical analyses about their attractiveness to the business. By recommendation it is that LEGO should review its segmentation approach including identification of segment favourableness and life cycles (see appendage 1. collection of segments data global buyer based vs country based features and so forth to identify in the buff market opportunities and niches. Although there is a lack of quantitative research on the question of segmentation success factor, there are guidelines that divide 3 part (before during after) segmentation process, Kotlers check-list and attractiveness criteria (Abratt,1993, cited in Dibb, 1998), (see attachment 2. ). The result of this analysis should accordingly be applied in the development of the exist segments (e. g. argeting older age-groups 20+, enter into new markets e. g. in Asia or identify new segments) to mark decisions about targeting and to determine positioning. (Dibb , 1998). 2. / Marketing Mix After the market has been successfully segmented, target segment selected, and positioning strategies created, the marketer needs to proceed with development of the marketing mix. (Goldsmith, 1999, p. 181). The marketing plan consists of the eight main elements below which are the major areas to achieve and expand the sales and profit goals (see Appendix 3. ). rough of them are unique for Technic products (like product & outlay) solely some of them cannot be garbled as they are associated to the brand (cost-effectiveness). Product LEGOs vision is that the Group will increasingly refine and improve its product range to alter its new product range to compete (LEGO Annual Report 2007, 2007), for employment with the many electronic toys on the market, other companies are determined to pull ahead buyers. Therefore in the 1970s LEGO started to launch the Expert Builder sets, which include move like gears, axles and cogs, which could be employ to build wo rking models of vehicles and machines (e. . cars, trucks, tractor etc. ). These products were more advanced, therefore more suitable for teenagers (12+). They were designed to help children percolate creatively through with(predicate) play and to improve abilities to solve complex problems. In the 1980s the Expert Builder series was renamed to the Technic series. (Regani and George, 2007). By the early mid-nineties high-tech toys appeared in the market from other companies. Therefore the LEGO Technic series had to be improved to build robots and other automated or interactive systems to nutriment up with its competitors. PriceLEGOs unique position is based on the high feel, durability and safety of its products, utilizing a premium branding strategy where a higher(prenominal) price is associated, which therefore differentiates LEGO in relation to its competitors deep down the current market. The Technic products consist of more complex and special elements, therefore the exert ion cost is higher than the standard bricks. Customers are prepared to pay this higher price to get the added benefits of the special design product of LEGO. However, this higher price (? 60-? 120) completely fits into the LEGO products price range (? 20-? 200).Place LEGO uses the following channels to turn in their products (including LEGO Technic products) to customers (LEGO Annual Report 2007, 2007) distribution 2 centres in North America, two centres in Europe direct sale brand stores, mail secern business, online sales (e. g. Amazon) Promotion The LEGO brand is the sixth most well cognize brand in the world (HVG, 2004) and this gives competitive advantage against the competitors in the onward motion activity. LEGO is using to promote the Technic products through advertising during TV children programs (e. g. Off Roader) and through sales promotion (e. g. pecial online offers, Technic Gallery). Increasingly, online reviews written by satisfied customers are used to promot e their products. Other possibility to promote Technic products would be to build one of them in the brand store to demonstrate how it works. population Not alone in the production open LEGO maintained a high lumber, but also in the performance of the service for customers. By TECHNIC products is very valuable that appropriate training for employees is given due to the complexity of the products. Processes Lego products have to carry out all market standards regardless where they were manufactured. (Regani and George, 2007, p. 6). It also has to provide high eccentric technical support especially such a complex product as Technic and customer service. LEGO customer service was thus awarded the prize for shell Centre for Customer Service in Europe. (LEGO Annual Report 2007, 2007, p. 19). strong-arm evidence The high pure tone production of the LEGO product (ISO 14001) guarantees that the Technic toys can be easily assembled following the technical instructions and there are no missing parts and all elements fit perfectly well together. The assembled toy looks and works exactly as shown on the packaging.Personalisation As the newest element of the marketing mix, personalisation offers a change version of the brand. This has a direct impact on all other elements relevant to LEGO products. Customers who are unhappy with mass produced products can design their own individual TECHNIC product on the internet and inn this more personalised version online. However, personalised products may imply personalised prices. (Goldsmith, 1999, p181. ). 3. / New product design development It may be easier to develop a personal version of an existing product than to develop a wholly new product.New products come in five versions product receiptss, line extensions, brand extensions, new brands, and new-to-the-world innovations. (Peter and Donnelly, 1997, p. 125, cited in Goldsmith, 1999). From the very beginning LEGO shows a high commitment to new products innovation. When LEGO created the first non-toxic (ABS) interlocking plastic bricks in six different colours and launched their little yellow minifigure these were new innovations and create a base of their success as LEGO was named Products of the Century by mass magazine.The LEGO elements which have been manufactured since 1958 are fully compatible, therefore LEGO sets can be passed on from one generation to the next. (Regani and George, 2007). As childrens interests changed over the years LEGO had to design new high tech product ranges to keep up with the present technology. The product development takes place primarily at the companys Billund headquarter ( innate brainstorming), but the LEGO Group has bases all over the world to varan the latest trends, review of competitors products and also monitor the customers requirements and feedback. LEGO Company Profile, 2007). Innovation and creativity can be expensive and LEGO has lots of primary limitations of its product design therefore eac h design option must be evaluated and assessed against a set of design criteria. (FM-A, 2004). The new products have to comply with the existing ones. The new product has to fit to the production line, because to adjust or create a new production process has a high additional cost. LEGO Groups motto Only the best is good enough and to actualize this ambition all products have to comply with the appropriate safety and tincture standards.Several activities such as forest management, environmental (green) issues, preventive swear out and testing on mechanical, chemical, electrical properties to ensure the product is free from hazards. on with the high tech and licensed products LEGO should and indeed must concentrate on the development of its classic product lines (e. g. variety of product line extensions which are fit with the existing ones and wide range of possibilities of packaging (smaller supplementary parts are relatively cheaper for customers than bigger packs, etc. ). 4 . / Total persona management for new outsourcing partners It has a lot of elements therefore hard to find the ripe definition of TQM. There are some interpretations which concentrate on different aspects (FM-A, 2004) like participation and character circles (IshiKawa), quality cost, employee participation and motivation (Crosby), internal and external focus of customers, fitness for use (Juran) and Six Sigma (see Appendix 4. ). unrivalled of the overall definitions of TQM is n effective system for integrating the quality development, quality maintenance and quality improvement efforts of the various groups in an organisation so as to enable production and service at the most efficient levels which allow full customer satisfaction. (Feigenbaum,1986, cited in FM-A, 2004, p. 380). As definitions are wide and different in the practice the TQM is different company by company, however we could find some basic statements. LEGO is a good example of TQM as quality is the core of LEGOs a ctivity. fictional character is firmly rooted in our fundamental beliefs, or mission statement, or strategy goals, and our values.As a world leader in the field of quality experience, service, and products, we focus on the customers perception of quality. (Regani and George, 2007, p. 6). In reflects of competitiveness and being cost-effective, it was a strategic decision to outsource its large production to Flextronics. However, outsourcing includes risks can the quality and the time-management (JIT) be assured? What are the crucial factors of the LEGOs successful TQM which they should dead recommend to their outsourcing partners? Participation commitment at all levels Both parties have to participate to successful quality management. Senior and middle managers Should avoid Should consider autocracy support individualism team building (team spirit) restrict behaviour training Employees Employees involvement improves morale. (FM-A, 2004). We view the implementation of this p olicy as the shared responsibility of all LEGO employees. (Regani and George, 2007, p. 6). Culture Adopt a quality-conscious philosophy as LEGOs motto The best is good enough Organizational culture, LEGO found e. g. a department for Corporate whole step Control Training bring in training on the job self-improvement to be proud of their jobs. (FM-A, 2004). LEGO enforced a new competence model which defines the eight most important competences for LEGO employees and regularly asking their workers about their opinion of the process. Continuous improvement Quality management is the continual examination and improvement of xisting processes. (FM-A, 2004, p. 382). Not enough to introduce but also need to open the continuous improvement. As LEGO meets the highest quality standards they independently show how changeable the market is. LEGO takes care to stay street smart in the safety requirements (EU CE, ISO). Monitoring (including preventive activities) LEGO quality manage ment designing to prevent defective production (18 out of every million elements are defected) therefore have to assure quality in the production process internally and externally (quality assurance), rather than inspecting goods after they have been produced. FM-A, 2004). Although the high quality production which avoids defaults LEGO carries out regular inspections of production. What can LEGO provide the company they outsourced to with? sustenance A company quality manual may summarise the quality management policy and system. A procedures manual sets out the functions, structures and responsible for quality in each department. Detailed work instructions and specifications for how work should be carried out show how to achieve the desired quality standards. Training unified relationship (training in LEGOs place) Knowledge sharing train the flight simulator program (LEGO provide trainers) Monitoring LEGO can delegate people from its supervise team. Summary and conclusi ons Following the seven-year-strategy plan in the last couple of years, LEGOs situation has already stabilized. The further expansion of the operation is possible. LEGO needs to rethink their attractiveness of the market segments and approach them to identify new market opportunities and niches.By actively using the appropriate elements of marketing mix (not only the authorised 4Ps) and thinking about the product design possibilities they should also consider the existing competitive advantages of their product and the cost of fitting to the process involved. 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Total Quality Management, Vol. 12, No. 2, 2001, pp. 247-258. Appendix 1. pic Appendix 2. Kotlers check-list segments should beAbratt (1993) attractiveness criteria ability to reach buyers Appendix 3. The marketing mix Appendix 4. Six Sigma pic Segment profitability and life cycle Turnover Year 1970 1990 1958 2008 LEGO Brick LEGO Technic LEGO Star Wars Substantial Accessible measurable Stable Actionable Expected market growth Competitive position Market size Market fit with organisational objectives and resources Personalisation Product Price People Processes Place Physical evidence Promoti on The Marketing Plan disgrace reduction Yield improvement Customer delight Profitability improvement