LEGO AS - Strategic SWOT Analysis Review by GlobalData

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									                                     LEGO A/S - Strategic SWOT Analysis Review
        Reference Code: GDCPG33578SA                                                                                         Publication Date: AUG 2012

          Aastvej 1                                          Phone             +45 79 506070                    Revenue         18,731 (million DKK)
          Billund, Syddanmark                                Fax               +45 75 338377                    Net Profit      NA
          7190                                               Website           www.lego.com                     Employees       9,374
                                                                                                                                Consumer         Packaged
          Denmark                                            Exchange                                           Industry
                                                                                                                                Goods

       Company Overview
       LEGO A/S (Lego) is a privately-held consumer product company engaged in the manufacture and distribution of a wide range of
       toys, video games and online games. Lego is a subsidiary of KIRKBI A/S. The company also offers children's creativity
       development products, play materials and teaching materials for children. The company markets its products under the brand
       name LEGO. The company has manufacturing facilities in Denmark, Hungary, Czech Republic, Mexico, the US, Germany and
       the UK. The company’s products are sold in more than 130 countries. The company, together with its subsidiaries, operates in
       Europe, Americas, Africa, Asia and Australia. Lego is headquartered in Billund, Denmark.
       Key Executives                                                             SWOT Analysis
                      Name                               Title                     LEGO A/S, SWOT Analysis
         Niels Jacobsen                    Chairman                                Strengths                            Weaknesses
         Kjeld Kirk Kristiansen            Deputy Chairman
                                                                                   Strong Product and Brand             Product Recall
         Thomas Kirk Kristiansen           Director                                Portfolio
                                                                                                                        Increasing Non-Cash
         Caroline          Soeborg Director
                                                                                   Steady Growth in Revenues            Component
         Ahlefeldt-Laurvig-Bille
         Kare Schultz                      Director
        Source: Company Website, Primary and Secondary Research,
                                                                                   Opportunities                        Threats
        GlobalData
                                                                                   Strategic Agreements and             Highly Competitive
                                                                                   Collaborations                       Environment
        Key Competitors
         Mattel UK Ltd.                                                            Product Innovations                  Stringent Rules and
                                                                                                                        Regulations
         Hasbro UK Ltd
         Geobra Brandstatter GmbH & Co KG
                                                                                  Source: Company Website, Primary and Secondary Research, GlobalData
         Simba Toys GmbH & Co. KG
        K'NEX Industries, Inc.
        Source: Company Website, Primary and Secondary Research,
        GlobalData


       Recent Developments

       Jan 18, 2011                  Businesses And Non-Profit Organizations To Develop First Global Consumer Label For Companies
                                     Using Wind Energy, WindMade
       Source: Annual Report, Company Website, Primary and Secondary Research, GlobalData




LEGO A/S - Strategic SWOT Analysis Review                                                                                    Reference Code: GDCPG33578SA
Source : www.globalcompanyintelligence.com                                                                                                                  Page 1
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       Table of Contents
       Table of Contents ............................................................................................................................................................................... 2
          List of Tables .................................................................................................................................................................................. 3
       Section 1 - About the Company.......................................................................................................................................................... 4
       LEGO A/S - Key Facts........................................................................................................................................................................ 4
       LEGO A/S - Key Employees............................................................................................................................................................... 5
       LEGO A/S - Key Employee Biographies............................................................................................................................................. 6
       LEGO A/S - Major Products and Services .......................................................................................................................................... 7
       LEGO A/S - History ............................................................................................................................................................................ 8
       LEGO A/S - Company Statement ..................................................................................................................................................... 10
       LEGO A/S - Locations And Subsidiaries .......................................................................................................................................... 13
          Head Office ................................................................................................................................................................................... 13
          Other Locations & Subsidiaries ..................................................................................................................................................... 13
       Section 2 – Company Analysis ......................................................................................................................................................... 15
       LEGO A/S - Business Description .................................................................................................................................................... 15
       LEGO A/S - Corporate Strategy ....................................................................................................................................................... 16
       LEGO A/S - SWOT Analysis ............................................................................................................................................................ 17
          SWOT Analysis - Overview........................................................................................................................................................... 17
          LEGO A/S - Strengths................................................................................................................................................................... 17
             Strength - Strong Product and Brand Portfolio .......................................................................................................................... 17
             Strength - Steady Growth in Revenues ..................................................................................................................................... 17
             Strength - Diversified Geographical Presence .......................................................................................................................... 17
          LEGO A/S - Weaknesses ............................................................................................................................................................. 17
             Weakness - Product Recall ....................................................................................................................................................... 17
             Weakness - Increasing Non-Cash Component ......................................................................................................................... 18
          LEGO A/S - Opportunities............................................................................................................................................................. 18
             Opportunity - Strategic Agreements and Collaborations ........................................................................................................... 18
             Opportunity - Product Innovations ............................................................................................................................................. 18
             Opportunity - Positive Trends in Children’s Play Patterns ......................................................................................................... 18
          LEGO A/S - Threats ...................................................................................................................................................................... 18
             Threat - Highly Competitive Environment .................................................................................................................................. 18
             Threat - Stringent Rules and Regulations ................................................................................................................................. 19
             Threat - Global Economic Scenario........................................................................................................................................... 19
       LEGO A/S - Key Competitors ................................................................................................
								
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