Essay about The Globalization Of Lego : A History And Study

Essay about The Globalization Of Lego : A History And Study

Length: 1605 words (4.6 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

Spencer Richmond
Ms. Hemm
8.2 Writing
Research Paper Final Draft
May 23, 2016

The Globalization of LEGO: A History and Study

Introduction
The original Darth Maul minifigure is so rare and sought after because he is only in six sets. This is an example of brilliant marketing by LEGO because it makes the people that want him pay more and buy more LEGO sets. LEGO successfully globalized through the use of growth strategies, innovation strategies, and effective marketing such as this to become one of the world’s biggest toy empires.

Background
Legos are plastic toys that are very popular in all places that they are sold. LEGO was founded “in 1932 in Denmark, when Ole Kirk Kristiansen founded a small factory for making wooden toys.” It was not until 1947 that “he discovered that plastic was the ideal material for toy production and bought the first injection molding machine in Denmark.” Along with a novel product, LEGO also had an interesting management style. Often in Danish culture “there are a few clear goals and lots of leeway to achieve them.” This means that few clear goals are given and no parameters are put up, which allows employees to find creative solutions and new approaches to problems. LEGO is a major proponent of this type of management, which allowed it to globalize without being slowed down by barriers of their own creation.

Growth Strategies
LEGO uses many growth strategies in order to reach the global market effectively. One strategy is to identify and focus on selling to markets in which LEGO has not yet saturated the market. For example, in the United States market “many Americans may think they buy a lot of LEGO products, but they buy only about a third of what Germans buy.” This means, for LEGO...


... middle of paper ...


... of how LEGO was successful, but of how globalization of companies also leads to the globalization of ideas and culture. For the world, LEGO’s growth allows people from different cultures to find a way to connect. This globalization should be encouraged because it will lead to a more understanding, peaceful world, piece by piece.
Works Cited

Peacock, Seth. “The LEGO© System Makes Co-Creation Painless for The LEGO© Group.”
VCU Honors College. VCU, 2016. Web. 5-4/16.
.
"Awesome! 'Lego Dimensions ' Combining Bricks And Franchises". Apnewsarchive.com. N. p.,
2016. Web. 4 May 2016.
"For Lego, Content Builds Retail Sales And Engagement - Chiefmarketer". Chiefmarketer. N. p.,
2015. Web. 4 May 2016.
"How Lego Became The Apple Of Toys". Fast Company. N. p., 2015. Web. 4 May 2016.
Imanet.org. N. p., 2016. Web. 4 May 2016.
Y-project.info. N. p., 2016. Web. 4 May 2016.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Analysis Of The Book ' Lego ' Essay

- To begin I will tell the history of Lego. Master carpenter Ole Kirk Kristiansen opens the doors of his business in 1932, in the village of Billund, Denmark. He made stepladders, ironing boards, stools and wooden toys. His son, Godtfred Kirk Christiansen, started to work in the business at the age of 12. In 1934, Ole Kirk Kristiansen Company and his products now adopt the name LEGO, formed from the Danish words "LEg GOdt" ("play well"). After some time, they realized that in Latin the word "LEg GOdt" means, "I put together"....   [tags: Lego, Lego Group, Kjeld Kirk Kristiansen]

Strong Essays
1527 words (4.4 pages)

Essay on Lego 's Mission, Aspiration And Values

- I. Introduction 1. LEGO 's brief history LEGO is actually an abbreviation of Danish word “LEg GOdt”, which translates to “play well” in english, which is their primary motive. Founded in 1932 by Kirk Kristiansen in his small wooden craftsman cabin, LEGO was born. In 1949 the creation of the binding bricks, which we commonly know today as LEGO’s, was made and mass produced through their plastic moulding machine. Now about 80 years later, the company has noticeably progressed. LEGO products are now sold in over 140 countries and LEGO movies and shows are available....   [tags: Lego, Lego Group, Billund, Denmark]

Strong Essays
1241 words (3.5 pages)

The LEGO Ad Essay

- LEGO the world biggest conglomerate of toy production fight for its consumers?. This concept is illustrated in the advertisements, used by LEGO. To illustrate, one of LEGO ads introduces the concept of child with healthy mind, who doesn't watch violence and awful things on TV, because he/she plays with none violent and harmless LEGO toys. The LEGO advertisement targets the significant part of population, people who have children, such as parents, grandparents and all other relatives. It uses methods of persuasion, indicated in Hirschberg's article, like pathos in picture, logos in copy and ethos showing the name of company(1)....   [tags: LEGO Toys, TV Violence]

Strong Essays
870 words (2.5 pages)

Essay on Lego Builders Of Tomorrow : Case Study

- Oday Alyatim Case Study: 2 Prof Ferber Lego Builders of Tomorrow The company LEGO has been around since 1949 (Wiki), and has created a dominate market for plastic blocks used by kids of all ages, but has been losing interest in children since then. So LEGO and 360PR had an idea to reestablish themselves as a brand with the youth by encouraging parents to force them on their kids. The campaign was called Builders of tomorrow. After doing research among parents, and how they get info about parenting tips, LEGO implemented their dialogue to parents through a website....   [tags: Mother, Parent, Child, Primary research]

Strong Essays
764 words (2.2 pages)

Case Study Analysis Of Globalization Of Starbucks Essay

- Homework Two: Case Analysis of the Globalization of Starbucks Introduction The smell that wakes most people up combined with friendly service is guaranteed to be a game changer. Around most corners in big cities worldwide, there is a Starbucks waiting to welcome in a customer. It has become one of the brands most cherished not only in America but across the globe. Why is that. Globalization, not happy with simply spreading across the United States Starbucks decided to branch out into the unknown....   [tags: Coffee, Starbucks, Globalization, Trade]

Strong Essays
1383 words (4 pages)

Lego City And Its Impact On The Company Essay

- With all of the designing that was happening in the company, it helped to shrink its profits. Lego City was a popular toy for children but the redesigning shrank the sales and attention the product was once getting. A worker of Lego said it well when he said, “Management was to blame, the same people who were doing crappy products then are making world-class products today” (Greene). Essentially the managers and higher up executives didn’t communication what direction the company should be going....   [tags: Lego, Toy, Marketing, Product management]

Strong Essays
1670 words (4.8 pages)

The Globalization of Sports Essays

- Sport is an ever growing aspect of our cultures, and as the access to different avenues of sport begin to present themselves we question the ability of sport organizations to expand globally. This review of literature will examine different avenues of sport and the research that has been done in regards to their effort to expand on a global scale. Arguably one of the most successful avenues of sport to expand globally is soccer. Soccer is played in more countries(204) than any other sport. (Klein, 2008) A perfect example of soccer as a brand that has expanded globally is Manchester United....   [tags: Globalization, Sports]

Strong Essays
2161 words (6.2 pages)

Globalization : A Vision General About Globalization Essay

- A continuation you can see a vision general about Globalization. This is not more that study Global Citizenship. You can see in these explorations a correlation in former global. Globalization is a complex and multifaceted phenomenon. It is the process of international integration as a product of exchange of world views, products ideas and other aspects of culture. It is the process of international integration as a product of change of world .Globalization can do the different People because this creates economic and political positive with your technology....   [tags: Globalization, Economics, Culture]

Strong Essays
1446 words (4.1 pages)

Historiography of Globalization Essay

- The study of globalization is a lengthy and complicated one. Referring to globalization in terms of Archaic, Proto, and Modern is not helpful because doing so contributes to the myth of globalization forged purely by dramatic new linkages by the Europeans in the face of a diminishing role of older connections. I will define each stage of globalization with regard to the current model, the onrush of each stage of globalization in terms of older patterns in both India and China, and finally how the British empire took advantage of these preexistent linkages to bring about Modern globalization in both India and China;all in hopes of dispelling the Eurocentrism present in the current explanatio...   [tags: Globalization Essays]

Strong Essays
1564 words (4.5 pages)

Globalisation Essay

- When using Chanel’s cosmetics, when drinking Danone yogurt with breakfast, when driving Ford motor the way home, global brands which are highly visible symbol of the increasing integration of world market, could been discovered around everywhere. As Thomas L. Friedman (2005) states, ‘World is flat!’, which means world is being shrunk by the spreading of globalisation. Globalisation, a result of social development, can be described as the increase in cross-broader trade and influence on the economic and social behaviour of nation states (David Begg, 2003:272)....   [tags: Globalization Economics Analysis Marketing]

Free Essays
1695 words (4.8 pages)