Lego Case Study

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The LEGO Case Study 2014 Dimensions of Strategy from John Ashcroft and Company experience worth sharing The LEGO Case Study - New for 2014 About the Author In 2003 and 2004 LEGO announced losses of over $400 million dollars on annual sales of just over $1 billion. The reorganisation plan announced in 2001 had begun to falter. The company was forced to take a hard look at every facet of the operation including costs, overheads, margins, sales, marketing and the product offer. John Ashcroft is an economist and expert in Corporate Strategy. The LEGO case study was developed in 2014 following the success of the Apple Case study. An extract from the Apple case study was published in the ninth edition of Johnson, Whittington, Scholes - Exploring Strategy 2011, considered by many to be the "bible" of corporate strategy texts. The Apple Case Study was the second most highly rated case study in the Exploring Strategy text book. ! ! Non performing assets, including the company's LEGOLAND parks were sold off. A radical plan for recovery and growth was introduced. ! Since then company revenues have increased from $1 billion to $4.5 billion [2013] and profits have soared to $1.5 billion before tax. The company's share of the world toy market has doubled from 2% in 2004 to over 5% in 2012. LEGO has overtaken HASBRO as the second largest toy manufacturer in the world. ! ! ! Author of The Saturday Economist, John publishes weekly updates and insights into headline economics news. Other web sites include The Saturday Economist, Dimensions of Strategy, The Apple Case Study, Social Media Experts and the host site John Ashcroft and Company. ! The textbook “Dimensions of Strategy” will be published in the Autumn of 2014. Check out the web site www.thelegocasestudy.com. How did LEGO achieve
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