CASE STUDY : LEGO
MOHD AKMAL
NURUL FARHANA
SYAHIRAH
Q1: HOW DID THE IS AND THE ORGANIZATION DESIGN
IMPLEMENTED BY KNUDSTOCK ALIGN WITH THE
CHANGES IN BUSINESS STRATEGY
• INFORMATION SYSTEM LEGO USE SAP AND IBM
• ORGANIZATION DESIGN
•
OFFER INCENTIVE FOR EMPLOYEES PRODUCT DESIGN AND IMPROVES
INNOVATION
• IMPLEMENT ON KEY PERFORMANCE INDEX (KPI)
• FOCUSED ON INNOVATION
AND CREATIVITY
Q2: WHICH OF GENERIC STRATEGIES DOES LEGO
APPEAR TO BE USING BASED ON THIS CASE? PROVIDE
SUPPORT FOR YOUR CHOICE.
• COST LEADERSHIP > REDUCE PRODUCTION COST > 90%
COMPONENT JUST IN ONE DESIGN
• DIFFERENTIATION > TO MAKE UNIQUE FROM OTHER > SUCH AS
MAKING LEGO MOVIE AND VIDEO GAMES > THEME PARK
• FOCUSED STRATEGY > ADULT ( CREATING ARTS) AND ALSO FOR
GIRLS (DESIGN SPECIFIC FOR GIRLS)
Q3: ARE THE CHANGES IMPLEMENTED BY KNUDSTOCK
AN INDICATION OF HYPERCOMPETITION? DEFEND
YOUR POSITION.
• YES BECAUSE :
• SUSTAIN A SPECIFIC COMPETITIVE ADVANTAGE
• FOCUS ON THEIR CAPABILITY TO DYNAMICALLY ADJUST TO THE
ORGANIZATIONAL RESOURCES
• CUSTOMER SATISFACTION
• PROFIT MAXIMIZATION
Q4: WHAT ADVISE WOULD YOU GIVE KNUDSTORP TO
KEEP LEGO COMPETITIVE, GROWING AND RELEVANT?
• QUICKLY RESPONSE TO FAST CHANGES ENVIRONMENT AND FIND NOVEL WAY
TO SERVE CUSTOMER
• PROVIDING >
• BISCUITS OF LEGO ( MAKE BISCUITS USING LEGO DESIGN) > DEVELOP ONLINE
STORE
LEGO TRANSITION MODEL
• LEGO TRANSITION MODEL =
• TOYS > MOVIE > VIDEO GAMING >