레고 그룹의 국제경영_3C 분석을 중심으로

소개글

레고 그룹의 국제경영에 관한 3C 분석과 제언

목차

1. Introduction
2. Case Analysis
3. 3C Analysis - Competitors
4. 3C Analysis - Consumers
5. 3C Analysis - Company
6. Solutions

본문내용

Introduction
The Lego Group was founded in Billund, Denmark, 1932 by Ole Kirk Christiansen. The company, making wooden toys, began manufacturing interlocking plastic toy bricks, ‘Lego’ in 1949.
Starting from the 1950s, the Lego Group released a number of themes which included space, robots, and pirates. The themes that were licensed such as Batman, Harry potter, Minecraft, etc were also made. Nowadays, the Lego group is launching movies, video/board games, amusement parks called “Lego-land”, and other related with the impact of their brand power. Recently the Lego group made a significant decision to move into the world’s fastest growing market, China. The Lego’s location decision on China created great opportunities for its international operations. The Lego has successfully achieved its objective to increase its growth rate and production efficiency.
Case Analysis
First of all, lead time shortening was the key contributor for LEGO to choose FDI rather than export in China.

참고 자료

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