earticle

영어

This paper analyzes the success of the LEGO corporation, as a case study of value-based services for sustainable business, one of the most successful brands in toy industry. Even LEGO suffered in 2003 and 2004 from the biggest deficit in history, however, due to internal strategic changes, they managed to overcome a renovating step in the direction of securing the foundation of LEGO and their financial situation before the global crisis, ranked as the biggest company in their industry. We are interested in knowing what the secret to success is for the LEGO Group? Porter's Five Forces model is very effective in analyzing the LEGO's tactics and employing them to the circumstances of the customers. Section II will examine a Porter's Five Forces Analysis of LEGO. Section III will analyze the successful factors of LEGO and its implications. Finally, conclusions are provided in Section IV.