The LEGO Company: History, Financials, and Environmental Policy

We will do this as the world leader in providing quality products and experiences that stimulate creativity, imagination, fun and learning.

The Vision

Our goal, for the LEGO brand, is to be the strongest among families with children in 2005.

Introduction

Whenever one wants to make a portrait of a major company like LEGO, it is always a problem to find out what it is important and what is not. There is so much information, and therefore it is often difficult to cut through to the most important stuff. However, we have decided to begin with the history of the LEGO Company and then continue with a portrait of the organisation. Next we want to describe and analyse the Maori conflict followed by a thorough description of the LEGO accounts. Furthermore, we know that LEGO has been awarded the price as toy of the century, which we would like to uncover the reasons for. This is followed by an evaluation of how LEGO’s environmental policy is build up seen in relation to recommendations put forward by TIA. We will use a SWOT-analysis to gather our knowledge of the company and also add some new interesting features. Finally we will sum up our results in a conclusion.