Research Paper on:
Lego Toys Strategic Case Analysis

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their strengths, weaknesses, and any models or theories that are used in the running of the organization are considered and well explained in this paper. This is a concise  and in-depth analysis of the running of this organization. GOALS AND MISSION STATEMENT According to the Lego website the goal of this Denmark company "was built upon a vision  that we should nurture the child within every one of us. This is a timeless vision, and we will remain true to it and build our future success upon it"  (Lego Company 2002, PG). While the British Association of Toy Retailers awarded the LEGO brick the honor of being named the "Toy of the Century" (Lego 2002, PG) Lego  realizes that they must remain true to their goal, and that is to keep children as their role models. "Children are our role models because they are curious, creative  and imaginative. They embrace discovery and wonder. They are natural learners. These are precious qualities that should be nurtured and stimulated throughout our lives (Lego Company 2002, PG).  A BRIEF RECENT HISTORY OF LEGO TOYS In 2000 Lego had a very disappointing year financially. This was because they introduced too many products into their mix  and starting getting away from their core goals. Poul Plougmann, Executive Vice President and Chief Operating Officer for Lego Toys made the statement that "we know what went wrong  and we know what to do about it. We will refocus on our core business, which is materials for open-ended play for children" (Lego Company 2002, PG).  DIAGNOSIS OF POTENTIAL PROBLEMS For a time Lego forgot about their central focus, so absorbed were they in adding new toys and a new product line. When the company