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Submitted By kindy
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LEGOLAND® Deutschland eröffnete im Jahr 2002 im bayrischen Günzburg, nahe der Autobahn 8 München - Stuttgart, seine Pforten ворота und ist der zweite Versuch попытка einen LEGO®-Park in Deutschland zu etablieren основывать. Den ersten Versuch gab es 1973-1976 in Sierksdorf, allerdings scheiterte неудалось,Dieser und wurde 1977 als Hansaland, dem heutigen Hansa Park, neu eröffnet. Viel durchgestylter hingegen, und mit den besten Attraktionen der weltweit drei anderen LEGO® Parks - Billund (1968), Windsor (1996), Kalifornien (1999) - ausgestattet, geht LEGOLAND® Deutschland an den Start. Allen Parks gemeinsam ist die einzigartige неповторимое Mischung aus Unterhaltung техническое обслуживание, und spielerischem Lernen, wobei причем das Miniland das Herzstück ядро jedes Parks ist. Das Miniland ist der maßstabsgetreue естественный масштаб Nachbau (1:20) berühmter Städte und Landschaften. Hierbei wird viel Wert ценный auf die Details gelegt, denn in fast jeder Szene gibt es sich bewegende движущиеся Objekte, die gerade den besonderen Witz ausmachen включена. Rund um das Miniland versammeln sich сосредотачиваются die fünf weiteren Themenbereiche тематические зоны (ohne Eingangsbereich) LEGO City, Knights Kingdom, Imagination, Land der Abenteuer und LEGO X-treme. Für ein Investitionsvolumen объем капиталовложений von mehr als 150 Millionen Euro wurden hier die Highlights der anderen Parks gebaut, darunter der Feuerdrache огнедышащий дракон oder die Projekt X - Teststrecke. Auch in den darauf folgenden Jahre wurde der Park kontinuierlich непрерывно ausgebaut. 2003 kam eine weitere Achterbahn русские горки(Drachenjagd) hinzu und 2004 die weltweit zweite Installation установка des KUKA Robo Coasters. Der Bionicle Power Builder ist eine actiongeladene Fahrattraktion, die die Besucher eigenhändig собственноручно programmieren. In einer rieseigen огромный…...

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...development and forming virtual communities. A key tool for achieving this will be the Lego website and the Legoclub. Legoclub is a fan club established by Lego. Profit maximization is not its prime purpose as membership is free. Once members have provided details and signed up, they have access to various Lego offers on its products, a range of information on Lego and interactive games. Competitions have first prizes that invite the winners to Legoland to help design the next generation of Lego products (a focus group!). It also includes facilities that enable users to design and order their own Lego products which are subsequently custom-made at the Lego factory, boxed in Lego boxing and shipped to the designer’s home address. Lego’s value exchange site (Szmigin, Canning and Reppel, 2005) is highly customized but allows for extensive customer interaction and dialougue not just with the organization but with other enthusiasts. This is backed up with hard copies of the Lego magazine sent to members’ addresses, discounts to Legoland and customized offers on its products and clothes. As one competitor commented, “Lego has a position to die for. Children think they are having fun, parents think it’s educational and now they are adding value to the core product during the whole process.” 1. How has technology enabled Lego to adopt an interactive approach? 2. Why do you think Lego still uses a hard copy of its magazine? (Source: Harwood, Garry...

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...navnet LEGO. LEGO er en sammentrækning af ordene LEg GOdt. Virksomheden havde efter et år 6-7 ansatte. I 1955 eksporterer LEGO for første gang sit legetøj. Det første land var Sverige. På det tidpunkt rejser Godtfred Kirk Christiansen rundt på forskellige legetøjsmesser i Tyskland, for at vise LEGOs produkter frem. Reaktionerne var ikke positive. Først året efter sælger LEGO deres produkter i Tyskland. I 1953 producerede LEGO sin første plastik LEGO-klods. I 1958 besluttede Godtfred Kirk Christiansen, som var søn af Ole Kirk Kristiansen, at indgive patentansøgningen på LEGO-klodsen. Det viste sig at være en klog beslutning, da LEGO-klodsen bogstaveligt blev grundstenen for hele virksomheden. LEGO havde nu ca. 140 ansatte. I 1968 åbner LEGOLAND Billund for første gang portene op, og tiltrækker 625,000 besøgende i den første sæson, 3000 på åbningsdagen. Lego bliver på det tidspunkt solgt i over 42 lande, og har nu ca. 700 ansatte. Ved indgangen til det 21. århundrede blev LEGO klodsen kåret til ”Århundredets Legetøj” – af Fortune Magazine og senere af den engelske sammenslutning, British Association of Toy Retailers. I 2012 er LEGO verdens tredjestørste legetøjsproducent (omsætningsmæssigt), og kan købes i over 130 lande. LEGO har nu 6 ”Legolande” verden over, og over 10,000 ansatte. LEGOs produkter I LEGOs sortiment finder man produkter der henvender sig til alle børn. LEGO inddeler sine produkter i otte forskellige kategorier efter sværhedsgrad, men alle LEGOs......

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...! ! ! ! ! ! ! ! ! ! ! ! The LEGO Case Study 2014 ! ! ! ! ! ! ! ! ! ! The A CONTENTS ! ! ! 1! ! 2! ! Introduction! ! ! ! ! 3! ! 4! ! 5! ! 6! ! 7! ! 8! ! Difficult start to the decade 2001.! Signs of Recovery 2002.! Hopes dashed - 2003.! LEGOLAND parks.! LEGO Brand Stores.! The Knudstorp Review.! Financial Focus - the ! Oveson addition. ! Back to basics and the limit to adjacencies. ! ! ! ! 9! ! 10 ! Developing the strategy ! why do we exist? ! 11 ! First the action plan - first ! things first. ! ! 12 ! Summary and Conclusions! ! 13 !Appendices ! ! 13.1 Knudstorp on! ! communication ! ! 13.2 References and slides
 The A 1 Introduction ! In 2014, LEGO® announced record results. In the financial year 2013, revenues had increased by 10% to 25.4 billion danish krona. Profits before tax were 8.2 billion DKK. The company had once again delivered an impressive operating margin of 33% before tax.! ! In US dollars, the company had achieved $4.5 billion of revenues and profits of $1.5 billion. Revenues had increased from just over $1 billion some seven years earlier. LEGO® had replaced Hasbro to become the largest toy company in the world second only to Mattel. ! ! In just eight years, revenues at the Danish toy manufacturer had tripled. The company had turned around a loss of 2.5 billion krona in the financial years 2003 and 2004 to an operating margin the envy of high tech stocks around the world.! ! ! !......

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...! ! ! ! ! ! ! ! ! ! ! ! The LEGO Case Study 2014 ! ! ! ! ! ! ! ! ! ! The A CONTENTS ! ! ! 1! ! 2! ! ! 3! ! 4! ! 5! ! 6! ! 7! ! Introduction! ! ! ! Difficult start to the decade 2001.! Signs of Recovery 2002.! Hopes dashed - 2003.! LEGOLAND parks.! LEGO Brand Stores.! The Knudstorp Review.! 8! ! Financial Focus - the ! Oveson addition. ! 9! ! Back to basics and the limit to adjacencies. ! ! ! 10 ! Developing the strategy ! why do we exist? ! ! 11 ! First the action plan - first ! things first. ! ! 12 ! Summary and Conclusions! ! 13 !Appendices ! ! 13.1 Knudstorp on! ! communication ! ! 13.2 References and slides
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