Lego(A) : The Crisis By jan W. Rivkin and Stefan H. Thomke

Paper

The Lego paper will require you to conduct an external (industry) analysis and an internal analysis, and to make strategic recommendations based on your analyses.

The paper must cover the following:

• What has led the Lego Group to the edge of bankruptcy? Provide a brief summary of the conditions that led them to this situation.

• External analysis- your focus should be on the external causes of the problems Lego faced

• Internal analysis- your focus again should be on internal causes of the problems they faced

• A strategic plan for turning around the Lego crisis. In this section, you will explain the actions you believe that Lego should take. Your actions should relate directly to the causes of the problems you identified.

Your paper must:

• use facts from the case as evidence and support for your statements

• utilize Porter's Five Forces within your analysis

• reflect an understanding of internal analysis (VRIO and/or strengths/weaknesses)

• define a clear course of action that Lego should implement, supported by evidence from the case

Important:

• papers should be about 5 pages in length

• should be developed and written by you alone. No help. Not the internet, not your friends or classmates. Not other references. Any similarity, whatsoever, to material found online or in other texts will be cause for a grade of zero on this paper, and possible charges of academic dishonesty. Do this by yourself! (Am I clear here?)