The LEGO Group: Adopting a Strategic Approach?
Your task in this written assignment is to answer the following questions after a thorough analysis of the firm, LEGO. You will draw on your knowledge of the different elements of the ‘exploring strategy model’ in providing comprehensive but concise answers to the questions presented below. This written assignment will challenge your ability to apply what you have learned from this unit to date. You will do well in this assignment if you build on the theories, concepts, models and frameworks that we have covered in this unit to date when you answer the questions below. You are free to adopt your own style, approach and layout in presenting your answers to these questions in a formal written report. In other words, if you think you can present your arguments/ideas in narrative, tabular, graphic, or bullet-list forms (or a combination of these forms) in a clear and persuasive manner, then please do what you think is best. However, there is a word-limit for each question (i.e. number of words). The assignment has a total word limit of 2500 words.
Please use Times New Roman, font 12, double space, 1 inch margin all sides. Cite the references that you have used using the Harvard referencing style (author-date system) which is the one of the simplest referencing styles around. The reference list which you will provide at the end of your answer to question 2 is NOT counted in the maximum number of words. You may have appendices for some supporting analysis but use these sparingly as these are not counted in the word limit and will not be marked. Please refer to the evaluation rubric which the unit’s teaching team will use in marking your assignment. Please indicate the actual number of words at the end of your answer to each question. For this assignment, these teaching and learning materials are sufficient to complete this assignment. There is no need to go beyond these resources. The two questions are as follows (you need not write these questions in your report to save space- just the numbers followed by your answers):
Q1. What do you think is the most critical strategic issue confronting LEGO? Explain your answer by drawing on relevant topics in Strategic Management (maximum of 1,250 words).
Q2. Drawing on relevant topics in this unit, what do you think is/are the foundation/s of LEGO’s competitive advantage? Explain your answer. How do you think LEGO can identify and leverage its competitive advantage to respond to the critical issue that you have identified in Q1? (maximum of 1,250 words)