Why is LEGO so Successful? : Porter’s 5 Forces Analysis

Jae-Woong Byun 한국무역통상학회 2017 무역통상학회지 Vol.17 No.4

This paper analyzes the success of the LEGO corporation, as a case study of value-based services for sustainable business, one of the most successful brands in toy industry. Even LEGO suffered in 2003 and 2004 from the biggest deficit in history, however, due to internal strategic changes, they managed to overcome a renovating step in the direction of securing the foundation of LEGO and their financial situation before the global crisis, ranked as the biggest company in their industry. We are interested in knowing what the secret to success is for the LEGO Group? Porter's Five Forces model is very effective in analyzing the LEGO's tactics and employing them to the circumstances of the customers. Section II will examine a Porter's Five Forces Analysis of LEGO. Section III will analyze the successful factors of LEGO and its implications. Finally, conclusions are provided in Section IV.

Why is LEGO so Successful?: Porter’s 5 Forces Analysis

변재웅 한국무역통상학회 2017 무역통상학회지 Vol.17 No.4

This paper analyzes the success of the LEGO corporation, as a case study of value-based services for sustainable business, one of the most successful brands in toy industry. Even LEGO suffered in 2003 and 2004 from the biggest deficit in history, however, due to internal strategic changes, they managed to overcome a renovating step in the direction of securing the foundation of LEGO and their financial situation before the global crisis, ranked as the biggest company in their industry. We are interested in knowing what the secret to success is for the LEGO Group? Porter's Five Forces model is very effective in analyzing the LEGO's tactics and employing them to the circumstances of the customers. Section II will examine a Porter's Five Forces Analysis of LEGO. Section III will analyze the successful factors of LEGO and its implications. Finally, conclusions are provided in Section IV.

디자인사고 프로세스 도입을 통한 레고 디자인경영 성공 사례 분석

최석준(Suk Jun Choi) 한국디자인문화학회 2012 한국디자인문화학회지 Vol.18 No.4

본 연구는 글로벌마켓에서 가장 성공한 디자인경영 기업의 하나가 된 덴마크 레고(LEGO) 기업의 사례를 고찰하여 디자인 사고 프로세스 도입과 다학제적 디자인 프로젝트 팀의 운용에 대한 시사점을 제시하고, 디자인경영에 있어 혁신으로의 접근방식에 필요한 이론적 데이터와 구체적 분석 자료를 제공하고자 한다. 본 연구의 주된 범위와 내용에는 기업 경영 환경변화와 디자인 사고 및 경영 혁신의 상관관계에 관한 이론적 고찰, 레고의 디자인경영 전략 및 성과에 대한분석 내용이 포함되어진다. 연구방법은 인터넷을 이용한 국내외 정보 D/B 및 네트워크 검색, 논문과 단행본을 포함한 도서·출판물 등 문헌조사를 통한 고찰 및 분석이 이루어졌다. 본 연구의 고찰과 분석 결과, 레고 기업은 디자인경영 성과를 거두기 위해서 기업 활동에 있어 D4B 즉, ``비즈니스를 위한 디자인 사고 프로세스``를 구현하여 제품개발, 마케팅, 연구개발 등 다양한 분야에 유기적으로 접목함으로써 가장 성공한 글로벌 디자인경영기업의 하나가 될 수 있었음이 파악 되어졌다. 즉, 제품 아이디어 도출에서부터 개발에 이르기까지의 프로세스 전반에 걸쳐 다학제적 디자인 프로젝트팀의 효율적 운용으로 성공한 글로벌 기업이 될 수 있었던 것이다. 따라서 레고의 디자인사고 프로세스 구현 사례는 디자인 경영 성과를 거두기 위한 기업 활동에 있어 디자인과 다양한 분야와의 유기적 접목이 필요함을 시사하고 있다. This article is schemed to suggest a view of thought-provoking about importing of design thinking process and working of interdisciplinary design project team, and provide theoretical data and definite analysis materials to explore LEGO in Denmark, which is one of the most successful company in the global market. Main scopes and contents of this article are formed with a theoretical consideration of an enterprise environment and design thinking, and their relationship between design thinking and innovation of company management, and an analysis of the design management strategy and its result of LEGO. The main method of this article is to contemplate and analyze the data from Internet D/B in domestic and abroad, and variety of literatures including thesis, books, periodicals and the other publications. As the result of this analysis and contemplation, LEGO could reach at the top of the most successful company in global market due to organically grafting the diversified fields such as product development, marketing, and R & D, through embodying D4B, ``Design Thinking Process for Business``, for having good results fo design management in their corporate activities. Namely, LEGO is one of the most succeed global companies caused by effective running an interdisciplinary design project team during a whole stages from product idea deduction to development step. Therefore, the case of design thinking process running by LEGO represents a necessity of organical grafting between design and the other diversified fields and teams in the enterprise activities for gathering some good results.

자율주행 자동차의 전역지도 생성을 위한 LeGO-LOAM 개선 방법

장재헌(J. H. Jang),이담(D. Lee),임정학(J. H. Lim),이경창(K. C. Lee) Korean Society for Precision Engineering 2021 한국정밀공학회 학술발표대회 논문집 Vol.2021 No.11월

자율주행에서 차량의 정확한 위치 추정은 차량의 제어와 인지 판단에 있어 필수적인 요소이다. 따라서 전역지도를 생성하며 위치를 추정할 수 있는 SLAM은 자율주행에서 중요한 기술로 평가받고 있다. SLAM의 결과물인 지도는 차량이 주행하는 환경을 정밀하게 나타낼 수 있다. 생성된 지도를 이용하면 차량의 정확한 위치와 차량이 주행하는 환경의 특징을 알 수 있다. 또한 지도와 실시간 센서입력의 비교를 통한 장애물의 판단 등이 가능해진다. 하지만 대부분의 SLAM 알고리즘은 모바일 로봇을 이용하여 저속에서 개발되었으며 고속에서의 적용이 제한적이었다. 따라서 본 연구는 Lidar 기반 SLAM인 LeGO-LOAM알고리즘을 고속인 차량에 적용시키기 위해 연구를 진행하였다. 적용하고자 하는 LeGO-LOAM 은 Lidar 의 포인트 클라우를 이용하여 Lidar Odometry 를 가지고 SLAM을 실시하므로 LeGO-LOAM 의 사용을 위해서는 Lidar 센서만을 필요로 하다는 장점이 있다. 하지만 LeGO-LOAM 은 고속주행 시 Lidar 의 낮은 Z 축 해상도로 인해 Z 축 방향의 오차가 발생한다. Z 축 방향의 오차는 Odometry 에서 기존 주행 경로 위로 새로운 경로가 그려지는 등의 오차를 유발해 Loop-Closer 의 동작을 방해한다. Loop-Closer 가 동작하지 않으면 지도의 경로에서 발생한 누적오차를 줄이기 힘들어 생성된 지도에 Drift 가 발생한다. 따라서 LeGO-LOAM 의 차량 적용을 위해서는 고속에서의 Z 축 오차를 줄여야 한다. 이에 본 논문에서는 Odometry 의 계산에 사용되는 피처의 선택에서 속도를 고려하고자 한다. 속도에 따른 피처 변화를 통해 Scan 간의 일치를 향상시켜 Lidar Odometry 의 정밀도를 개선하여 최종 출력물인 지도의 정밀도 또한 증가시키고자 한다.

레고 마인드스톰 NXT를 활용한 기초설계 교과목에서의 효과적인 공학설계과제 선정방안 연구

신연순,손대근,이경호,홍성호,이강우,정진우 한국공학교육학회 2016 공학교육연구 Vol.19 No.2

This paper deals with the selection method of effective engineering design problem based on LEGO Mindstorm NXT for basic design education. By YouTube case study of various LEGO-based engineering designs for olympic sports, performance criteria have been developed including programming complexity, structural complexity, sensor/actuator complexity and variety of game operation. Programming complexity includes range of programming code length and possible program variety. Structural complexity includes variety of structural elements such as length, shape, weight, and volume to overcome design restrictions. Sensor/actuator complexity includes variety of sensor used and number of possible actuator assemblies. Variety of game operation includes game complexity and required creativity to make LEGO robots. Based on these performance criteria, four representative sports were selected as the candidates for effective engineering design problem. Finally, feasibility and attributes of each candidate were verified by real implementation examples.

Investigation of Self-assembly Structure and Properties of a Novel Designed Lego-type Peptide with Double Amphiphilic Surfaces

Liang Wang,Xiao-jun Zhao 대한화학회 2010 Bulletin of the Korean Chemical Society Vol.31 No.12

A typically designed ‘Peptide Lego’ has two distinct surfaces: a hydrophilic side that contains the complete charge distribution and a hydrophobic side. In this article, we describe the fabrication of a unique lego-type peptide with the AEAEYAKAK sequence. The novel peptide with double amphiphilic surfaces is different from typical peptides due to special arrangement of the residues. The results of CD, FT-IR, AFM and DLS demonstrate that the peptide with the random coil characteristic was able to form stable nanostructures that were mediated by non-covalent interactions in an aqueous solution. The data further indicated that despite its different structure, the peptide was able to undergo self-assembly similar to a typical peptide. In addition, the use of hydrophobic pyrene as a model allowed the peptide to provide a new type of potential nanomaterial for drug delivery. These efforts collectively open up a new direction in the fabrication of nanomaterials that are more perfect and versatile.

Investigation of Self-assembly Structure and Properties of a Novel Designed Lego-type Peptide with Double Amphiphilic Surfaces

Wang, Liang,Zhao, Xiao-Jun Korean Chemical Society 2010 Bulletin of the Korean Chemical Society Vol.31 No.12

A typically designed 'Peptide Lego' has two distinct surfaces: a hydrophilic side that contains the complete charge distribution and a hydrophobic side. In this article, we describe the fabrication of a unique lego-type peptide with the AEAEYAKAK sequence. The novel peptide with double amphiphilic surfaces is different from typical peptides due to special arrangement of the residues. The results of CD, FT-IR, AFM and DLS demonstrate that the peptide with the random coil characteristic was able to form stable nanostructures that were mediated by non-covalent interactions in an aqueous solution. The data further indicated that despite its different structure, the peptide was able to undergo self-assembly similar to a typical peptide. In addition, the use of hydrophobic pyrene as a model allowed the peptide to provide a new type of potential nanomaterial for drug delivery. These efforts collectively open up a new direction in the fabrication of nanomaterials that are more perfect and versatile.

A Case Study of Implementing Temporary Transportation System in the Seasonal Peak Period in Recreational Areas

( Jae Hyun Park ),( Kyung Chul Lee ),( Hag Rae Rho ) 한국문화관광학회 2014 문화관광연구 Vol.16 No.2

Many recreational areas for tourism such as national parks, beaches, and other famous attractions tend to have their peak seasons. When the peaks are clearly distinguishable from the ordinary non-peak seasons, travel demand often exceeds the capacity of transportation facilities. In turn, travelers face discomfort by severe traffic congestion, long queue in intersections, or crowded streets. This study introduces a temporary transportation system, which does not require costly investment to build new transportation facilities, providing additional capacity in the network to soothe the traffic flow only during the peak period. The system consists of modular runways, small sized vehicles and consolidated operating devices, designed to be built as freely as it is needed without massive sub-base course works, alias ‘Lego-typetransit system’. Afterwards, the system can be disassembled and carried for the next use, like the Lego blocks. Currently being in the phase of a conceptual design of the system, this paper examines a case study of a simulated scenario in a recreational area showing how this Lego-type transit system can be implemented in reality.

LEGOⓇ Education SPIKETM Prime-based Atomic Force Microscope for Science Education

Nguyen Thi Ngoc,Otieno Luke Oduor,Nguyen Thi Thu,Juma Oyoo Michael,Lee Yong Joong,Park Jae Sung,Lee Ho 한국물리학회 2023 새물리 Vol.73 No.11

An atomic force microscope (AFM) is a powerful analytical tool for many fields of science and engineering. Despite its usefulness, the actual instrument is highly technical and expensive, rendering it inaccessible to a majority of practitioners in science and engineering education. Growing curiosity of students through the hands-on learning method is appealing to education managers. Adoption of LEGO® or similar educational kits into a school environment can not only fascinate the interests of students for learning but also resolve the cost problems. Our conceptual AFM system constructed with LEGO® Education SPIKETM Prime kit is very much suitable for explaining the principles behind the workings of an AFM while promoting students interests in experimental aspects of scientific instrumentation.

기계 설계 및 제어 알고리즘 개발을 위한 레고 기반 교육 시스템

이지홍,박정홍 충남대학교 공업교육연구소 2005 論文集 Vol.27 No.1

As a preliminary step to design robot system, we propose a LEGObased robot training program. The program aiming to train starters in robot engineering includes not only mechanical design but control algorithm design. After offering two independent classes we conclude that the program is very fruitful and so it satisfies the curiosity of young people to robots. The hardware as well as the software composing the educational system is described in detail with several examples.