Beruflich Dokumente
Kultur Dokumente
1958
1958
USA
South America
Asia
1970 -1980...
Increase
Sales
25%
Net profits
35%
Market share
8.6%
1995 2004
Grew too quickly
Profits became losses
Company recovered at the helm of Kjeld and later
Jorgen Vig Knudstorp
2005: Sales of DKK7 billion
2012: Sales of DKK23 billion
Distinctive
Capabilities
Resource Gap
Issues of
Concern
High competition
Patent expires soon
Changing customer trends
Viable Option
Expectation
M
O
OM
N
N
O
CO
E
EC
IIC
C
A
CI
O
S
PO
LIT
IC
AL
PESTEL ANALYSIS
A
IIC
CA
G
O
OG
L
L
O
N
NO L
H
H
L
C
EC
T
TE
USA
Playskool,
Playskool,
Transformers,
Transformers,
My
My Little
Little Pony,
Pony,
Littlest
Littlest Pet
Pet
Shop,
Shop, Tonka,
Tonka, GI
GI
Joe,
Super
Joe, Super
Soaker,
Soaker, Milton
Milton
Bradley,
Bradley, Parker
Parker
Brothers,
Brothers, Tiger,
Tiger,
Wizards
Wizards of
of the
the
Coast
Coast
Segmentation
People
Girls
Pre-school
<5
Pre-teen
6 -12
Girls
feature,
constructio
n, movie
Boys
Teen
13 -18
Video
games,
movies
Adults
> 18
Video
games,
movies
Pre-school
<5
Action
Figures
bricks ,
movies
Pre-teen
6 -12
Constructio
n, Vehicles,
etc bricks ,
movies
Teen
13 -18
Video
games,
movies
Adults
> 18
Product
bricks,
movie
Video
games,
movies
Promotion
Distribution ,
Packaging
Advertising
Price,
Advertising, connection
w/ devices
Distribution
Packaging
Advertising
Price
Advertising
Connection w/ devices
Place
Specialized stores,
hypermarket
Specialized stores,
hypermarket, online store
Specialized stores,
hypermarket
Specialized stores,
hypermarket, online store
Capabilities
TANGIBLE
INTANGIBLE
ORGANIZATIONAL
Valuable
Rare
Inimitable
Organizational
Support
Production
facilities
Medium
High
Medium
High
Non-toxic
materials
High
High
High
High
Product &
variety
High
Medium
Low
High
Distribution
Channel
High
High
Low
High
Brand
High
High
Medium
High
Patent
High
High
High
High
Innovation &
Design
High
Medium
Medium
High
Management
Team
Medium
Medium
Low
High
Supply Chain
Medium
Low
Low
High
Medium
Medium
Low
High
R&D specialist
Competitive
Advantage
Questions