Hvem spillede LEGO mod?
The LEGO Group, 2004 · Strategiske grupper · Read the study: maxnoble.com/study/0009
For the class
1What is a strategic group, and what is a mobility barrier?
2What are the three steps for drawing strategic groups?
3Why is LEGO "not one point on the map" in 2004, and who sits in LEGO's own group?
Answers · for the teacher
No. 0009 · Hvem spillede LEGO mod?
1What is a strategic group, and what is a mobility barrier?
A strategic group is a set of companies that resemble each other on what matters most. Inside the group, competition is hard. Between groups stand walls; the book calls them mobility barriers.
In the study: Screen: The idea
2What are the three steps for drawing strategic groups?
1. Find two dimensions that separate the players most: how they compete (price, quality), how broadly they play (range, countries, channels) or how much they invest (brand, development, size). 2. Place the players and draw 2 to 5 groups (one group says nothing; ten is noise). 3. Read the map: who are the real rivals, which walls stand between the groups, and is an empty field an opportunity or a black hole?
In the study: Screen: The tool
3Why is LEGO "not one point on the map" in 2004, and who sits in LEGO's own group?
The core sits in one place, but Galidor, the clothes and the games pull LEGO into groups where others have been for decades. Mega Bloks sits in LEGO's own group, only cheaper: the patent has expired and a court in Canada has allowed it. The study's test for a rival: not the one who looks most like you on paper, but the one the customer considers just before choosing you.
In the study: Screens: The tool; Your map
Hand out page 1 after the reading. Page 2 holds the answers. Every answer is in the study; nothing new is added.