LEGO Group vs. IKEA: CASE STUDY. Management Case Study
1. Please read the ppt I sent, please do not write partial questions.
2. English is not my mother tongue, I will have an accident if I write too complicated.
3. Don't use a lot of clauses.
4. Don't write long sentences or complex sentences.
5. Don't have more than one comma in a sentence.
6. Each paragraph should be 400 words, no more than one word thank you.
INFS5870 Operations Management
Homework #2
• This homework accounts for 10% of the total marks for this course.
• Total marks for this homework: 100 marks
• Please write your answer on the answer sheet and submit only the answer sheet via Turnitin by 6pm, 22 July 2020.
• Please be reminded of UNSW rules regarding Academic Integrity and Plagiarism.
Please review the videos provided for IKEA and Lego from the links below:
https://www.youtube.com/watch?v=1jn2_nZrivQ
https://www.youtube.com/watch?v=A4Q3tOcB5xY
https://www.youtube.com/watch?v=C3oiy9eekzk
Compare and contrast these two organisations for the following:
1. Strategic competitive priorities (15 marks) [400-word limit]
2. Process design and layout (40 marks) [400-word limit]
3. Importance of quality management. (30 marks) [400-word limit]
4. Triple bottom line (15 marks) [400-word limit]
LEGO Group vs. IKEA: CASE STUDY
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Question1. Compare and contrast IKEA and Lego Group for Strategic competitive priorities
The Business strategy of IKEA is built on the company’s concept. From the mission of the company, it is determined to provide a range of home furnishing products at an affordable price to many customers. The company wants to achieve this by combining quality, design, function and value while still holding sustainability in mind. This concept exists in all parts of the company including the sourcing, packaging, design, and distribution all through the company’s business model (Hultman, Johnsen, Johnsen, and Hertz 2012, p. 11). Cost effectiveness is one of the competitive strategies adopted b both IKEA and Lego Group that make the companies competitive to their market rivals. IKEA provides premium standard furniture at low prices because of its technological power and economies of scales that it integrates into different business processes.
Another competitive strategy of IKEA and Lego Group lies in their wide range of products. In IKEA’s portfolio, there are nearly 9500 products and the company renews the range of its products by launching nearly 2500 new products on an annual basis (Yang and Shao 2019, p. 1). The company has also increased its presence in catering and food industries. Compared to Lego, IKEA provides wide range of products in every market across the globe. Lego Group has put more of its focus on the children playing toys while IKEA has fused both playing toys, world class furniture amongst other products.
Market expansion in international markets is another strategy employed by both Lego and IKEA. For IKEA, the furnishing chain and home improvement has aggressively engaged new markets internationally. The company operates more than 420 stores in more than 50 markets around the world. In 2018 alone, IKEA opened 19 new stores worldwide. Further, the company has more than 20 pick points in more than 10 countries and 41 shopping centers in 16 countries across the world. Market expansion strategy is also adopted by Lego Company which also has many stores across the world. Both Lego and IKEA companies benefit from strategic alliances (Hultman, Johnsen, Johnsen, and Hertz 2012, p. 13). IKEA has partnered with mega brands including Apple and together they have explored the possibilities of developing new products, augmenting realities and knowledge sharing. Lego has also partnered with different companies including IKEA and Adidas to develop new products, share information on customer behaviors and share their experiences and competencies in business.
Question2. Compare and contrast IKEA and Lego Group for Process design and layout (40
Both IKEA and Lego have great process design and layout which have made the customers more attracted to the two mega brands. IKEA has a unique entrance and exit. Once a customer goes through the sliding entrance doors, they begin their journey to its maze. Lego has friendly staffs that greet the customers and provide them with shopping bags. Similaly, in IKEA, shoppers pick shopping bags at the entrance. Its store layout is ...
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