MIS IN LEGO

Reza Rahimi Naser SameeiAutumn

93

Brief LEGO MIS

•History

•What’s LEGO

•Software

•Hardware

•T-People

•Infrastructure

•MIS

History

• Introduction of themes and wheels

• Use of a new non-toxic material : ABS

• First Lego-based train system introduced

• Lego Land- theme park with elaborate models of miniature towns built entirely with Lego bricks

• DUPLO- larger brick system for very small children

• Ole Kristiansen starts making wooden toys

• Company is named "Lego" in 1934

• Plastic bricks manufactured first in 1949 and then with improved design in 1958

1930s-1950s

1960s

•Focus shifted to young girls - introduction of doll houses!•Mini-figures introduced•launch of the Expert Series

1970s

•Technic series - robot based systems•Educational Products Department was launched•Lego World Cup held in 1988

1980s

•Introduction of movie based Lego themes - Star wars, Lord of the Rings, Pirates of the Caribbean•Books, magazines and Board games introduced•Films based on Lego Land•Business Consultancy - Lego Serious Play!!

1990s-2000s

What’s LEGO

Software

OLAP

Buy

Profile

Data Process

Business Intelligence (BI)

• Include

1. Software for database query and reporting

2. Online analytical processing (OLAP)

3. Data mining

Data Mining

Data Mining

• Types of information obtainable from data mining

1. Association

2. Sequence

3. Classification

4. Clustering

5. Forecasting

• SAP design ERP system

Hardware

SAP CLOUD

Hardware

SAP CLOUD

HUB• near Prague in the

Czech Republic.

• From this giant hub - the equivalent in size to ten football pitches -the toy manufacturer serves 14,000 retailers worldwide, spanning 135 countries.

&

T-People

Infrastructure

2500 SAP users

CREATIVITY CLUB

DIGITAL DESIGNER (LDD)

APPS PC

ANDROID

WeDOEV3

WRO

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

HOBBIES

MANAGEMENT DASHBOARD

1. Sales forecasts

2. Demand planning

3. Production capability

4. Inventory levels

5. Marketing strategies

6. Sales history

DSS

EIS

CRM

1. Lead Users; Children and adults who is heavily engaged in LEGO (top of pyramid)

2. One-to-One layer; Group which LEGO keeps an ongoing dialog

3. The Community Layer; Users of online games, communities, etc.

4. Active household layer; Have bought LEGO sometime in the past. (bottom of pyramid)

CHANGING PROCESS

SIGNAL FOR CHANGE

ONE – TO –ONE

MARKETING

MASS CUSTOMISATION

HACKERS

FINANCIAL HIGHLIGHTS

9526

11661

16014

18731

2309525382

0

5000

10000

15000

20000

25000

30000

2008 2009 2010 2011 2012 2013

LEGO INCOME

&

Thank You!