TUGAS ROLE MODEL

ENTREPRENEURSHIP

ARISNAUFAL MALIK / 1201110201 KM KELAS A

MBTI / FEB UNIVERSITAS TELKOM

JORGEN VIG KNUDSTORP

“The Man Who Saves LEGO”

DO YOU KNOW ANYTHING ABOUT LEGO?

FACTS BEHIND THE BRAND

Founded by Ole Kirk Christiansen in 1934

Leg Godt, it means “Play Well”

Lego you get in 1958 can be connected with

modern Lego Brick. It means, the quality

aspects NEVER CHANGE.

Laid end to end, the number of LEGO bricks

sold in 2012 would stretch round the world

more than 18 times.

Ole Kirk Christiansen

Godtfred Kirk Christiansen

THE DIMENSIONS OF THE BRICK

RISE OF LEGO

In 1958 lego began manufacturing the bricks.

This action had led Lego to be the most

respected and biggest Toy Brand in Europe.

More Lego variance produced and it

initiatived by Ole son, Godtfred.

Created Lego Land.

DAWN OF LEGO

At the end of 90’s lego got the FIRST netloss on their history. 220 Million USD or Rp.2,600,000,000,000.

Rise of the video games made Legovulnerable.

The 3rd Lego CEO, Godtfred’s son, Kjeldhad been stepped aside, and madecontroversial choces: to hire new bossOUTSIDE THE FAMILY.

ROLE MODEL PROFILE:

JORGEN VIG KNUDSTORP

Born in Fredericia, Denmark 21 November1968.

Get the BA and PhD tittles at Aarhus Universityof Denmark

First Carrier as the Counsultant at Mckinsey &Co.

In 2001, joined Lego Company and become astrategiest.

In 2004 he was chosen to be The First LegoCEO outside the Chirstiansen Family (at age of36).

WHAT DID HE DO?

To save Lego over Bankruptcy, Jorgen Vigstripped down all the “distraction” in Lego. Theyare The Legoland, Lego Games, and LegoMerchandises.

Changed senior Lego desainer to “amateur”Lego desainer. The amateur desainers were amember of Lego Adult Fans Community.

He “re-invented” the mind sets of the LegoWorkforce.

THE BIGGEST QUESTION

“Why does The LEGO exists?”

“...to offer our core products, whose unique

design helps children learn systematic,

creative problem solving – a crucial twenty-

first century skill...” ― Jorgen Vig Knudstorp.

WHAT DID HE DO?

Managing at-eye-level

Analyze the whole production costs.

Just 1 year to get the net profit back at USD 25 millions.

Restructuring the supply-chain

WHAT DID HE DO?

Moved Factory to be Outsourced in 2006, to Mexico and Czech Republic.

Moved Back Factory to Billund Denmark in 2008. The result is achieving trusts from Global Customers from “lead-paint”issues.

Created amazing collaborations between Lego and another companies.

ex: Lego Star Wars, Lego Movie.

Just 2 year (2004-2006) to get the net profit back at USD 25 millions.

THE LEGO MOVIE (2014)The biggest breakthrough of Jorgen Vig and Lego Group.

ANALYSIS: BACKGROUND OF THE ROLE MODEL

Characteristic Side:

1. Always have a sense of urgency upon

knowledge in Business and many other

aspects.

2. Strong Leadership in many different

situations

3. Patience in managing tensions and

pressures.

ANALYSIS: BACKGROUND OF THE ROLE MODEL

Business Side:

1. As the counsultant business in Mckinsey

2. As a Head of Strategy Department in Lego

3. As A CEO Lego in 2004 (at age 36)

THE 10-D BYGRAVE THEORY

1. Dreams

Jorgen Vig shares a dream about how willbe good someone in leadership, if they canmanage it at the very first phase of his/herlife.

2. Decicieveness

He continues to make a controversial – yeteffective decicieve strategy.

Ex: sell the Lego Land

THE 10-D BYGRAVE THEORY

3. Doers

Jorgen Vig changed all senior Legodesigners to amateur Lego designer. Thenew designers are hardcore Lego fans.Jorgen Vig DID put the right people to theright job.

4. Determination

He re-invited the vision of the Company, “tooffer the best quality product to provideproblem-solving skills to children in theworld.”

THE 10-D BYGRAVE THEORY

5. Dedication

Jorgen Vig has remained in The Lego

Group since 2001 (13 years active). He

continues to produce creative

breakthroughs for Lego.

6. Devotion

He devotes all his work to save the

Company from bankruptcy (in2003) and to

support creativity of all children in the world.

THE 10-D BYGRAVE THEORY

7. Details

Jorgen Vig was very detailed about how tomanage Lego Group.

ex: production cost and supply chainanalysis and re-structuring

8. Destiny

Because of his hard work, Lego had a goodcall in 2008, as the most trusted toy brand inthe world.

THE 10-D BYGRAVE THEORY

9. Dollars

From net loss in 2003 at USD 328 million, to

net profit in 2008 at USD 229 million. Lego

making 2013 net profit at USD 1,1 billion!

10. Distribution of Task

He distributes the creative projects and

ideas to the hardcore fans of Lego. Not

himself as the CEO.

DIFFICULTIES AND EASES

Pressures have been thrown to Jorgen Vig from the very first time he is active as Lego CEO.

Ex: Legoland dispute, outsourcing controversy

Being a Danish has helped Jorgen Vig to get trust from all Christiansen Family Member to run Lego.

Being an Alumni at McKinsey, has made Jorgen Vig expert in strategic business.

ROLE MODEL’S COMPETENCIES

1. Self Control: ability to maintain emotion in difficult and un-manage-able situation.

ex: critisized by Lego fans in term of moving out the Lego factory abroad Denmark

2. Hard Work: 13 years active in Lego Group and always tightening the vision to provide the best core product.

ex: managing thousands of collaboration project contracts in Lego Group

3. Willingness to Learn: always searching for new knowledge for the company.

ex: implement the “managing at-eye-level” term in Lego Group.

ROLE MODEL’S PHILOSOPY

“My goal is to make LEGO the premium

niche network brand. We may not ever be

the biggest brand, but we want to be the

best. Our purpose is to give the joy of

building and creativity...”

THE FAILED AND SUCCESSED IN BUSINESS

1. He failed Lego on some projects like

Bellvile, Lego Dino, Lego Ben 10.

2. But, Jorgen Vig has succeded to get

ernomous profits for Lego in Star Wars line,

Pirates, Lego MOVIE, tv shows, video

games, and many more.

THE RED LINE

As the entrepreneur, we must have a strong leadership. Jorgen Vig Knudstorp has showed us about how leadership can make us focus on what we do.

Patience provides the best. With patience and determination, Jorgen Vig manages to clear hard path in front of him.

Continue to learn and praised knowledge. With knowledge we cannot do anything right. Jorgen Vig always seeks new knowledge to create something better for the Lego Group.

THE

END!!!