LEGO Web organizationVejle, 1 September 2014

The LEGO Group

Brand 3The LEGO Group

System in play

Many Product Lines

One LEGO® BrickOne BrandOne Logo

Brand 4The LEGO Group

At a Glance

25,382

turnover 2013

operating margin

employeesEnd 2013

of this year’s sales

are novelties

Sold in more than

countries

9 years of consecutiv

egrowth

million 33%

130

60%13,86

9

Danishfamily owned

More than

Figures per ultimo March 2014.

Brand 5The LEGO Group

A one-branded company

Financial Performance

Finance Performance 7The LEGO Group

Turnover

10000

8000

6000

4000

2000

DKK millio

n

0

12000

14000

16000

18000

20000

19931994

1995

1996

1997

1998

1999

2000

2001200

2200

3200

4200

5200

6200

7200

8200

9201

02011

2012

22000

24000

2013

Finance Performance 8The LEGO Group

Profit

4000

3000

2000

1000

0

5000

6000

7000

before tax

-1000

-2000

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

DKK millio

n

8000

2013

Organization

Organization 10The LEGO Group

Organization

Organization 11The LEGO Group

Footprint

Headquarters: DenmarkConcept and product development: Denmark

Headquarters

Sales Offices

Factories

Hubs

*

* Opens 2016

Organization 12The LEGO Group

Production & Distribution Facilities

MexicoMonterrey

Moulding, processing and packing high-volume

products for NA

USDallas

Distributions

Center

Czech Republic

JirnyDistributions

Center

DenmarkBillund

Mostly moulding. High volume packing

for more complex products

Czech RepublicKladno

LEGO® System product processing and high

volume packing

HungaryNyíregyháza

Moulding, processing and

packing of LEGO® DUPLO®

Strategy

Strategy 14The LEGO Group

Strategy

to inspire and develop the builders of tomorrow…

…by globalizing and innovating the LEGO® system-in-play

Aspiration

The LEGO® StrategyTowards the LEGO Group’s 100 years anniversary

Strategy 15The LEGO Group

Four priorities

Sustain core commercial and operational momentum

Create the organization of the future

Expand global presence Become truly globalLeverage digitalization

Marketing 16The LEGO Group

LEGO Web Vision

LEGO Web is the LEGO employee’s preferred place to find information and resources necessary to efficiently solve his/her tasks and to collaborate and interact professionally with colleagues across the LEGO world. 

LEGO Web supports the LEGO strategy priorities by empowering all LEGO employees with best-in-class solutions for social collaboration, innovation and value creation across platforms, geography and time.

Marketing 17The LEGO Group

In support of the strategic priorities

Leveraging the new and improved capabilities of SharePoint and Yammer – we will create a social collaboration platform that directly supports the LEGO strategy on the following points:

• …by continually supporting the LEGO Group’s organizational transformation…enabling tomorrow’s social workforce to work like a network …empowering global/virtual teams divided by geography and time

• …by built-in support of the LEGO data security model on our collaboration environment - without compromising the user experience!

• …by supporting value creation and the “innovative approach” through the use of best-in-class social collaboration tools for LEGO employees and partners

• …by delivering high availability and performance - on a global scale

Organization 18The LEGO Group

One hub for online communication and collaboration within the LEGO Group

LEGO Web

Organization 19The LEGO Group

LEGO Web organization

LEGO Web PET – 10 people

LEGO Web Knowledge Officer –

1 Person

Portal Web Coordinator – 3

people

Portal Web editor – 80+ people

Portal Web visitor – all employees

Collaboration owner – 1300+ people

Collaboration member - ??

people

Collaboration visitor – potentially all

employees

LEGO Web technical platform architect –

1 person

Sharepoint application owners

– approx. 15 people

SharePoint Application

member/editor - ?? people

LEGO Web/SharePoint

development team (HCL) – approx. 4

people

IT infrastructure and operations – 2

personsIT Business Support – approx. 3 FTE’s

Organization 20The LEGO Group

+• Structured and uniform process

for maintenance and development (eg. Projects) = transparency

• Self-service site creation = scalable and self-sustaining collaboration setup

• Empowerment of site owners = wealth of online initiatives

• Hyper decentralized ownership of platform = business agility

• Large community for best-practice sharing = broad (self-)support base

• Large base for input for Continuous Improvement

• Well-defined interface between IT/Comm

Pros & cons of LEGO Web(intranet) organization

-• Large demand for initial support

and training

• Big Boat = Slow and formal change process

• ”Loose” governance principle = less structured content and not infrequent and insufficient clean-up

• Content quality and freshness hard to ensure/guarantee

• Funding is just as hard to find as in any other organization...regardless of the company’s overall financial situation… = business justification dependent

Organization 21The LEGO Group

• The LEGO Group’s external corporate online presence – press releases and assets, corporate bakground/history, news and external value communication (planet and responsibility agenda)

About Us

Organization 22The LEGO Group

About Us organization

About Us Owner

LEGO.com development

team

Responsibility Owner

Responsibility editor(s)

News Room Owner

News Room Editor(s)

Organization 23The LEGO Group

+• Content ownership on few hands

= fast decision-making

• High and uniform level of content quality

• Limited demand for training and support

Pros & cons of About Usorganization

-• Development budget = IT

• Few editor ressources = content freshness under pressure

Questions?

Questions? 25LEGO and the LEGO logo are trademarks of the LEGO Group. ©2014 The LEGO Group.

Inspire and Develop the Builders of Tomorrow

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