The LEGO Group Practicum 2011


The LEGO group is a leading brand in the toy marketplace. The toy industry is a competitive environment in which the dynamics can change rapidly. In order to maintain its leadership position, while protecting its strategic intent from the competition, the LEGO Group needs to be able to anticipate changes before they happen.



To assist them with their needs, the LEGO Group asked an Isenberg MBA team to complete a reverse competitive intelligence project. The students were only allowed to use public information which is accessible to the industry and its key competitors. Their assignment was to act like a competitor and create an outside/in view of the company with possible counter strategies. The final phase of the project was to recommend counter strategies for the LEGO Group based on the insider competitive reports of the company. The Isenberg practicum team presented their findings to senior management.



"The practicum team worked incredibly hard on this challenging project. Their work added a new dimension to the competitive strategy used by the LEGO Group. In fact, its importance was referenced at the company's annual strategy meeting. The report was so well received, that one member of the project team has since secured employment." 


- The LEGO Group