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Picking up the pieces

Read the article Picking up the pieces (you can do this in the window below or follow the previous link to read the article in a separate window) and then consider answers to the questions below.


Question 1

If Lego made a "DKr1.6 billion ($240m) operating loss on sales of DKr6.8 billion", calculate their profit margin.

Question 2

Define the term 'diversification'.

Question 3

Carry out a SWOT analysis for the Lego business.

Question 4

Discuss the reasons why Lego's attempt to establish themselves as a "lifestyle brand" ended in a high level of losses.