1. How has The LEGO Group (TLG) engaged with its microenvironment to “embrace corporate social responsibility from top to bottom”? Identify and explain specific examples from two (2) different micro environmental elements.

2. Question: How has the macro environment impacted The LEGO Group (TLG)? Identify and explain the impact of three (3) different macro environmental elements.

3. Question: Use evidence from the case to prove that The LEGO Group (TLG) is pursuing environmental sustainability.

4. Question: Review the following statements from the case and determine if it is a strength, weakness, opportunity, or threat.

   1. In the same industry as “powerhouses Mattel and Hasbro.”

   2. “TLG believes that engaging employees in the company mission and vision is an important part of creating the ‘best place to work’.”

   3. “All those bricks went into more than 100 million LEGO sets that found their way into the eager hands of customers in 140 countries, putting over $5.6 Billion in TLG’s coffers.”

  

Appendix 1: Company Cases 555 Company Case 16 play by facilitating a child's natural approach to learning. The idea is to enable children to build valuable life skills while hav- ing fun. This supports TLG's vision-"to inspire and develop the builders of tomorrow." In addition, one of the driving pillars of TLG's responsibility strategy is "leaving the best possible LEGO: Making the World a Better Place-One Brick at a Time world for children to inherit." TLG's very ownership structure demonstrates its commitment to children. The LEGO Foundation owns 25 Classic LEGO plastic bricks have been fixtures in homes around the world for more than 70 years. Just 15 years ago, The LEGO Group (TLG) was near bankruptcy, spiraling downward percent of the company. Dedicated to carrying out TLG's vision, the LEGO Foundation acts as an internal watchdog, ensuring that the profits from every LEGO product sold help bring learning through play to children. To this end, the and losing moncy at a rate of $1 million a day. But after atation sive restructuring and implementation of a new strategic plan, TLG bas been on the rise ever since. In fact, TLG is now the a mas- LEGO Foundation conducts rescarch and carries out Local Hashro Lart v y company, besting powerhouses Mattel and year, The LEGO Group (TLG) produced 3,700 Community Engagement activities all over the world. Such activities include working with partners to execute carly launch Play Labs, and establish early world's largest toy different types childhood programs, of LEGO bricks and a record 75 billion total childhood centers. bricks, enough to construct a continuous line stretching around the world more than 27 times. All those bricks went into more Recognizing "play" as a child's right, TLG worked with the LEGO Foundation and partner UNICEF to give children a voice during World Children's Day, bringing kids in to take over key roles at TLG. Additionally, TLG motivated employ- ees to volunteer to work with children around the world in a than 100 million LEGO sets that found their way into the e eager hands of customers in 140 countries, putting over $5.6 billion into TLG's coffers. Perhaps more notable than becoming the global toy market leader is the fact that TLG has achieved this feat while also establishing cial responsibility. In fact, in an annual study published by Forbes, based on ratings of social responsibility from con- sumers in 15 countries, LEGO came out on top last year, moving up from its fifth-place showing the year before. In the study conducted by the Reputation Institute, LEG0 topped program to engage them in environmental and social issues as well as help them build ideas to make the world a better place. Through these and other activities, the LEGO Foundation en- gaged 1.3 million children last year. unsurpassed commitment to so- Caring for People: A Company Value all other companies perceptions that it behaves ethically, The initiatives mentioned above aren't only about children- they focus on TLG's responsibility toward people as well. For such initiatives, TLG engages employees as well as local com- munity members to take part. For example, TLG encourages employees to become "Play Agents," training and educating operates transparently, conducts business fairly, protects the environment, and supports worthy causes. These consumer perceptions reflect TLG's actions. According to Stephen Hahn-Griffiths, Chief Research Officer for the Reputation Institute, TLG "has embraced corporate social responsibility from top to bottom." When TLG developed its plan to bounce back from the brink of bankruptcy, it also took the opportunity to reevaluate its company values. As a result, a social responsibility strat- egy became a key component of TLC's turnaround plan, driv- en by a desire to have a more positive impact on the world. To demonstrate its commitment, TLG beccame the first toy them viding them with the tools needed to inspire children through Local to understand role and significance of play and pro- Community Engagement activities. Last year, the LEGO Foundation trained almost 1,200 Play Agents, bringing the total to 3,000. TLG believes that engaging employees in the com- pany mission and vision is an important part of creating "the best place to work." But when it comes to caring for people, TLG goes much deeper than mixing work and play. TLG has high standards for treating employees with respect, paying fair wages, maintaining a safe work environment, and ensuring reasonable working hours. These standards do not stop at the walls of the company's own facilities. Under the LEGO Code of Conduct, all suppliers must comply with strict guidelines for child labor, forced labor, discrimination, wages and benefits, health and safety, and other aspects of ethical treatment of employees. During the past year, TLG audited 100 percent of suppliers with respect to the LEGO Code of Conduct, including supplicrs in high-risk countries. What's more, TLG requires that each supplier provide written as- surance that their own suppliers comply with the same standards. company to join the United Nations Global Compact-the world's largest social responsibility initiative-and commit- ted to support the 17 United Nations Sustainable Develop- ment Goals. It's for the Children TLG's social responsibility goals are organized into three key areas-children, people, and the environment. According to Thomas Kirk Kristiansen, great-grandson of company TLG founder Ole Kirk Kristiansen, "Children are our role models." TLG has always sought to inspire children through the power of