Lego Marketing

In: Business and Management

Submitted By kt441
Words 500
Pages 2
Koji Tanaka
Susan Fae Carder
MKT333 Section1
10/21/2013
Case Study #5 – LEGO
Discussion Questions:
1. Do you think LEGO should try to compete with more technologically-advanced toys? Why or why not?
Yes they should. World has been changing as technologies improved. People needs are expected to be higher to the point where the technocracies are matched. For example, TV gamers had to get together in one game machine to play the game ten years ago. Now days, they are able to match a game through internet without being together.

2. Identify briefly the marketing mix (4Ps) strategies for LEGO.
Product
Lego is almost unique as a brand in that the positive associations consumers have with it start to form at a very young age, such that when those children become parents themselves, they are very well disposed towards it. This is a huge asset, but also a big responsibility for the brand. It is important to remember that all the activities are generic and therefore could vary between industries. LEGO was among other things, saved by entering into strategic partnerships with companies such as Lucas Arts and Warner Bros, who hold the licenses for Star Wars and Harry Potter respectively.
Place
A change in any of these factors can create new opportunities or threats, which the organization will have to corporate to create a successful business. Since the LEGO group is a multinational organization then it is important that all relevant countries will be analyzed to give a credible evaluation of the LEGO group’s macroeconomic environment. Strategic partnerships add to the next level while aid in retaining their large fan base and promoting the company to future costumers.
Price
Although in the future raw material prices might be influenced, either positively or negatively giving its utilization of the same materials as in the production of LEGO, LEGO has…...

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