Marketing > CASE STUDY > Analysis and Evaluation of LEGO’s Global Marketing Strategy UK (Revised) (All)

Analysis and Evaluation of LEGO’s Global Marketing Strategy UK (Revised)

Document Content and Description Below

An Analysis and Evaluation of LEGO’s Global Marketing Strategy 1 Cover sheet An Analysis and Evaluation of LEGO’s Global Marketing Strategy Marketing Across Cultures, module No. 7BSP1271 Modul... e Leader Student member number: Date (Word count 3232)An Analysis and Evaluation of LEGO’s Global Marketing Strategy 2 Executive Summary The LEGO fraternity is among the biggest toy manufacturers worldwide. The Kirk Kristiansen family owns and manages the company. its headquarters is based in Billund, Denmark. The company is found in many states around the world where it operates. It is known widely across the nations for the production of its core product know as bricks. The product was launched in 1958 with the main purpose to provide fun and educational experiences apart from kids also for the adult. The corporation is famously known for being named twice as “Toy of the Century” (Herman 2019, p. 56). In 2020, the LEGO company has experienced several interruptions and challenges. It is believed the company has started to encounter the challenges and by the end of this recently it will have already picked up. In recent years, LEGO has experienced considerable disruptions due to the outbreak of COVID-19 worldwide. This has greatly changed the landscape of the toy industry because of the impacts and new technologies in the markets. Throughout the research approach, the paper is divided into sub-sections to make it easier and for effective understanding of the study. Some of the parts include the overview, the LEGO capacity, the BCG matrix, market and environmental factors analysis, fiveyear recommendations, and conclusions. LEGO Group has applied many strategies to enter new markets such as joint ventures and license manufacturing. This has contributed to LEGO’s high market expansions. There are possible suggestions recommended for LEGO in the next five years to undertake its production and marketing in the best way. Initially, through the application of the Ansoff Matrix, the enterprise needs to explore and identify market opportunities through new products and new markets like African nations. Also, there is a need to target existing markets like China through promotion due to high [Show More]

Last updated: 2 years ago

Preview 1 out of 20 pages

Buy Now

Instant download

We Accept: