Format
This assignment is to be submitted as an individual
assignment in report format.
The
task
Your task is to read and consider the information
provided in the case documents. Based on your studies so far in the course you
are required to audit the actions and strategies of Lego from a marketing
perspective and provide specific advice and commentary to Lego for their future
direction in the areas noted below.
1. Building Strong Brands:
a. How has Lego valued and managed its brand equity?
b. Conduct a brief competitive analysis for Lego,
what can this tell you about their brand positioning and what advice would you
offer to improve or strengthen where you currently seem the positioned?
2. Shaping the Market Offerings:
a. What are your thoughts about Legos current
pricing strategy and what price adaptations should they consider in their
marketing strategies moving forward and what would you advise their primary
pricing objective to be? Explain and defend your reasoning.
3. Delivering Value:
a. How
would you advise Lego in relation to their
distribution strategy for their
products and what market-logistics issues should
Lego consider and what
would you advise in relation to their channel levels
and intermediaries
Communicating Value:
a. How could Lego use and capitalise on
word-of-mouth communications, customer driven and viral marketing techniques;
b. How might Lego use concepts such as co-creation
to increase its market share and relevance to its customers?
c. What forms of interactive marketing would be most
appropriate for Lego given its objectives and channel decisions?
d. How can Lego drive customer-focused marketing and
strategic innovation throughout their organisation?
5. Creating Successful long-term growth:
a. What role should social responsibility play, if
at all, in Legos marketing strategy moving forward?
b. How should Lego evaluate its marketing efforts to
date and for the future?
Suggest several specific steps they should take and
defend these suggestions with appropriate theory