- Read the information provided about the Lego Case in the three documents provided at these
links.
http://www.managing-innovation.com/case_studies/Lego.pdf
http://hbswk.hbs.edu/item/7170.html
http://pedroantaoalves.files.wordpress.com/2013/04/strategicmanagement_lego_10dec12.pdf
http://www.thelegocasestudy.com/uploads/1/9/9/5/19956653/lego_case_study_2014.pdf
Format
This assignment is to be submitted as an individual assignment in report format and
submitted through the EASE portal by the due date.
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:
2. Shaping the Market Offerings:
3. Delivering Value:
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?
a. What are your thoughts about Lego's 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.
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
4. 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 Lego's 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?
