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Relationship Management Issues That LEGO Should Consider

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1.Using the Following Drivers of Strategic Relationships Describe how LEGO could leverage it competitive Positions with Companies or Organisations in Asia.

2. Assuming an Organisation with Businesses, in Childcare, Retail and Education, Proposes to form a Collaborative Relationship with LEGO, discuss five key Relationship Management Issues that LEGO should Consider when forging the Relationship.



1.Despite adopting the changes, LEGO’s performance did not improve. As a matter of specification, there was a noticeable decline in the sales revenue. The major drive behind this was the lack of orientation for expanding the market size. Taking into consideration effective analytical tools, such as, value chain analysis would have benefitted the company to enjoy competitive advantage over the contemporary brands (Petty et al., 2015). Effective consideration of inbound and outbound logistics would beautify the internal environment. This would act as an additional assistance in penetrating into the external environment.

This penetration is full of hurdles; therefore, possession of adequate resources would act as a savior in times of emergency. Within this, provision of training to the employees on effective utilization of the available resources nullifies the aspect of situational crisis for LEGO. This training would play an important role in enhancing the skills, expertise and knowledge of the employees (Worth, 2013). Capability in making practical application of the learnt skills would help the managers to establish relevancy with the exposed performance with the goals and objectives.

Viewing it from another perspective, training would prepare the employees to deal with the potential risks and challenges confidently. This motive broadens the approaches of the personnel towards the risks, ranging from intense competition from the contemporary brands to excessive cash flows. Training and spontaneous response to these complexities would provide the access o LEGO to become the beneficiary of preserving the childhood (Armstrong et al., 2014).

Continuous evaluation would help the managerial authority to assess the exposed performance in terms of the performance of the other brands. This evaluation possesses two connotations. On one hand, it would bring to the forefront the major drawbacks, which might influence the purchasing power of the customers. On the other hand, this evaluation would act as a cornerstone for the personnel of LEGO in terms of their professional development. Maintenance of consistency in the execution of this evaluation would bring noticeable improvements in the business activities as well as in the individual performance of the personnel. This consistency would lessen the frequency of mistakes, which enhances the confidence of the employees in terms of performing the basic tasks (Wisner, Tan & Leong, 2014). These aspects would result in the preservation of the organizational values.


2.Partnership with Early Childhood Development Agency (ECDA) would act as a helping hand for LEGO in terms of upgrading their products and services. Consideration of several factors would result in the preservation of childhood. Effective adherence to the standards and codes of the regulatory framework would add a legal touch to the business activities of LEGO. This adherence would maintain the stability in the relationship between LEGO and ECDA.

Researching the specific details about the agency would prove helpful for LEGO. This would contradict the aspect of situational crisis (Sheth & Sisodia, 2015). This step would reflect the consciousness of LEGO to safeguard their sanctity. Gaining an insight into both the internal and external environment of ECDA would help the personnel of LEGO to indulge into partnership with ECDA. This consideration would help in developing quality childcare programs. Taking sponsorships for these programs would act as a savior for LEGO in times of emergencies.  

Prior to all these, consideration of financial flexibility would act as a wise step for LEGO in terms of entering into partnership with ECDA. Achievement of negative outcomes in this direction would act as a compromise with the nourishment needed by the children for their development (Baker, 2014). Viewing it from another perspective, presence of financial stability yet lack of inadequate resources is one of the challenges, which stalls the wish fulfillment of the children.

Possession of efficient and effective management techniques need to be considered by LEGO for entering into partnership with ECDA. Management is the means, with which LEGO can bring improvements in the services. Maintaining checklists can be an efficient means. Consistent attitude in the application of these techniques would upgrade the performance of internal as well as external environment. Countering this, beautification of the internal environment would lead to the modification of the external environment (Baker, 2014). This consideration would help LEGO to expand their market size on a partnership ground.

These considerations would pave the way of foreign market penetration for LEGO, Critically reviewing this, the action of “GO” can be considered as a push for the company in terms of altering their history. Further, “Leg” is the efforts, with which the company would step into the realm of success.



Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.

Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.

Petty, J. W., Titman, S., Keown, A. J., Martin, P., Martin, J. D., & Burrow, M. (2015). Financial management: Principles and applications. Pearson Higher Education AU.

Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the future. Routledge.

Wisner, J. D., Tan, K. C., & Leong, G. K. (2014). Principles of supply chain management: A balanced approach. Cengage Learning.

Worth, M. J. (2013). Nonprofit management: Principles and practice. Sage.


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