An Analysis and Evaluation of Lego's Global Marketing Strategy

Learning Outcomes: Knowledge and Understanding

Learning Outcomes: Knowledge and Understanding tested in this assignment:

1.Evaluate and apply models of environmental analysis and in particular cultural analysis

2.Evaluate and apply appropriate global marketing strategies

3.Formulate and evaluate plans for the implementation of global marketing strategies.

Learning Outcomes: Skills and Attributes tested in this assignment:

4 Gather, interpret and evaluate secondary global marketing data

5.Explain and critique different global marketing strategies

6.Advise on global marketing plans in terms of development implantation and control across cultures

Feedback /Marking criteria for this Assignment

Performance will be assessed using HBS Grading Criteria and Mark scheme.

Guidance for improvement will be given in writing on the Assessment Feedback Form or on the StudyNet Feedback Form within 4 weeks of submission.

Assignments submitted up to one week late will receive a maximum numeric grade of:

Plagiarism offences will receive standard penalties.

Detailed Brief for Individual/Group Assessment

The title of the assignment.

An analysis and evaluation of Lego’s global marketing strategy.

The aim of the assignment is to demonstrate your understanding of how a global corporation strategically manages its marketing operations across global markets and cultures.

You are required to produce a report, which identifies and critically analyses some of the significant global strategies that Lego has adopted.

You are also required to make marketing recommendations for the next 5 years,

From your research, illustrate and explain through reference to academic theory, models and frame works, their global marketing strategy.

A guide to the topics that you should consider are the unit topics that are covered by this module.

You should consider, as a minimum, their market and product development, market entry approach and the marketing mix selection. 80% of the report.

You must follow a report structure, but include academic references. Below is a list of heading topics that you could consider:

Lastly, you should make justified recommendations for the next 5 years. 20% of the report.

Reference list (at least 15 references, with at least 10 academic [journal articles and books], please separate academic from secondary)

Give full details, following CASE Harvard Referencing guidelines.

Appendices must be linked to the body of the work – do not include if not referred to.

It is essential that:                                                                                                           

Tips:

Show awareness of other aspects of marketing to convince the marker that you understand the subject.

Read and use a range of recent academic resources, e.g books, journals, websites for Mintel reports, Keynote, etc

Do NOT use Wikipedia/ website references alone

Paraphrasing others’ views and citing/referencing the relevant source, is generally better than using direct quotes

Check grammar, use UK spelling and try to use PEEEL to structure your main paragraphs. Refer to CASE

Evidence of independent thought and original applications may improve your mark

Use Arial Font size 12, double spacing between paragraphs.

WE use plagiarism software so do not copy and past from websites. You are advised to run your work through Turnitin before submission.                         

You should follow a report structure using headings and sub-headings. Include an appendix if necessary, but these MUST be referred to in the report, and the references; these will not be included in the word count. You must reference any sources of information used. All references stated at the end MUST be used in the report.

·For further help, contact your module leader in their drop-in hours or by email.

·Use the Grading Criteria and Mark Scheme to help improve your work.

·Go to CASE workshops, use the CASE website and drop-in hours

·Academic English for Business [AEB] support will be made  available, specific details will published by the AEB Tutor.

·Make full use of Library search to identify relevant academic material and the ‘Subject Toolkit for Business’ which contains links to other Information Databases and the Information Management contact details.