An analysis and evaluation of LEGO’s global marketing strategy

Cover sheet

This report requires evidence of research, insights and critical evaluation.  Per the marking criteria (part of the Assignment Brief) the majority of your marks will come from your analysis, discussion and application of key marketing topics/concepts/theories to your observations about LEGO and the issues and opportunities that arise from exploring LEGO’s activities.  

Produce and submit report as a WORD document with headings and subheadings:

1. Cover sheet – Include: Title - An analysis and evaluation of LEGO’s global marketing strategy Marketing Across Cultures, Module No. 7BSP1271, Module Leader: Adrian Goodsall Student member number  (No name)

2. Executive Summary - Briefly offer an introduction to LEGO, i.e. important background, significant historical facts about the business and current context. Also, highlight the aim, summarise the research approach, conclusions and recommendations – Not included in the word count.

3. Table of Contents (use headings as shown below; sub-headings relevant to your report focus)

4. Introduction –   Word count begins here.  Aim of the report - The aim of this report is to demonstrate understanding of how a global corporation strategically manages its marketing operations across global markets and cultures.                                                                                                             

Through the identification, comparison and application of relevant marketing theories/concepts, LEGO’s strategic management of its global marketing operations will be analysed and evaluated.

5. Review of LEGO’s capability and current product/service portfolio – include, for instance, what they did historically, what significant decisions were made that have impacted/impact marketing of the current products and services.

6. Analysis of the Market/Environment opportunities and characteristics – as examples only: Cultural environment and Economic environment through the possible use of Porter’s Five Forces in relation to the micro-environment – competitive environment; PESTLE, one or two elements in the macro-environment. The tables showing application of these tools can be provided as Appendices, but key aspects must be explained in the body of the report.

7. Discussion/analysis and evaluation of the marketing strategies and tactics – as examples only:   can include Growth Strategies, i.e. Competitive or Cost Advantage (Porter) or Incrementalism (Mintzberg)   (see next page)                                                  

a. Market selection – Key market(s) and target customers, include segments targeted and/or discuss if these are similar around the world (just provide one or two examples)

             b. Mode of market entry – for example, franchise, licence manufacturing

             c. Marketing Mix -  for example, one or two elements of the 7Ps                                                                                                                                             

8. Recommendations - Product and market recommendations for the next five years with justifications based on the report’s findings.  Worth 20% of the overall grade. Include, for example, What markets should LEGO enter? What products should LEGO enter with? What overall strategy should LEGO use?

9. Conclusions – Summarise the key points already explained in the report and confirm what was discovered in relation to the aim.

10. References (minimum 10 academic i.e. books and journals and 5 secondary i.e. from Business Toolkit – HBS Harvard Referencing required – DO NOT use Wikipedia)

11. Appendices (must be linked to and referred to in the main body) 

Key Marketing Topics to be included in your report.  See Module Units for relevant lecture recordings.

The topics are the lecture (weekly) topics:

1. Culture/management/ethics

2. The global environment (including competitive, macro and micro level forces)

3. Product (portfolio analysis and management)

4. Promotion (including cross cultural implications)

5. Pricing (cross border implications)

6. Distribution

7. Market selection/ market entry

8. Strategies and planning

Your clear understanding of the theories and concepts and what they are used for should be evidenced in your writing. It should also be clear what insights were gained as a result of the application of some of these to LEGO.

Your report should clearly offer a logical argument, with your analysis and discussion supporting the recommendations and conclusions.

It is important that you proof-read your report and that you compare the instructions in the assignment brief with your final product. Do not lose points due to errors which are quick and easy to fix.