Principles of Marketing Management – Case Study of LEGO

Chapters:

• Introduction ------------------------------------------------ 3

• Company Background ----------------------------------- 4

• Marketing Focus------------------------------------------- 5

• SWOT Analysis -------------------------------------------- 6 – 7

• Time Series Analysis ------------------------------------- - 8 – 9

• Product Analysis ------------------------------------------ -10 – 11

• Suggested Marketing Plan --------------------------------12 – 13

• Conclusion --------------------------------------------------- 14

• References --------------------------------------------------- 15

INTRODUCTION –

For a company that has firmly established its foothold for the last 75 years, developing a futuristic three – year marketing plan involves critically analyzing the current marketing strategies and stating new strategies to be implied in the next few years. In this paper, four current marketing development plans namely SWOT Analysis, Time Series Analysis, and Market Product Analysis are dealt in a detailed way.

Awarded the “Toy of the Century” at the end of the millennia, LEGO Group has nurtured generations of children and pre-teens with its creative and learning construction blocks. Over the years, LEGO has developed newer version of their products, masterminded by some of the best designers working with LEGO.

However, what should be the purpose of LEGO and this paper too is to highlight the new marketing strategies that competitor industries are successfully making use of in their businesses. It is in the benefit of LEGO to examine current internal and external marketing influences and perhaps re-design their current