Read the information provided about the Lego Case in the three documents provided at these links.

nt_lego_10dec12.pdf

Format

This assignment is to be submitted as an individual assignment in report format.

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:

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?

2. Shaping the Market Offerings:

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.

3. Delivering Value:

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

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

Marking Guide Assignment 3:

Question 1 –
Building Strong Brands
 Commentary on how Lego has valued and managed its brand equity.
 Provision of a brief competitive analysis for Lego.
 Commentary and advice on brand positioning for Lego including advice on how to improve or strengthen their current position.
 Use of appropriate and relevant theory to support and justify recommendations and discussion. / 20 Marks
Question 2 –
Shaping the Market Offerings:
 Commentary about Lego’s current pricing strategy
 Advice about any price adaptations that should be considered
 Advice regarding the primary pricing objective to be for Lego for the future.
 Use of appropriate and relevant theory to support and to justify recommendations and discussion. / 20 Marks
Question 3-
Delivering Value
  • Advice provided in relation an appropriatedistribution strategy for Lego
  • Advice provided about channel levels and intermediaries
  • Consideration given as to market-logistics issues that Lego needs to consider in adopting this strategy.
  • Use of appropriate and relevant theory to support and to justify recommendations and discussion
/ 15 Marks
Question 4 –
Communicating Value:
 Advice provided about how Lego could
use and capitalise on word-of-mouth
communications, customer driven and viral
marketing techniques.
 Advice provided about how Lego could
use concepts such as co-creation to
increase its market share and relevance to
its customers.
 Commentary about the various forms of
interactive marketing that would be most
appropriate for Lego given its objectives
and channel decisions.
 Recommendations about how Lego can
drive customer-focused marketing and
strategic innovation throughout their
organisation
 Use of appropriate and relevant theory to
support and to justify recommendations. / 20 Marks
Question 5
Creating Successful long-term growth:
 Advice provided about the role of
corporate social responsibility in Lego’s
marketing strategy moving forward.
 Specific recommendations provided about
how Lego can evaluate its marketing
efforts to date and for the future that
includes an implementation plan.
 Use of appropriate and relevant theory to
support and to justify recommendations
and discussion / 15 Marks
Format and creativity –
 Presentation showed creativity, originality
and an understanding of the theoretical
elements of marketing strategy.
 Submission was technically correct in that
the grammar, English expression,
language, style and all components were
present and appropriate for the audience.
 Referencing style was correct and theory
was appropriately and correctly cited / 10 Marks