Lego has experienced declining sales in core markets and wants to expand into new markets in Asia and Africa. A SWOT analysis identified strengths in brand equity and licensing but also weaknesses in high prices and lack of focus. Opportunities exist in emerging markets and rising middle classes. Threats include increased competition and changing play patterns. The report recommends three SMART objectives for 2020: opening new factories/stores in 5 countries and increasing global sales 40% and market share 5%. A market development strategy of introducing core products in new markets is proposed along with changes to the marketing mix like localizing products, tiered pricing, digital promotion, expanding retail presence, and local R&D teams. Metrics like sales, market share, and
The document provides a mark scheme for assessing responses to questions on a GCE exam in Business Studies/Economics and Business. It outlines the general marking guidance which states that all candidates should receive equal treatment and marks should be awarded based on what is shown rather than penalizing for omissions. It then provides the specific mark schemes for 9 questions on the exam, outlining the number of marks available for showing knowledge, application, analysis, and evaluation in responses. The mark schemes also sometimes include possible content that may be included in responses.
Just some random slides I've found, used or made over the years. Do great jobs and showing some of the key concepts in this area. First used some of these almost 25 years ago on my 2nd project at Arthur D. Little with Schlumberger's Team out of Paris.
LEGO is a Danish toy company founded in 1932. It manufactures and distributes plastic building blocks and kits. In the late 1990s, LEGO launched LEGO Mindstorms, a programmable robotics kit for older children and adults. While Mindstorms was initially successful, it struggled to gain widespread adoption in schools and faced competition from other tech companies. The document discusses LEGO's strategy to integrate Mindstorms and leverage synergies between the new and core businesses.
LEGO Case Study ( Vahit Eren Özer - Riinvest College ) Vahit Eren Özer
The document provides a case study analysis of the LEGO Group. It analyzes the company's external and internal environment using models like Porter's Five Forces and Diamond. It discusses international challenges LEGO faced like a crisis in the late 90s and solutions implemented, including transforming supply chain management. It also covers management of the LEGO brand through branding strategy and challenges encountered maintaining brand uniqueness. Finally, it notes LEGO's future includes enabling customer design of products to inform internal product design.
This document is a project report on LEGO submitted to a professor. It includes an executive summary, introduction on LEGO's history and early development. It also discusses LEGO's marketing mix, product life cycle, product positioning, market segmentation, advertising, market research, consumer buying behavior, product development, and distribution strategy. The project was completed by MBA students as part of their coursework.
1 Outline for Completing the Marketing Plan Assignment .docxfelicidaddinwoodie
1
Outline for Completing the Marketing Plan Assignment
MKT501– Strategic Marketing
Use this format to plan your research and complete the SLP assignments. Your final paper in
module 4 SLP should follow this outline. Note that the letters “a, b, c…” and the numbers “i, ii,
iii, iv…” in the outline below are used to show the major issues you need to include in your
paper and you should not use these letters and numbers to organize your paper.
Cover Page (1 page)
a. Marketing plan title
b. Course title and number
c. Your name and date
d. Name of Instructor
e. Executive Summary (2 pages maximum)
f. Summary of what plan is designed to achieve
g. Summary of key elements of internal environment and external environment
analysis (only points that are relevant to understanding the action plan, only the
point, not the analysis)
h. Summary of prescribed goals and strategic approach to achieving them.
i. Summary of key actions that are outlined.
Table of Contents (as many pages as needed)
I. Product Statement (2 pages maximum)
j. Describe the company/organization
k. Provide brief background of the organization
l. Describe charge you have for this marketing plan
m. Provide a brief overview of what issue you are studying, and how a marketing
perspective can help address the issue.
II. Situation Analysis (3‐6 pages)
NOTE: only include sections which are relevant to your charge. The relevance of
each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
Industry forces that might impact success of any actions taken
ii. Competitor Analysis
Any organization or message which may prevent any actions
taken from being successful
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
2
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
III. SWOT Analysis (3‐6 pages)
a. Strengths and Weaknesses(Internal)
i. Strengths
ii. Weaknesses
b. Opportunities and Threats (External)
i. Opportunities
ii. Threats
c. SWOT Table
IV. Issues Analysis (2 pages maximum)
a. Given your complete marketing analysis, what are the key issues which the
company/organization must understand in order to address the charge that is
being considered?
i. NOTE: This section concisely identifies the most important issues and
decisions that the organization is likely to face when trying to promote
the product in your charge
Bullet points (or numbered statements) are acceptable.
V. Goals and Objectives (2 pages maximum)
a. The goals and objectives should be stated clearly and concisely
i. (Think S.M.A.R.T.).
b. Do not “Discuss” the goals/objectives. Just present them.
i. Each goal/objective should be easily understood given your ...
“We are on a burning platform,” Lego’s CEO Jørgen Vig Knudstorp told colleagues. “We’re
running out of cash… [and] likely won’t survive”
But Lego’s CEO Jørgen Vig Knudstorp was able to create a ‘comeback story’ and achieved profits
of £660M, making it the number one toy company in Europe and Asia, and number three in
North America, where sales topped $1BN for the first time. From 2008 to 2010 its profits
quadrupled, outstripping Apple’s. Indeed, it has been called the Apple of toys: a profitgenerating, design-driven miracle built around premium, intuitive, covetable hardware that fans
cannot get enough.
PSY 616 Milestone Three Guidelines and Rubric StrategyOverview.docxpotmanandrea
PSY 616 Milestone Three Guidelines and Rubric: Strategy
Overview: You will prepare three graded formative tasks (milestones) supporting the analysis needed for the final product, a consulting case study and action plan for a real-world organization.
The three presentations will examine the problem in the organization (Milestone Two), the strategy to address the problem (Milestone Three), and a prediction of possible outcomes (Milestone Four).These will also be included in the final project as an appendix. These formative tasks will scaffold to the final product providing opportunities to apply organizational consulting concepts and tools in a real-world example.
Guidelines for presentations: The development of concise, professional presentations suitable for presenting to the leadership of a client organization is an important component of an organizational consultant’s role. For each presentation, the content should clearly address the specific goal. The target audience is the client, so the slides should be written in an effort to persuade the client to agree with your point of view. No matter how extensive the research or accurate the conclusions, a weak presentation can undermine an argument. When creating presentations, you will develop skills in researching an issue, synthesizing the information, organizing data logically, and presenting findings in an effective manner.
1. You may use a product such as PowerPoint, Google Presentation, or Prezi to create your presentations.
2. There are various template designs that you can find on the web for your presentation. Consider your presentation from the perspective of your audience prior to selecting a specific style. Avoid distractions. Be consistent with the style of text, bullets, and subpoints to support a powerful presentation that allows your content to be the focus.
3. Each slide should include your key point(s). Do not place large blocks of text on the visual.
4. Use clip art, AutoShapes, pictures, charts, tables, and diagrams to enhance but not overwhelm your content.
5. Be mindful of the intended audience.
Below are links that offer helpful tips and examples for developing your presentations:
· Making PowerPoint Slides
· Beyond Bullet Points: The Better Way to Use PowerPoint
· Really Bad PowerPoint and How to Avoid it
Prompt: In task 6-2, you will submit a presentation describing your strategy (or strategies) to address the problem(s) discussed for your selected organization in Milestone Two. Imagine that your audience is your client, the leader of the organization. The format should be a three- to four-slide presentation.
Note: You will also post your presentation by the end of Module Six to Peer Commentary Discussion 7-2.
Rubric
Format: The presentation must be between three and four slides. When applicable, discipline-appropriate citations must be used.
Instructor feedback: Students can find their feedback in the Grade Center.
Critical Elements
Exemplary
Proficien ...
The document provides a mark scheme for assessing responses to questions on a GCE exam in Business Studies/Economics and Business. It outlines the general marking guidance which states that all candidates should receive equal treatment and marks should be awarded based on what is shown rather than penalizing for omissions. It then provides the specific mark schemes for 9 questions on the exam, outlining the number of marks available for showing knowledge, application, analysis, and evaluation in responses. The mark schemes also sometimes include possible content that may be included in responses.
Just some random slides I've found, used or made over the years. Do great jobs and showing some of the key concepts in this area. First used some of these almost 25 years ago on my 2nd project at Arthur D. Little with Schlumberger's Team out of Paris.
LEGO is a Danish toy company founded in 1932. It manufactures and distributes plastic building blocks and kits. In the late 1990s, LEGO launched LEGO Mindstorms, a programmable robotics kit for older children and adults. While Mindstorms was initially successful, it struggled to gain widespread adoption in schools and faced competition from other tech companies. The document discusses LEGO's strategy to integrate Mindstorms and leverage synergies between the new and core businesses.
LEGO Case Study ( Vahit Eren Özer - Riinvest College ) Vahit Eren Özer
The document provides a case study analysis of the LEGO Group. It analyzes the company's external and internal environment using models like Porter's Five Forces and Diamond. It discusses international challenges LEGO faced like a crisis in the late 90s and solutions implemented, including transforming supply chain management. It also covers management of the LEGO brand through branding strategy and challenges encountered maintaining brand uniqueness. Finally, it notes LEGO's future includes enabling customer design of products to inform internal product design.
This document is a project report on LEGO submitted to a professor. It includes an executive summary, introduction on LEGO's history and early development. It also discusses LEGO's marketing mix, product life cycle, product positioning, market segmentation, advertising, market research, consumer buying behavior, product development, and distribution strategy. The project was completed by MBA students as part of their coursework.
1 Outline for Completing the Marketing Plan Assignment .docxfelicidaddinwoodie
1
Outline for Completing the Marketing Plan Assignment
MKT501– Strategic Marketing
Use this format to plan your research and complete the SLP assignments. Your final paper in
module 4 SLP should follow this outline. Note that the letters “a, b, c…” and the numbers “i, ii,
iii, iv…” in the outline below are used to show the major issues you need to include in your
paper and you should not use these letters and numbers to organize your paper.
Cover Page (1 page)
a. Marketing plan title
b. Course title and number
c. Your name and date
d. Name of Instructor
e. Executive Summary (2 pages maximum)
f. Summary of what plan is designed to achieve
g. Summary of key elements of internal environment and external environment
analysis (only points that are relevant to understanding the action plan, only the
point, not the analysis)
h. Summary of prescribed goals and strategic approach to achieving them.
i. Summary of key actions that are outlined.
Table of Contents (as many pages as needed)
I. Product Statement (2 pages maximum)
j. Describe the company/organization
k. Provide brief background of the organization
l. Describe charge you have for this marketing plan
m. Provide a brief overview of what issue you are studying, and how a marketing
perspective can help address the issue.
II. Situation Analysis (3‐6 pages)
NOTE: only include sections which are relevant to your charge. The relevance of
each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
Industry forces that might impact success of any actions taken
ii. Competitor Analysis
Any organization or message which may prevent any actions
taken from being successful
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
2
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
III. SWOT Analysis (3‐6 pages)
a. Strengths and Weaknesses(Internal)
i. Strengths
ii. Weaknesses
b. Opportunities and Threats (External)
i. Opportunities
ii. Threats
c. SWOT Table
IV. Issues Analysis (2 pages maximum)
a. Given your complete marketing analysis, what are the key issues which the
company/organization must understand in order to address the charge that is
being considered?
i. NOTE: This section concisely identifies the most important issues and
decisions that the organization is likely to face when trying to promote
the product in your charge
Bullet points (or numbered statements) are acceptable.
V. Goals and Objectives (2 pages maximum)
a. The goals and objectives should be stated clearly and concisely
i. (Think S.M.A.R.T.).
b. Do not “Discuss” the goals/objectives. Just present them.
i. Each goal/objective should be easily understood given your ...
“We are on a burning platform,” Lego’s CEO Jørgen Vig Knudstorp told colleagues. “We’re
running out of cash… [and] likely won’t survive”
But Lego’s CEO Jørgen Vig Knudstorp was able to create a ‘comeback story’ and achieved profits
of £660M, making it the number one toy company in Europe and Asia, and number three in
North America, where sales topped $1BN for the first time. From 2008 to 2010 its profits
quadrupled, outstripping Apple’s. Indeed, it has been called the Apple of toys: a profitgenerating, design-driven miracle built around premium, intuitive, covetable hardware that fans
cannot get enough.
PSY 616 Milestone Three Guidelines and Rubric StrategyOverview.docxpotmanandrea
PSY 616 Milestone Three Guidelines and Rubric: Strategy
Overview: You will prepare three graded formative tasks (milestones) supporting the analysis needed for the final product, a consulting case study and action plan for a real-world organization.
The three presentations will examine the problem in the organization (Milestone Two), the strategy to address the problem (Milestone Three), and a prediction of possible outcomes (Milestone Four).These will also be included in the final project as an appendix. These formative tasks will scaffold to the final product providing opportunities to apply organizational consulting concepts and tools in a real-world example.
Guidelines for presentations: The development of concise, professional presentations suitable for presenting to the leadership of a client organization is an important component of an organizational consultant’s role. For each presentation, the content should clearly address the specific goal. The target audience is the client, so the slides should be written in an effort to persuade the client to agree with your point of view. No matter how extensive the research or accurate the conclusions, a weak presentation can undermine an argument. When creating presentations, you will develop skills in researching an issue, synthesizing the information, organizing data logically, and presenting findings in an effective manner.
1. You may use a product such as PowerPoint, Google Presentation, or Prezi to create your presentations.
2. There are various template designs that you can find on the web for your presentation. Consider your presentation from the perspective of your audience prior to selecting a specific style. Avoid distractions. Be consistent with the style of text, bullets, and subpoints to support a powerful presentation that allows your content to be the focus.
3. Each slide should include your key point(s). Do not place large blocks of text on the visual.
4. Use clip art, AutoShapes, pictures, charts, tables, and diagrams to enhance but not overwhelm your content.
5. Be mindful of the intended audience.
Below are links that offer helpful tips and examples for developing your presentations:
· Making PowerPoint Slides
· Beyond Bullet Points: The Better Way to Use PowerPoint
· Really Bad PowerPoint and How to Avoid it
Prompt: In task 6-2, you will submit a presentation describing your strategy (or strategies) to address the problem(s) discussed for your selected organization in Milestone Two. Imagine that your audience is your client, the leader of the organization. The format should be a three- to four-slide presentation.
Note: You will also post your presentation by the end of Module Six to Peer Commentary Discussion 7-2.
Rubric
Format: The presentation must be between three and four slides. When applicable, discipline-appropriate citations must be used.
Instructor feedback: Students can find their feedback in the Grade Center.
Critical Elements
Exemplary
Proficien ...
Jørgen Vig Knudstorp led a successful turnaround of Lego in the 2000s. The company had experienced a crisis as it invested in the wrong product strategies. Knudstorp refocused the company on reducing costs, improving products, and reviving key lines. He also helped Lego transition to digital offerings and online communities. As a result, Lego went from losses to large profits under Knudstorp's leadership and is now the most profitable toy manufacturer.
How Does the Product Role Change Between Firms by Zuora PMProduct School
In this talk, Alex discussed some parts of being a Product Manager, more specifically, how to be as effective as possible and the importance of learning by your mistakes.
The document provides a summary of the professional experiences and background of Katharina Licht. It details her education in Berlin and early work experiences in San Francisco working in natural foods and advertising. It then outlines roles she held in Boston at an innovations consultancy and freelancing for Sprint and Sapient. The document lists brands and companies she has helped and provides more details on specific projects, including usability testing for Sunglass Hut's ecommerce site, baseline research for LEGO Education, B2B ethnography for Sprint, benchmark studies, and analyzing Sprint's 2010 winter holiday promotion. The document gives high-level overviews of the challenges, actions, and results for each project.
The document provides a summary of the professional experiences and background of Katharina Licht. It details her education in Berlin and early work experiences in San Francisco working in natural foods and advertising. It then outlines roles she held in Boston at an innovations consultancy and freelancing for Sprint and Sapient. The document lists brands and companies she has helped and provides more details on specific projects, including usability testing for Sunglass Hut's ecommerce site, baseline research for LEGO Education, B2B ethnography for Sprint, benchmark studies, and analyzing Sprint's 2010 winter holiday promotion. The document gives high-level overviews of the challenges, actions, and results for each project.
1) LEGO was founded in 1934 with the philosophy of "good play" which believes play enriches child development.
2) LEGO uses a variety of marketing communication tools in its global strategy including posters, exhibitions, public relations, internet marketing and relationship marketing.
3) The core message of LEGO's marketing is "learning and developing through play", which promotes creativity, innovation, fun and imagination through its products.
This document provides an executive summary and strategic analysis of Procter & Gamble (P&G). The summary outlines P&G's business model, history of strategic changes, competitive advantages, and preliminary findings. P&G markets consumer goods globally and generates revenue through product sales. While early strategies focused on diversification and innovation, recent changes have moved toward integration and streamlining brands. P&G employs differentiation strategies tailored to regional customer preferences. The analysis evaluates how P&G's goals, resources, and organizational structure fit its business strategy and identifies issues to address in further reports.
This document discusses how training, communication, and marketing departments can converge to better serve customers in a changing digital landscape. It notes that millennials learn differently than previous generations, preferring social and mobile learning. Two case studies show how organizations leveraged social learning approaches on internal wikis to capture expertise at low cost. The document argues that these departments should combine their strengths by exploring new processes, reusing content, and collaborating to provide more holistic solutions. Starting small with job shadows and collaboration groups could help get synergies flowing between previously siloed groups to get ahead of the curve.
The document discusses the challenges of building a successful consumer hardware company and introduces the concept of the "2-year itch". It states that it typically takes 2 years of retail sales for a consumer product company to succeed or fail, with the first year being a honeymoon period and the second being a critical adjustment period. It also outlines seven pillars that are important for success, including crowd-sourced customer support, having a clear vision, fast product iteration, managing retail inventory, financing manufacturing, separating R&D from engineering, and partnering on logistics. The document emphasizes that building great products also requires building a great company with a functioning value chain.
E B B 3 5 9 – E B B S P o r t f o l i o V C o u r.docxbrownliecarmella
E B B 3 5 9 – E B B S P o r t f o l i o V
C o u r s e P r o j e c t T e m p l a t e - O n l i n e
2018
2
The Distribution & Marketing Plan Template
Using this Template (attached below), provide your ideas and research for the distribution
strategies you will recommend for the logistical movement and delivery of the product to
targeted users in a niche market. You should research similar products to determine what
other self-distributors are doing to deliver their product to a niche market.
The template is just a guide for organizing your paper with headings and sub-
headings. Retype and duplicate the headings and sub-headings. Everything else is your
original content.
Do not include any of the instructor’s comments in blue in the Template when submitting
this assignment. Reproduction of anything other than the headings and sub-headings
from the template will cause a deduction in points for your assignment.
Use the Budget portion of the template to organize your distribution and marketing
expenses. List each item you plan to spend money on, the frequency with which you will
use it, and the cost for your company’s first year.
All of the tools and tactics found in the written section of the plan must match the dollars
that are allocated to them in the Budget Worksheet.
Do not include any costs in the budget that are not directly related to specific distributing
(selling) and marketing (building awareness) strategies proposed for the product.
Costs should be realistic for what you are trying to accomplish. Remember you are
working with a micro budget of $1500 for the entirety of the one-year plan. So, for example,
World Tours and World Premieres are out. This budget will barely afford more than a local
venue or two to showcase your product.
The best way to tackle the Sales Projections and Budget is to create them in Excel, using
formulas in Excel, and then copy and paste the spreadsheet into your Word document
based on the sample provided.
It should take you a few seconds to set up these spreadsheets and type in the column
headings from the template. All of the line items are custom to your project and should be
revised by you to fit your project.
10/19/18 3
Course Project – Outline Template
(Be sure to start with Title Page to include Project Title, Your Name, Course Name, and Date
in proper APA format)
I. Executive Summary
The Company:
Establish in a sentence or two your experience and goals of the company.
The Project:
Explain your project through a premise statement (Artist’s Story or USP or Logline, depending
on your media) along with ways to relate potential success to the investor through similar
successful projects or its appeal to your Target Market.
Sales Projections / Return on Investment:
Summarize how their one-year investment of the agreed upon amount based on your Client
Interview with them will see the project.
Please note the below questions help with the project.Business-L.docxstilliegeorgiana
Please note the below questions help with the project.
Business-Level Strategies
1. What are the two dimensions critical to defining a company’s business-level strategy?
2. What are the generic strategies? How does an organization achieve these strategies?
3. What are the limitations of the generic strategies?
4. What is a best-cost strategy?
5. What does it mean to be ‘stuck in the middle’?
6. When does a best-cost strategy work best?
7. What is a major risk associated with the best-cost strategy?
8. Why do some company concentrate on a single industry while others focus on multiple industries?
9. Describe vertical integration and explain why companies use this strategy.
10. What are two types of diversification and when should they be used?
11. Why and how would a company retrench or restructure?
12. What are three concentration strategies?
13. What is horizontal integration and identify two reasons why horizontal integration fails?
14. What is backward vertical integration? What are some examples?
15. What is forward vertical integration? What are some examples?
You must start a thread before you can read and reply to other threads
Please note the below questions help with the project.
Business-Level Strategies
1. What are the two dimensions critical to defining a company’s business-level strategy?
2. What are the generic strategies? How does an organization achieve these strategies?
3. What are the limitations of the generic strategies?
4. What is a best-cost strategy?
5. What does it mean to be ‘stuck in the middle’?
6. When does a best-cost strategy work best?
7. What is a major risk associated with the best-cost strategy?
8. Why do some company concentrate on a single industry while others focus on multiple industries?
9. Describe vertical integration and explain why companies use this strategy.
10. What are two types of diversification and when should they be used?
11. Why and how would a company retrench or restructure?
12. What are three concentration strategies?
13. What is horizontal integration and identify two reasons why horizontal integration fails?
14. What is backward vertical integration? What are some examples?
15. What is forward vertical integration? What are some examples?
You must start a thread before you can read and reply to other threads
Saylor URL: http://www.saylor.org/books Saylor.org
1
This text was adapted by The Saylor Foundation under a Creative
Commons Attribution-NonCommercial-ShareAlike 3.0 License without
attribution as requested by the work’s original creator or licensee.
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://www.saylor.org/books
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://creativecommons.org/licenses/by-nc-sa/3.0/
Saylor URL: http://www.saylor.org/books Saylor.org
2
Preface
Teaching strategic management classes can be a very difficult challenge for professors. In most
business schools, strategic management is a “capstone” cou ...
International startup expansion Wayra jul/14Fábio Póvoa
This document discusses strategies for international startup expansion. It recommends laying the groundwork from the start by making the company mission global, incorporating international DNA, and protecting intellectual property worldwide. A key step is developing an explicit global strategy that defines goals, target countries and products, go-to-market approach, and operational model. Assigning an "owner" to lead international efforts is important, as is treating international as a separate startup that requires dedicated resources and celebration of successes. Common pitfalls to avoid include lack of commitment, reactive approaches, and failure to dedicate sufficient resources.
The document discusses the bankruptcy filing of Seven Dreamers Laboratories Inc., a Tokyo-based startup that had developed a prototype laundry-folding robot called Laundroid. The startup had received over 10 billion yen in funding but struggled to commercialize the robot, missing two sales targets. It accumulated 2.2 billion yen in debt from heavy R&D investments. Unable to secure more funds for further development to improve the robot, the startup filed for bankruptcy, ending development of the Laundroid robot for now. The concept of a laundry-folding robot had generated interest, but technical and financial challenges prevented Seven Dreamers from successfully bringing their prototype to market.
The document provides an overview of the fictitious Markstrat world which participants will manage marketing departments in. It describes the two product types, Sonite and potential future Vodite. Sonite products are differentiated based on 5 characteristics: processing power, display size, design, battery life, and features. Vodites would satisfy different needs and be differentiated by resolution, energy efficiency, carbon footprint, connectivity, and apps. Brand names follow a convention of starting with the company letter and using O for Sonites and E for Vodites. Sonite customers are segmented into 5 groups with different interests like explorers demanding high performance.
A Perspective on Industry-led R&D Labs in the Silicon ValleyCK Toh
The document discusses industry-led R&D labs in Silicon Valley and keys to their success. It notes that few such labs have succeeded due to lack of direction, focus, and strong technical leadership. It emphasizes the importance of focusing R&D efforts on strategic areas aligned with companies' technology and product roadmaps. Well-run R&D labs contribute to the next few successful products and address technologies for the next 3-5 years. Measuring success based on products helped to create and innovate can indicate an R&D lab's impact.
1) Providers must learn new tools to eliminate disparities, build .docxjeremylockett77
1) Providers must learn new tools to eliminate disparities, build trust with patients, and understand how international biases and pre-established stereotypes affect quality of care. Write a paper (1,000-1,250 words) that identifies and defines various tools and measurements that can be used to measure the effectiveness of diversity programs and policies established by the organization.
2) Address how each of the following must be considered when considering how to implement an environment of diversity:
a) Government regulations.
b) Social pressures.
c) Industry and company ethical codes.
d) Tension between personal standards and the goals of the organization.
3) Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.
4) This assignment uses a grading rubric. Instructors will be using the rubric to grade the assignment; therefore, students should review the rubric prior to beginning the assignment to become familiar with the assignment criteria and expectations for successful completion of the assignment.
Rubric:
1. Demonstrates thorough knowledge of the issues surrounding diversity and their implications. Clearly answers the questions and develops a very strong rationale. Introduces appropriate examples.
2. Supports main points with references, examples, and full explanations of how they apply. Thoughtfully, analyzes, evaluates, and describes major points of the criteria.
3. Thesis and/or main claim are comprehensive. The essence of the paper is contained within the thesis. Thesis statement makes the purpose of the paper clear.
4. Clear and convincing argument presents a persuasive claim in a distinctive and compelling manner. All sources are authoritative.
5. Writer is clearly in command of standard, written, academic English.
6. All format elements are correct.
7. Reference page is present and fully inclusive of all cited sources. Documentation is appropriate and citation style is usually correct.
Saylor URL: http://www.saylor.org/books Saylor.org
1
This text was adapted by The Saylor Foundation under a Creative
Commons Attribution-NonCommercial-ShareAlike 3.0 License without
attribution as requested by the work’s original creator or licensee.
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://www.saylor.org/books
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://creativecommons.org/licenses/by-nc-sa/3.0/
Saylor URL: http://www.saylor.org/books Saylor.org
2
Preface
Teaching strategic management classes can be a very difficult challenge for professors. In most
business schools, strategic management is a “capstone” course that requires students to draw on
insights from various functional courses they have completed (such as marketing, finance, and
accounting) to understand how top executives make the strategic decisions that drive whether
organizations succeed or fail. Many students have very ...
The document provides information about the CIMI.Con Evolution 2013 conference on competitive and market intelligence methods, strategies, tools and systems. The conference will take place on June 6-7, 2013 in Berlin, Germany and feature over 100 industry experts as speakers. It will include keynote presentations, case studies from top companies, and networking opportunities. Attendees can learn best practices for identifying new markets, understanding competitors, and gaining strategic insights.
You have been given the opportunity to pitch your fiction film project to a media company looking to invest in new talent. Your presentation must include: research on similar products and target audience profiling; a summary of the plot, characters, and production elements; and evidence of your individual work and planning through a production log. You aim to creatively communicate your vision for the project and demonstrate your skills as a communication specialist to secure funding from the investors.
1) The document provides an overview of strategic planning and marketing concepts including defining strategic business units, identifying strategic alternatives using matrices, describing elements of the marketing mix and target market strategies, and explaining the importance of implementation, evaluation, and control of the marketing plan.
2) Key learning outcomes are identified relating to strategic planning, developing a mission statement, conducting a situation analysis to identify competitive advantages, setting objectives, and techniques for effective strategic planning.
3) Various exhibits and examples are referenced to illustrate strategic concepts like Ansoff's matrix, the BCG matrix, target market selection, and the marketing mix.
- LEGO has transformed its design processes in recent years through a new system called Design for Business (D4B) to better align design with corporate objectives and ensure new solutions have a clear business case.
- Key elements of D4B include strengthening collaboration between design, marketing and management, using challenge sessions and standardized development processes to evaluate projects at decision gates.
- LEGO's 120 person design team uses D4B tools like an innovation model and foundation overview to plan projects from conception through the prototyping and manufacturing phases.
MKT 574 Module 2 Case Study Communicating ValueSlide 1Title CommIlonaThornburg83
MKT 574 Module 2 Case Study: Communicating Value
Slide 1Title: Communicating Value Case Study
Slide 2Title: Objectives
Empathize and practicecollaboration techniques through a scenario-based case study on strategic marketing planning -- including determining need, SWOT analysis and segmentation activities.Slide 3Title: Two-Scenario Challenge
Voice Over: In this two-scenario challenge, you will first play the role of a marketing manager at Lenovo Corporation in creating a marketing strategy to increase its share in the laptop market.
Then, you will play the role of a strategic marketing executive presenting to the research and development teams at Lenovo. You will use empathy and collaboration to communicate the essentials for the next laptop products which will compete in the 18-25-year-old target market.
On screen:
This two-scenario challenge will enable you to:
· Understand the role of a marketing manager at Lenovo Corporation who is tasked with creating a marketing strategy to increase the company’s share in the laptop market.
· Explore the role of a strategic marketing executive presenting to the research and development teams at Lenovo.
· Practice empathy and collaboration to communicate the essentials for the next laptop products that will compete in the 18-to-25-year-old target market.Slide 4Title: The Marketing Strategy
Lenovo Corporation sells laptop computers. At this time, your major competitors in the laptop market are Apple and Microsoft computers. Lenovo's wishes to further penetrate the consumer laptop market and the 18- to 25-year-old demographic.
You have been hired as a marketing manager at Lenovo Corporation and need to come up with a market strategy to increase Lenovo's market share in the consumer laptop market for the 18 to 25-year-old demographic. Slide 5Title: The Lenovo Landscape
What hurdles (external, internal) would Lenovo potentially face as it attempts to penetrate this demographic?
[Response]Slide 6Title: The Lenovo Landscape
Feedback
Potential internal factors include R&D, supply chain, and newer technology channels to reach the target market. Potential external factors are major competition, such as Apple and Microsoft.
Slide 7Title: How Consumers Make Decisions
Decisions are controlled by internal and external factors. Internal factors can be demographics such as age, education, income, etc. External factors include technology, and political and economic forces.
Slide 8Title: Your Approach – Consumer Needs
How will you begin to identify the needs of the 18-25-year-old customers in the laptop market? List 2-3 activities you might engage in to begin to identify your consumers’ needs.
Answer field
Slide 9Title: Your Approach – Consumer Needs
Feedback
Potential activities include:
· Research your target market with existing market research. You can also conduct your own market research.
· Analyze and monitor social media - both your competitors’ and your own.
· Invite target customers to gi ...
The document provides instructions for an individual assignment assessing students' understanding of sustainable business practices and bi-cultural partnerships. It includes two tasks analyzing the complexity of sustainability challenges and multidimensionality of performance for Ocado and Tesco.com. The first task requires analyzing a sustainability challenge faced by either company in terms of social, environmental, ethical and financial principles and developing a SMART objective. The second task involves analyzing the companies' performance across economic, social and environmental dimensions.
This document provides instructions for a marketing assignment for an undergraduate course. Students are asked to select an electric car brand with a presence in the UK market and write a 3,000-word report evaluating the brand's marketing challenges, current activities, and trends. The document provides learning outcomes, submission guidelines, assessment criteria, and a sample electric car brand analysis for Renault Zoe to guide students on the requirements and format of the assignment.
Jørgen Vig Knudstorp led a successful turnaround of Lego in the 2000s. The company had experienced a crisis as it invested in the wrong product strategies. Knudstorp refocused the company on reducing costs, improving products, and reviving key lines. He also helped Lego transition to digital offerings and online communities. As a result, Lego went from losses to large profits under Knudstorp's leadership and is now the most profitable toy manufacturer.
How Does the Product Role Change Between Firms by Zuora PMProduct School
In this talk, Alex discussed some parts of being a Product Manager, more specifically, how to be as effective as possible and the importance of learning by your mistakes.
The document provides a summary of the professional experiences and background of Katharina Licht. It details her education in Berlin and early work experiences in San Francisco working in natural foods and advertising. It then outlines roles she held in Boston at an innovations consultancy and freelancing for Sprint and Sapient. The document lists brands and companies she has helped and provides more details on specific projects, including usability testing for Sunglass Hut's ecommerce site, baseline research for LEGO Education, B2B ethnography for Sprint, benchmark studies, and analyzing Sprint's 2010 winter holiday promotion. The document gives high-level overviews of the challenges, actions, and results for each project.
The document provides a summary of the professional experiences and background of Katharina Licht. It details her education in Berlin and early work experiences in San Francisco working in natural foods and advertising. It then outlines roles she held in Boston at an innovations consultancy and freelancing for Sprint and Sapient. The document lists brands and companies she has helped and provides more details on specific projects, including usability testing for Sunglass Hut's ecommerce site, baseline research for LEGO Education, B2B ethnography for Sprint, benchmark studies, and analyzing Sprint's 2010 winter holiday promotion. The document gives high-level overviews of the challenges, actions, and results for each project.
1) LEGO was founded in 1934 with the philosophy of "good play" which believes play enriches child development.
2) LEGO uses a variety of marketing communication tools in its global strategy including posters, exhibitions, public relations, internet marketing and relationship marketing.
3) The core message of LEGO's marketing is "learning and developing through play", which promotes creativity, innovation, fun and imagination through its products.
This document provides an executive summary and strategic analysis of Procter & Gamble (P&G). The summary outlines P&G's business model, history of strategic changes, competitive advantages, and preliminary findings. P&G markets consumer goods globally and generates revenue through product sales. While early strategies focused on diversification and innovation, recent changes have moved toward integration and streamlining brands. P&G employs differentiation strategies tailored to regional customer preferences. The analysis evaluates how P&G's goals, resources, and organizational structure fit its business strategy and identifies issues to address in further reports.
This document discusses how training, communication, and marketing departments can converge to better serve customers in a changing digital landscape. It notes that millennials learn differently than previous generations, preferring social and mobile learning. Two case studies show how organizations leveraged social learning approaches on internal wikis to capture expertise at low cost. The document argues that these departments should combine their strengths by exploring new processes, reusing content, and collaborating to provide more holistic solutions. Starting small with job shadows and collaboration groups could help get synergies flowing between previously siloed groups to get ahead of the curve.
The document discusses the challenges of building a successful consumer hardware company and introduces the concept of the "2-year itch". It states that it typically takes 2 years of retail sales for a consumer product company to succeed or fail, with the first year being a honeymoon period and the second being a critical adjustment period. It also outlines seven pillars that are important for success, including crowd-sourced customer support, having a clear vision, fast product iteration, managing retail inventory, financing manufacturing, separating R&D from engineering, and partnering on logistics. The document emphasizes that building great products also requires building a great company with a functioning value chain.
E B B 3 5 9 – E B B S P o r t f o l i o V C o u r.docxbrownliecarmella
E B B 3 5 9 – E B B S P o r t f o l i o V
C o u r s e P r o j e c t T e m p l a t e - O n l i n e
2018
2
The Distribution & Marketing Plan Template
Using this Template (attached below), provide your ideas and research for the distribution
strategies you will recommend for the logistical movement and delivery of the product to
targeted users in a niche market. You should research similar products to determine what
other self-distributors are doing to deliver their product to a niche market.
The template is just a guide for organizing your paper with headings and sub-
headings. Retype and duplicate the headings and sub-headings. Everything else is your
original content.
Do not include any of the instructor’s comments in blue in the Template when submitting
this assignment. Reproduction of anything other than the headings and sub-headings
from the template will cause a deduction in points for your assignment.
Use the Budget portion of the template to organize your distribution and marketing
expenses. List each item you plan to spend money on, the frequency with which you will
use it, and the cost for your company’s first year.
All of the tools and tactics found in the written section of the plan must match the dollars
that are allocated to them in the Budget Worksheet.
Do not include any costs in the budget that are not directly related to specific distributing
(selling) and marketing (building awareness) strategies proposed for the product.
Costs should be realistic for what you are trying to accomplish. Remember you are
working with a micro budget of $1500 for the entirety of the one-year plan. So, for example,
World Tours and World Premieres are out. This budget will barely afford more than a local
venue or two to showcase your product.
The best way to tackle the Sales Projections and Budget is to create them in Excel, using
formulas in Excel, and then copy and paste the spreadsheet into your Word document
based on the sample provided.
It should take you a few seconds to set up these spreadsheets and type in the column
headings from the template. All of the line items are custom to your project and should be
revised by you to fit your project.
10/19/18 3
Course Project – Outline Template
(Be sure to start with Title Page to include Project Title, Your Name, Course Name, and Date
in proper APA format)
I. Executive Summary
The Company:
Establish in a sentence or two your experience and goals of the company.
The Project:
Explain your project through a premise statement (Artist’s Story or USP or Logline, depending
on your media) along with ways to relate potential success to the investor through similar
successful projects or its appeal to your Target Market.
Sales Projections / Return on Investment:
Summarize how their one-year investment of the agreed upon amount based on your Client
Interview with them will see the project.
Please note the below questions help with the project.Business-L.docxstilliegeorgiana
Please note the below questions help with the project.
Business-Level Strategies
1. What are the two dimensions critical to defining a company’s business-level strategy?
2. What are the generic strategies? How does an organization achieve these strategies?
3. What are the limitations of the generic strategies?
4. What is a best-cost strategy?
5. What does it mean to be ‘stuck in the middle’?
6. When does a best-cost strategy work best?
7. What is a major risk associated with the best-cost strategy?
8. Why do some company concentrate on a single industry while others focus on multiple industries?
9. Describe vertical integration and explain why companies use this strategy.
10. What are two types of diversification and when should they be used?
11. Why and how would a company retrench or restructure?
12. What are three concentration strategies?
13. What is horizontal integration and identify two reasons why horizontal integration fails?
14. What is backward vertical integration? What are some examples?
15. What is forward vertical integration? What are some examples?
You must start a thread before you can read and reply to other threads
Please note the below questions help with the project.
Business-Level Strategies
1. What are the two dimensions critical to defining a company’s business-level strategy?
2. What are the generic strategies? How does an organization achieve these strategies?
3. What are the limitations of the generic strategies?
4. What is a best-cost strategy?
5. What does it mean to be ‘stuck in the middle’?
6. When does a best-cost strategy work best?
7. What is a major risk associated with the best-cost strategy?
8. Why do some company concentrate on a single industry while others focus on multiple industries?
9. Describe vertical integration and explain why companies use this strategy.
10. What are two types of diversification and when should they be used?
11. Why and how would a company retrench or restructure?
12. What are three concentration strategies?
13. What is horizontal integration and identify two reasons why horizontal integration fails?
14. What is backward vertical integration? What are some examples?
15. What is forward vertical integration? What are some examples?
You must start a thread before you can read and reply to other threads
Saylor URL: http://www.saylor.org/books Saylor.org
1
This text was adapted by The Saylor Foundation under a Creative
Commons Attribution-NonCommercial-ShareAlike 3.0 License without
attribution as requested by the work’s original creator or licensee.
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://www.saylor.org/books
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://creativecommons.org/licenses/by-nc-sa/3.0/
Saylor URL: http://www.saylor.org/books Saylor.org
2
Preface
Teaching strategic management classes can be a very difficult challenge for professors. In most
business schools, strategic management is a “capstone” cou ...
International startup expansion Wayra jul/14Fábio Póvoa
This document discusses strategies for international startup expansion. It recommends laying the groundwork from the start by making the company mission global, incorporating international DNA, and protecting intellectual property worldwide. A key step is developing an explicit global strategy that defines goals, target countries and products, go-to-market approach, and operational model. Assigning an "owner" to lead international efforts is important, as is treating international as a separate startup that requires dedicated resources and celebration of successes. Common pitfalls to avoid include lack of commitment, reactive approaches, and failure to dedicate sufficient resources.
The document discusses the bankruptcy filing of Seven Dreamers Laboratories Inc., a Tokyo-based startup that had developed a prototype laundry-folding robot called Laundroid. The startup had received over 10 billion yen in funding but struggled to commercialize the robot, missing two sales targets. It accumulated 2.2 billion yen in debt from heavy R&D investments. Unable to secure more funds for further development to improve the robot, the startup filed for bankruptcy, ending development of the Laundroid robot for now. The concept of a laundry-folding robot had generated interest, but technical and financial challenges prevented Seven Dreamers from successfully bringing their prototype to market.
The document provides an overview of the fictitious Markstrat world which participants will manage marketing departments in. It describes the two product types, Sonite and potential future Vodite. Sonite products are differentiated based on 5 characteristics: processing power, display size, design, battery life, and features. Vodites would satisfy different needs and be differentiated by resolution, energy efficiency, carbon footprint, connectivity, and apps. Brand names follow a convention of starting with the company letter and using O for Sonites and E for Vodites. Sonite customers are segmented into 5 groups with different interests like explorers demanding high performance.
A Perspective on Industry-led R&D Labs in the Silicon ValleyCK Toh
The document discusses industry-led R&D labs in Silicon Valley and keys to their success. It notes that few such labs have succeeded due to lack of direction, focus, and strong technical leadership. It emphasizes the importance of focusing R&D efforts on strategic areas aligned with companies' technology and product roadmaps. Well-run R&D labs contribute to the next few successful products and address technologies for the next 3-5 years. Measuring success based on products helped to create and innovate can indicate an R&D lab's impact.
1) Providers must learn new tools to eliminate disparities, build .docxjeremylockett77
1) Providers must learn new tools to eliminate disparities, build trust with patients, and understand how international biases and pre-established stereotypes affect quality of care. Write a paper (1,000-1,250 words) that identifies and defines various tools and measurements that can be used to measure the effectiveness of diversity programs and policies established by the organization.
2) Address how each of the following must be considered when considering how to implement an environment of diversity:
a) Government regulations.
b) Social pressures.
c) Industry and company ethical codes.
d) Tension between personal standards and the goals of the organization.
3) Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.
4) This assignment uses a grading rubric. Instructors will be using the rubric to grade the assignment; therefore, students should review the rubric prior to beginning the assignment to become familiar with the assignment criteria and expectations for successful completion of the assignment.
Rubric:
1. Demonstrates thorough knowledge of the issues surrounding diversity and their implications. Clearly answers the questions and develops a very strong rationale. Introduces appropriate examples.
2. Supports main points with references, examples, and full explanations of how they apply. Thoughtfully, analyzes, evaluates, and describes major points of the criteria.
3. Thesis and/or main claim are comprehensive. The essence of the paper is contained within the thesis. Thesis statement makes the purpose of the paper clear.
4. Clear and convincing argument presents a persuasive claim in a distinctive and compelling manner. All sources are authoritative.
5. Writer is clearly in command of standard, written, academic English.
6. All format elements are correct.
7. Reference page is present and fully inclusive of all cited sources. Documentation is appropriate and citation style is usually correct.
Saylor URL: http://www.saylor.org/books Saylor.org
1
This text was adapted by The Saylor Foundation under a Creative
Commons Attribution-NonCommercial-ShareAlike 3.0 License without
attribution as requested by the work’s original creator or licensee.
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://www.saylor.org/books
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://creativecommons.org/licenses/by-nc-sa/3.0/
Saylor URL: http://www.saylor.org/books Saylor.org
2
Preface
Teaching strategic management classes can be a very difficult challenge for professors. In most
business schools, strategic management is a “capstone” course that requires students to draw on
insights from various functional courses they have completed (such as marketing, finance, and
accounting) to understand how top executives make the strategic decisions that drive whether
organizations succeed or fail. Many students have very ...
The document provides information about the CIMI.Con Evolution 2013 conference on competitive and market intelligence methods, strategies, tools and systems. The conference will take place on June 6-7, 2013 in Berlin, Germany and feature over 100 industry experts as speakers. It will include keynote presentations, case studies from top companies, and networking opportunities. Attendees can learn best practices for identifying new markets, understanding competitors, and gaining strategic insights.
You have been given the opportunity to pitch your fiction film project to a media company looking to invest in new talent. Your presentation must include: research on similar products and target audience profiling; a summary of the plot, characters, and production elements; and evidence of your individual work and planning through a production log. You aim to creatively communicate your vision for the project and demonstrate your skills as a communication specialist to secure funding from the investors.
1) The document provides an overview of strategic planning and marketing concepts including defining strategic business units, identifying strategic alternatives using matrices, describing elements of the marketing mix and target market strategies, and explaining the importance of implementation, evaluation, and control of the marketing plan.
2) Key learning outcomes are identified relating to strategic planning, developing a mission statement, conducting a situation analysis to identify competitive advantages, setting objectives, and techniques for effective strategic planning.
3) Various exhibits and examples are referenced to illustrate strategic concepts like Ansoff's matrix, the BCG matrix, target market selection, and the marketing mix.
- LEGO has transformed its design processes in recent years through a new system called Design for Business (D4B) to better align design with corporate objectives and ensure new solutions have a clear business case.
- Key elements of D4B include strengthening collaboration between design, marketing and management, using challenge sessions and standardized development processes to evaluate projects at decision gates.
- LEGO's 120 person design team uses D4B tools like an innovation model and foundation overview to plan projects from conception through the prototyping and manufacturing phases.
MKT 574 Module 2 Case Study Communicating ValueSlide 1Title CommIlonaThornburg83
MKT 574 Module 2 Case Study: Communicating Value
Slide 1Title: Communicating Value Case Study
Slide 2Title: Objectives
Empathize and practicecollaboration techniques through a scenario-based case study on strategic marketing planning -- including determining need, SWOT analysis and segmentation activities.Slide 3Title: Two-Scenario Challenge
Voice Over: In this two-scenario challenge, you will first play the role of a marketing manager at Lenovo Corporation in creating a marketing strategy to increase its share in the laptop market.
Then, you will play the role of a strategic marketing executive presenting to the research and development teams at Lenovo. You will use empathy and collaboration to communicate the essentials for the next laptop products which will compete in the 18-25-year-old target market.
On screen:
This two-scenario challenge will enable you to:
· Understand the role of a marketing manager at Lenovo Corporation who is tasked with creating a marketing strategy to increase the company’s share in the laptop market.
· Explore the role of a strategic marketing executive presenting to the research and development teams at Lenovo.
· Practice empathy and collaboration to communicate the essentials for the next laptop products that will compete in the 18-to-25-year-old target market.Slide 4Title: The Marketing Strategy
Lenovo Corporation sells laptop computers. At this time, your major competitors in the laptop market are Apple and Microsoft computers. Lenovo's wishes to further penetrate the consumer laptop market and the 18- to 25-year-old demographic.
You have been hired as a marketing manager at Lenovo Corporation and need to come up with a market strategy to increase Lenovo's market share in the consumer laptop market for the 18 to 25-year-old demographic. Slide 5Title: The Lenovo Landscape
What hurdles (external, internal) would Lenovo potentially face as it attempts to penetrate this demographic?
[Response]Slide 6Title: The Lenovo Landscape
Feedback
Potential internal factors include R&D, supply chain, and newer technology channels to reach the target market. Potential external factors are major competition, such as Apple and Microsoft.
Slide 7Title: How Consumers Make Decisions
Decisions are controlled by internal and external factors. Internal factors can be demographics such as age, education, income, etc. External factors include technology, and political and economic forces.
Slide 8Title: Your Approach – Consumer Needs
How will you begin to identify the needs of the 18-25-year-old customers in the laptop market? List 2-3 activities you might engage in to begin to identify your consumers’ needs.
Answer field
Slide 9Title: Your Approach – Consumer Needs
Feedback
Potential activities include:
· Research your target market with existing market research. You can also conduct your own market research.
· Analyze and monitor social media - both your competitors’ and your own.
· Invite target customers to gi ...
The document provides instructions for an individual assignment assessing students' understanding of sustainable business practices and bi-cultural partnerships. It includes two tasks analyzing the complexity of sustainability challenges and multidimensionality of performance for Ocado and Tesco.com. The first task requires analyzing a sustainability challenge faced by either company in terms of social, environmental, ethical and financial principles and developing a SMART objective. The second task involves analyzing the companies' performance across economic, social and environmental dimensions.
This document provides instructions for a marketing assignment for an undergraduate course. Students are asked to select an electric car brand with a presence in the UK market and write a 3,000-word report evaluating the brand's marketing challenges, current activities, and trends. The document provides learning outcomes, submission guidelines, assessment criteria, and a sample electric car brand analysis for Renault Zoe to guide students on the requirements and format of the assignment.
Hayward Tyler is recommended to pursue a product development strategy by creating a new line of energy-efficient pumps. This will allow the company to better serve existing markets in the UK, US, China, and India that are demanding more sustainable pumping solutions. Specifically, the summary recommends that Hayward Tyler (1) establish new factories near existing customer service centers in these countries to produce the new pumps, and (2) differentiate itself by marketing the energy and emissions savings provided by the pumps. This strategy aims to transition Hayward Tyler from a weak market position to a stronger "star" or "cash cow" position over time through new product innovation and increased market share in its existing markets.
This document outlines an assignment for a strategic management course. Students are asked to complete a case study analysis of Harley-Davidson based on materials provided. The assignment requires students to: 1) Analyze Harley-Davidson's competitive advantages and business strategy using models, 2) Assess the company's core competencies and critical success factors, and 3) Evaluate if Harley-Davidson can sustain its competitive advantages. The document provides guidelines for completing the assignment, including formatting instructions and the submission deadline of March 12, 2017.
This document provides an overview of organizational culture and theories of organizational culture change. It defines organizational culture and reviews two models of organizational culture: Schein's model which identifies three levels of culture and Deal and Kennedy's model which describes four types of culture. The document also examines three theories of culture change: Kaplan and Norton's balanced scorecard model, Lewin's three-stage model of change, and McKinsey's 7S model. Theories focus on factors like vision, communication, empowerment, and adapting structures, strategies, systems and skills.
The document discusses Holland & Barrett's target customer segment and marketing strategy for its Omega3 Fish Oil supplement. The key target segment is health-conscious consumers over age 55 in the UK. Research shows this group visits health stores most and is growing. They prioritize customer service and value. While budget-conscious, they often use coupons. Holland & Barrett tailors its products, pricing, extensive store network and promotions emphasizing quality and savings to appeal to the shopping behaviors and needs of this important segment.
The document proposes a research project on freedom of speech on social media in Singapore. The proposed topic is whether freedom of speech exists in Singapore. The objectives are to explore if freedom of speech exists, if Singaporeans fear expressing views, and if the internet should enable free speech. The rationale is that while the constitution guarantees free speech, politicians have faced legal issues for statements. The research methodology would involve interviews with 6-10 individuals to understand their views on free speech in Singapore and if it could be improved.
This document provides an abstract and contents outline for a research project examining the impact of gender perceptions on online impulse purchases in the UK fashion industry. The abstract indicates the research will use a positivist approach and quantitative methods including surveys and statistical analysis to analyze the relationship between gender and online impulse buying behaviors. The contents outline includes chapters on literature review, conceptual framework, research methodology, results, analysis and discussion, and conclusions. The introduction provides background on the lack of research in this area and importance for online fashion retailers. The literature review discusses theories of impulse purchasing and examines prior research finding gender influences impulse buying tendencies and online behaviors. The document establishes the research aim and objectives and questions to be addressed by the study.
The document outlines an assignment to write a 2,000-word essay investigating the social costs of business by examining a case of environmental and social damages caused by a corporation. Students are asked to analyze the ethical dimensions and impacts, both physical and monetary, as well as potential solutions. The impacts can include air, water, noise and other types of pollution damaging agriculture, health, and materials. Solutions may involve reducing energy use, government regulations, consumer support for responsible companies, and policies promoting cleaner transportation.
This document provides an analysis of the tablet market and strategies of Samsung, Apple, and Amazon. It discusses how each company segments the market and positions their tablets. Samsung targets a wide range of customers across geographic and demographic segments. It positions its tablets as medium-quality, affordable alternatives to Apple's premium iPad. Apple targets younger, wealthier, and more tech-savvy innovators and positions the iPad as the highest-quality product. Amazon targets cost-conscious customers and positions its Fire tablets as low-cost options for entertainment, successfully gaining market share through penetration pricing. The document compares the products, pricing, and promotion strategies of each company.
Louis Vuitton is analyzing its business environment to identify strengths, weaknesses, opportunities, and threats. It conducts an internal analysis using a value chain framework to examine human resources, infrastructure, technology development, and other factors. An external analysis uses Porter's five forces model to assess competitors, new entrants, substitutes and other microenvironment factors. Louis Vuitton is also applying PESTLE analysis to understand the impacts of macroenvironmental factors like economic conditions, technology changes, and regulations on its operations across different countries and regions. The analyses will help Louis Vuitton develop strategies to maximize opportunities and address weaknesses and threats in the various environments it operates within.
The National Center of Incident Readiness and Strategy for Cybersecurity (NISC) in Japan has launched a new safety campaign targeting children aged 4-14 who play Pokémon Go. The campaign includes a mobile app that will be attached to the Pokémon Go app and warning signs in dangerous areas. The goal is to increase safety awareness among children and prevent injuries. The campaign will be promoted through advertisements, social media, and working with the game operator to distribute the mobile app free to players. The messaging will focus on persuading children to avoid dangerous areas while playing.
The report aims to outline the business environment surrounding The Paradise hotel and recommend strategies for the first year of management. The Paradise enjoys a supportive macro environment and satisfied business customers but faces competition from The Pearl and The Pacific hotels. Two recommended strategies are differentiation over cost leadership and expanding the customer segment from business to leisure. Key points of differentiation include designing The Paradise as a lifestyle hotel where customers can enjoy leisure amenities after conferences and meetings.
This document outlines the specifications for a two-part strategic management assignment for MBA students. It provides guidance on the tasks, learning outcomes, assessment criteria, submission requirements, and marking rubrics.
For part 1A, students must write a 3,000 word report analyzing the strategic direction, industry, capabilities, and potential strategies of a chosen company. Part 1B requires a 3,000 word presentation paper with a maximum of 15 PowerPoint slides summarizing the report.
The document provides detailed guidance and criteria for students to demonstrate research-informed analysis, knowledge of concepts, practical application, and professional skills. Assignments will be assessed based on these criteria and marked on a scale of 0-100%. Late submissions
This document discusses the role of foreign direct investment (FDI) in Vietnam's economic growth. It begins with an introduction and research questions. The literature review discusses concepts of FDI and economic growth, and the direct and indirect relationships between FDI and economic growth through employment and exporting. Empirical studies on the impact of FDI in Vietnam are summarized. The document then describes an empirical analysis conducted using variables like FDI, unemployment, exports, and economic growth from 1990-2015. Regression models are used to test hypotheses about the relationships between the variables. Descriptive statistics and correlation matrices of the data are presented. The analysis finds that FDI contributes positively and indirectly to Vietnam's economic growth through factors like employment and exports.
This document provides a project management plan for integrating the sales and marketing functions of a German solar energy company and a Brazilian energy company it is acquiring. The plan outlines the project scope, objectives, deliverables, milestones, requirements and assessments of stakeholders, risks and opportunities. Key deliverables include conducting market research, developing an organizational structure, training programs, and sales/marketing and HR plans. Risks include regulatory issues, cultural differences and lack of employee development. The plan proposes risk responses and a Gantt chart to manage the project over its 6 month timeline and integrate the Brazilian office.
This document provides a case study assignment on analyzing the corporate strategies of global retailers like M&S, Tesco, and BHS. Students are asked to critically evaluate the merits of portfolio versus integrated perspectives for M&S and Tesco, assess the benefits and limitations of strategic alliances and mergers/acquisitions for international expansion, and critique the leadership and governance issues surrounding BHS's collapse. The assignment requires applying strategic concepts and analytical techniques in a 3,000 word business report format.
This assessment brief outlines requirements for a business ethics module. Students must submit a 1,500 word essay identifying and proposing solutions to an ethical dilemma in business. They must also submit a portfolio containing: a 600 word reflection on an in-class ethical leadership debate; a 600 word reflection on an in-class case study analysis; and a 300 word reflection on interpersonal skills development. The brief provides detailed instructions, learning objectives, and marking criteria for students to demonstrate their understanding of ethical issues in business and ability to apply ethical frameworks and reasoning.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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23
1. For the purposes of assessment, this case study has been adapted from real events within
the organization.
Lego has come a long way over the past 80 years - from a small carpenter’s workshop to a
modern, global enterprise that is now one of the world’s largest manufacturers of toys.
The LEGO brick is our most important product. We are proud to have been named “Toy of
the Century” twice. Our products have undergone extensive development over the years – but
the foundation remains the traditional LEGO brick.
The brick in its present form was launched in 1958. The interlocking principle with its tubes
makes it unique and offers unlimited building possibilities. It's just a matter of getting the
imagination going – and letting a wealth of creative ideas emerge through play.
Sales have been declining across some of Lego’s core markets; in the USA sales dropped by
35% from last year, Germany finished the year approximately 20 percent below prior year’s
level, and the UK, Holland and the Nordic markets fell by 13 percent. Only the new markets
in Eastern Europe and distributor markets maintained sales on a par with prior year. Sales of
movie tie-in products developed unsatisfactorily. Interest in the Star Wars range and, to an
even greater extent, the Harry Potter series fell below expectations without new movie
releases. The drop in sales of these products accounted for more than 50 percent of the
overall sales decrease.
One ex-employee is quoted as saying: “Lego’s off track and management don’t really
understand how far it is off track. Most employees and customers are very clear about the
problems but there are no lines of communication to enable the key messages to get through
to the top.”
The owners of the company (Lego is privately owned) had been spooked by the patent expiry
of the basic LEGO brick. Competitors like Tyco Toys and Mega Bloks had developed ‘me
too’ products. New products including software, games, PlayStation, Xbox and the like had
convinced senior management the move would be digital. “The LEGO brick was going to
die!”. Hence the rush into adjacent markets in the perceived need to diversify away from the
original business.
LEGO had tried to develop a diversification strategy which included software (LEGO
Moviemaker), learning concepts (LEGO education), lifestyle products (LEGO Kid’s wear),
girls toys (LEGO dolls), books, magazines, television, theme parks and own retail with a goal
of over three hundred retail stores.
Each move had demanded a special set of skills away from the basic skill set within the
LEGO business. Knudstrop was to herald a return to basics, reminiscent of the “Stick to the
Knitting” mantra of Peters and Waterman [1982]. The company had been guilty of chasing
too many fads and ignoring the focus on key LEGO kit construction products. There had to
be a return to the LEGO brick. Back to the brick as a building system. A coherent expandable
universe of toys. There had also to be a focus on profitability, especially the basic potential of
the core products.
The LEGO Company have recently shelved certain initiatives outside of the core business,
including wristwatches, publishing and other lifestyle products. At the same time, LEGO
intends to reduce losses in software and the LEGOLAND parks. The strategy is to refocus on
2. the LEGO brand – stimulating imagination, creativity and learning – “it is what children and
parents expect from us. We will continue to expand within this area, applying a growth
strategy with a huge potential and lower risk”
Assignment Tasks. Answer ALL Tasks
Scenario: You are a marketing Consultant for Lego. The senior management team of the
organisation have asked you to conduct detailed research on their current situation and then
prepare a formal report that includes:
a) A SWOT analysis on Lego highlighting the most important/critical Strengths,
Weaknesses, Opportunities and Threats facing Lego at this time (15 Marks)
b) From the SWOT findings recommend and justify 3 SMART marketing objectives (10
marks)
c) Recommend and justify ONE appropriate marketing strategy to help Lego achieve
these objectives (15 marks)
d) Based on the above tasks justify what changes you would make to the current
Marketing mix (7Ps) for Lego. (20 marks)
e) Include an implementation chart (10 marks)
f) Describe what metrics you would use to help you measure the success of the plan (15
marks)
g) Transferable Skills: (15 Marks) including professional format, references and in text
citations, use of the ICP House Format.
Core text
Brassington, F . and Pettitt, S ., 2006, Principles of Marketing, FT/Prentice-Hall.
3. Marking Criteria
Assessment criteria and Distinction Higher Credit Credit Pass Fail
(LO’s) (100-70%) (69-60%) (59-50%) (49-40%) (<40%)
1. External audit Exemplary exploration and Locates & explores a wide Locates & organises an Locates & organises an Relies on inadequate range of
(Cognitive) evaluation of information range of information/ acceptable range of acceptable range of poor quality information
from an extensive range of evidence. information/evidence information/evidence
sources.
2. SWOT analysis Exceptional critical Largely consistent and Applies some aspects of prior Limited application of prior Fails to apply learning to
(Cognitive) judgement in analysis, critical judgement in learning in different contexts learning to new contexts different contexts
evaluation and reformatting analysis, evaluation and
of information and reformatting of
application of prior learning information and application
in different contexts of prior learning in different
contexts
3. Marketing objectives and Exceptional critical Applies some aspects of prior Applies some aspects of prior Limited application of prior Fails to apply learning to
four SMART marketing judgement in analysis, learning in different learning in different contexts learning to new contexts different contexts
objectives evaluation and reformatting Contexts
(Analytical) of information and
application of prior learning
in different contexts
4. Marketing strategies then Exceptional critical Critical judgement in Largely consistent and Applies some aspects of prior Fails to apply learning to
identify which type(s) of judgement in analysis, analysis, evaluation and critical judgement in learning in different contexts different contexts
strategy and why you evaluation and reformatting reformatting of information analysis, and evaluation of
have chosen that strategy. of information and and application of prior information and application
(Analytical) application of prior learning learning in different contexts of prior learning in different
in different contexts contexts
5. Marketing programmes Exceptional critical Largely consistent and Applies some aspects of prior Limited application of prior Fails to apply learning to
(Analytical) judgement in critical judgement in learning in different contexts learning to new contexts different contexts
analysis, evaluation and analysis, evaluation and
reformatting of information reformatting of
and application of prior information and application
learning in different contexts of prior learning in different
contexts
6. Business Report format, Excellent presentation and Presentation and organisation Satisfactory organisation & Organisation and Work is disorganised, poorly
tables/diagrams labelled, organisation of work with of work appropriate to presentation of work, com- presentation of work and presented with poor/
spelling and grammar. lucid communication in all context and purpose, munications mostly communications adequate in inappropriate expression/
Harvard Referencing. contexts; exemplary communication clear; appropriate to the context/ most contexts, with some communication ; substantial
(Transferable skills)) referencing/citation. referencing/citation purpose/referencing/ citation mistakes/irrelevancies errors errors in referencing/
consistent and accurate largely consistent in referencing/ citation citation, or none
[ ] Please tick this box to ensure you have read and understood the above criteria
International College Portsmouth, Associate College of the University of Portsmouth, St Andrew’s Court St Michael’s Road, Portsmouth, Hants, PO1 2PR
T: +44 23 9284 8540 F: +44 23 9284 8541 W: www.port.ac.uk/icp
4. International College Portsmouth, Associate College of the University of Portsmouth, St Andrew’s Court St Michael’s Road, Portsmouth,
Hants, PO1 2PR
T: +44 23 9284 8540 F: +44 23 9284 8541 W: www.port.ac.uk/icp
5. Contents
Executive summary.................................................................................................................................................1
1. SWOT Analysis................................................................................................................................................2
2. SMART marketing objectives......................................................................................................................4
3. Recommendation of marketing strategy....................................................................................................4
4. Recommendation of changes to Marketing Mix 7Ps ..............................................................................5
5. Implementation chart.....................................................................................................................................6
6. Metrics to measure the success of the plan ...............................................................................................7
Reference ...................................................................................................................................................................8
Executive summary
Headquartered in Denmark, Lego is the well-established Danish company specializing in toys
and teaching materials for children since 1930s. The company has offered its flagship products,
1
6. minifigures or bricks, over more than 130 countries all over the world including Europe, the US,
Australia and Asia. Besides, Lego also extend its business portfolio with theme parks, retail
stores, video games, board games, films, books, magazines and children clothing. The
company’s mission is stated that “ our mission is to nurture the child in each of us, and this
means that we actively encourage self-expression through creation, thus enabling children of all
ages to bring endless ideas to life.” (Lego Group, n.d)
This report will first analyze Lego’s strengths and weaknesses as current opportunities and
threats that the company is facing, thereby, propose SMART objectives, marketing strategies and
changes in marketing mix decisions for Lego in next three years to help the company continue its
business growth in such competitive global market
1. SWOT Analysis
The following table presents SWOT analysis for Lego Group:
Strengths
- Strong global brand name of play and
learning materials with high brand
equity
- Huge loyal customer base
- Exclusive licensing arrangements with
well-established highly appealing
global brands such as Star War, Harry
Potter, DC Comics, Lord of the Rings,
Disney and Marvel (Marketline, 2013).
- Strong international market experience
and expertise in toys and teaching
materials for children since 1934
- Wide and solid distribution network
with more than 125 retail stores
throughout the US, Europe and
Australia (MarketLine, 2016)
- Wide product ranges including core
products and new digital experience
ones (i.e. 600 products available in
2016) (Lego Group, 2016)
- Sustainable materials (Lego Group,
2016)
- Partnership with UNICEF for even
stronger brand image (Lego Group,
2016)
- Strong research and development
team(Lego Group, 2016)
Weaknesses
- Brand identity is losing due to the increasing
emergence of me-too products (MarketLine ,
2013).
- High pricing
- Still low present in Asian countries with no
retail stores
- High diversification of markets and products
upon aggressive expansion but lack of focus on
core products with which Lego has well
established competitive advantages (Metcalf &
LaFranco, 2013)
2
7. - Healthy financial status according to
the latest report in 2016 (Lego Group,
2016)
Opportunities Threats
- Stable and strong economic growth in some - Intense competition in global toys and
of core markets (World Bank, 2016) games
- Increasing household disposable income in - Customers’ low switching costs to me-
core markets (OECD, 2016) too products from competitors such as
- The rising of global middle class who may be Fisher Price; Hasbro, Inc.; K'NEX
willing and affordable to spend for children’s Industries, Inc.; Sababa Toys and
entertainment and education, especially in Simba Toys which can offer similar
Asian and South African developing countries products at lower prices (MarketLine,
where Lego has not targeted such as Brazil, 2016)
Malaysia, Vietnam, Indonesia, Thailand, - The expiry of licensing agreements
Philippine, etc. (World Population Review, with film brands may lead to more me-
2017). too products
- New movies and brands available are coming - Increased labor costs due to policies to
for licensing agreements raise average wages in many countries
- Reduce production costs through outsourcing - Increased raw material prices in long
- Reduce transaction costs by producing right run
at the markets where finished products are sold - Decreasing birth rates and old
- Increasing population and high birth rate at population trends in core markets
some of current core markets, especially in especially in the US and European
South African and Asian countries (World countries (World Population Review,
Population Review, 2017). 2017).
- The widespread of Internet enabling digital - Children grow up faster and their play
promotional activities and reaching wide range patterns are changing towards digital
of global customers games due to the increasing adoption of
smartphones, computers and tablets as
well as the wide spread of Internet even
in developing countries (Majken S. &
Mary, J. H, 2003).
- The rapid development and wide
coverage of the Digital World across all
age ranges lead to even more intense
competition with digital games, play
software and electronic toys (Majken
S. & Mary, J. H, 2003).
- A life cycle of a toy product is shorter
since toys become out of fashion more
rapidly (Majken S. & Mary, J. H,
2003).
3
8. According to the above SWOT analysis, although Lego has acquired solid global market position
with many valuable resources which give the companies competitive edges, such competitive
advantages are not really sustainable enough to make sure that Lego can defend its marker
leadership without enhancements in marketing strategies since other competitors can quickly
imitate and offer me-too products with lower prices (Whittington, 2011).
Besides, although Lego has faced many threats in current core markets especially in European
and American markets while there are great opportunities for production and sales in South
African and Asian countries, its presence in these potential markets is still low.
As a result, the main objective of Lego Group in next three years should be expansion to South
African and Asian markets, thereby, increase sales and market share.
2. SMART marketing objectives
Specifically, SMART marketing objectives of Lego can be presented as below:
From March, 2017 to March, 2020, Lego Group will
- Open 5 new factories and 20 new retail stores across 5 new country markets in South
Africa and Asia including Brazil, Malaysia, Vietnam, Indonesia, Thailand, Philippine
- Increase global sales by 40%
- Increase global market share of toy and game market by 5%
3. Recommendation of marketing strategy
Upon a long history since 1930s, Logo has well established as high quality toy brand of high
educational and healthy value that are familiar with parents all over the world. Such strong brand
name and high brand equity form sustainable competitive advantages for Lego that are not easily
to acquire. Besides, Lego has strong international market experience and excellent expertise in
toys and teaching materials for children. Therefore, these current strength should be adopted to
pursue new opportunities in Asian and South African markets.
In this report, Ansoff Matrix will be used to recommend the best marketing strategy for Lego’s
future growth concentrating on products and markets or customers (Kotler & Armstrong, 2011)
4
9. Figure 1: Ansoff matrix (Kotler & Armstrong, 2011)
According to the SWOT analysis and SMART marketing objectives that have been set, so as to
use its strengths to take advantages of opportunities and minimize risks resulted from threats in
current European and American markets while overcome weaknesses to ensure such
opportunities work the best, Lego Group should adopt market development strategy so as to
introduce its core products which includes toys and teaching materials to new markets including
Brazil, Malaysia, Vietnam, Indonesia, Thailand, Philippine. In these markets, target customers of
Lego are children and families of the rising middle and upper class
4. Recommendation of changes to Marketing Mix 7Ps
4.1.Product
Although Lego’s core products including toys (i.e. bricks with theme)and teaching materials will
be launched in the five new country markets, these products will be carefully designed so as to
suit each country’s culture and education levels. Specifically, each country has its own folk
stories that parents often tell their children. These folk stories can be familiar and inspiring
themes for Lego brick collection besides global famous licensed movie themes.
4.2.Price
Optional Product pricing strategy should be adopted in which each Lego collection will include
two parts the main products which are sufficient to play alone and optional accessories including
additional bricks to enrich the collection. This pricing strategy will help reduce the current price
level of Lego while still offer better products at higher prices for customers of the upper class.
4.3.Promotion
Digital marketing should be adopted more aggressively since there are more and more global
customers are available on the Internet. So as to reach customers in new markets, the following
digital advertising channels should be used:
5
10. - Websites in local languages
- Social network fanpages in local languages such as Facebook, Twitter, Istagram
- Youtube channel with videos featuring famous kids in each country are playing Lego as toy
reviews
Personal selling should be used more efficiently so as to sell Lego teaching materials for kinder
gardens, primary schools and elementary schools
4.4.Place
20 new retail stores will be opened in Brazil, Malaysia, Vietnam, Indonesia, Thailand and
Philippine that help increase Lego brand presence and sales opportunities in these new markets.
Websites should also act as online stores where customers can make online purchase easily
4.5.People
Lego should build separate research and development teams in each country and recruit talented
local people to work for R&D departments since they will understand the best their culture and
education characteristics in their own countries
Lego sales staff will be trained to be expert in children education who can give valuable advice
for parents about how can use and select the suitable Lego toys and teaching materials
4.6.Physical evidence
Each retail store should be designed as a playful places which delight and attract children with
colorful themed walls and free trial Lego toys and teaching materials for both children and
parents that will attract customers better while enhance their desire to obtain Lego products
4.7.Process
Customers can either experience Lego shopping through traditional retail stores or online
platform. By either way, they can firstly enjoy some trials or digital demonstration as well as ask
for helpful advices before making purchasing.
5. Implementation chart
Tasks March – September March – September March – September
September 2017- September 2018- September 2019-
2017 March 2018 March 2019 March
2018 2019 2020
Marketing
research
and
6
11. customer
research
Recruit
local
managers,
sales and
and R& D
teams
Product
designs for
new
markets
Test
marketing
in new
markets
Open new
retail stores
in new
markets
Build
websites
for new
markets
Create and
maintain
new social
networks
for new
markets
Make and
share new
videos
6. Metrics to measure the success of the plan
The following table presents key metrics to be used and factors to be measured and monitor so as
to ensure the success of the marketing plan
Factors Metrics
Revenue In USD per 3 months
Costs In USD per 3 months
7
12. Profit In USD per 3 months
Market share % per 3 months
Brand equity, customer satisfaction, Findings from customer research
customers’ attitude
Reference
Brassington, F . and Pettitt, S . (2006). Principles of Marketing. FT/Prentice-Hall.
MarketLine (2016). Company Profile: The Lego Group. [Online]. Available at <
http://advantage.marketline.com.yorksj.idm.oclc.org/Product?ptype=Companies&pid=DA2B9C 81-
51E9-451E-88E2-198AFB4A4D11 >
Kotler, P. & Amstrong, G. (2011). Principles of Marketing, 14th ed. Pearson
Lego Group (n.d). About us. [Online]. Available at < https://www.lego.com/en-us/aboutus >
Lego Group (2016). Annual Reports. [Online]. Available at < https://www.lego.com/en-
us/aboutus/lego-group/annual-report >
MarketLine (2013). The Lego Group: Iconic bricks find the better model. [Online]. Available at
<http://advantage.marketline.com.yorksj.idm.oclc.org/Product?ptype=Case+Studies&pid=ML00
007-077 >
MarketLine (2016). The Lego Group. [Online]. Available at <
http://advantage.marketline.com.yorksj.idm.oclc.org/Product?ptype=Companies&pid=DA2B9C
81-51E9-451E-88E2-198AFB4A4D11 >
Majken S. & Mary, J. H (2003). The Cycles of Corporate Branding: The Case of the LEGO
Company. California Management Review. Vol .16, No.1
Metcalf, T., & LaFranco, R. (2013, March 13). Lego builds new billionaires as toymaker topples
mattel. Bloomberg. [Online]. Available at <http://www.bloomberg.com/news/2013-03-13/lego-
builds-new-billionaires-as-toymaker-topples-mattel.html >
OECD (2016). Household disposable income. [Online]. Available at <
https://data.oecd.org/hha/household-disposable-income.htm >
Whittington, R., Scholes, K., & Johnson, G. (2011).Exploring strategy. (9th ed.). Pearson
Education Limited.
8
13. World Bank (2016). GDP growth. [Online]. Available at <
http://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG >
World Population Review (2017). Population review by country. [Online]. Available at <
http://worldpopulationreview.com/countries/>
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