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Essay / Research Paper Abstract
This 16-page paper presents a marketing program for LEGO Group. Bibliography lists 8 sources.
Page Count:
16 pages (~225 words per page)
File: AS43_MTlegomark.doc
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Unformatted sample text from the term paper:
to leverage the toy brand into a lifestyle statement. In addition to LEGO building blocks, the company offers "themed" LEGOS based on movies and even LEGOS that can be played
on video games. However, LEGO is finding itself in a difficult position - though it has a well-established brand name and broad product portfolio, the toys market is changing as
children grow up more quickly and are turning more and more to electronic entertainment as they age. Because of this, its suggested that
LEGO focus on its corporate endeavor, SeriousPlay. SeriousPlay takes the fun of LEGOs and turns them into a strategizing tool that can help with areas such as teambuilding, collaboration, strategizing
and other organizational activities. Because SeriousPlay has only recently been made available to anyone who is interested (as opposed to being available through
licensed LEGO facilitators, as in the past), were treating this as a new product to market. As a result, the 4 Ps of product, placement, pricing and promotion, and the
6 Ms of mission, means, message, moment, media and measurement are geared toward new product introduction. Measurements as to the effectiveness of marketing campaigns will be determined through ROIs; its
estimated that the break-even point of this product could happen within the next three quarters. By treating SeriousPlay as a new product, rather
than falling back on whats worked in the past, its believed that the LEGO brand can be rejuvenated through corporate uses. Overview - LEGO
In 1932, Ole Kirk Christiansen began making carved wooden toys in Denmark, and two years later, following a contest from employees to name the company, LEGO was officially born
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