LEGO Case Study
1. Do you think LEGO should try to compete with more technologically-advanced toys? Why or why not?
Yes, they should. I think LEGO need concentrate on some technologically- advanced toys. The reason is that recently, the society full of technological toys, kids would like their toys with some new characteristics. Society has changed, people hope their toys more intelligent and can share their toys with others in order to build good relationship with others, so technologically- advanced toys is be needed for the society.
2. Identify briefly the marketing mix (4Ps) strategies for LEGO.
Product:
LEGO is a family toy maker that was founded by Kirk Kristiansen family in Billund, Denmark in 1934. At the begin, LEGO concentrate on the wood bricks, in 1958 they change the material into plastic. Since 1980, LEGO group through established DACTA to expand education opportunities to their toys, they were developed such as Expert series, LEGO City sets, LEGO Star Wars. Then, in recent years, because of the technical trend, LEGO expand their toys in other area, they developed the video game of Star War, the app of LEGO for the iPhone. In 2011, LEGO add LEGO Friends for their brick kingdom, and this phase can bring them more attract and profits.
Price:
The price of LEGO is following the amount of LEGO bricks. The more bricks, the more you need to pay. Generally, the price is from $5-$350, some simple models such as vehicles, airplanes is more cheap than the princess castle or the city models. So, the primary factor that can control the prices I think is the quantity of bricks.
Place:
LEGO use different ways to sell their product, you can find it in the LEGO retail stores, also can buy it from their official website, as well as it can be sold in Disney Land and Disney World. Today, LEGO have operated 90 retail stores.
Promotion:
LEGO pay more attention on their promotion. They use multiple ways hope customer can be attracted. LEGO always use the short video on their official
Yes, they should. I think LEGO need concentrate on some technologically- advanced toys. The reason is that recently, the society full of technological toys, kids would like their toys with some new characteristics. Society has changed, people hope their toys more intelligent and can share their toys with others in order to build good relationship with others, so technologically- advanced toys is be needed for the society.
2. Identify briefly the marketing mix (4Ps) strategies for LEGO.
Product:
LEGO is a family toy maker that was founded by Kirk Kristiansen family in Billund, Denmark in 1934. At the begin, LEGO concentrate on the wood bricks, in 1958 they change the material into plastic. Since 1980, LEGO group through established DACTA to expand education opportunities to their toys, they were developed such as Expert series, LEGO City sets, LEGO Star Wars. Then, in recent years, because of the technical trend, LEGO expand their toys in other area, they developed the video game of Star War, the app of LEGO for the iPhone. In 2011, LEGO add LEGO Friends for their brick kingdom, and this phase can bring them more attract and profits.
Price:
The price of LEGO is following the amount of LEGO bricks. The more bricks, the more you need to pay. Generally, the price is from $5-$350, some simple models such as vehicles, airplanes is more cheap than the princess castle or the city models. So, the primary factor that can control the prices I think is the quantity of bricks.
Place:
LEGO use different ways to sell their product, you can find it in the LEGO retail stores, also can buy it from their official website, as well as it can be sold in Disney Land and Disney World. Today, LEGO have operated 90 retail stores.
Promotion:
LEGO pay more attention on their promotion. They use multiple ways hope customer can be attracted. LEGO always use the short video on their official