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    Lego Case Study

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    Nguyễn Thư
    Lego has a high level of market orientation according to an assessment form. While they have competitors in the toy industry, Lego may be first in digital games based on their toys, allowing them to enhance their target market. The resources-based approach best describes Lego's marketing as they consider both company abilities and market demands. Lego partnered with Sony, Microsoft, and Nintendo to establish special edition video games, showing long-term planning and balance between demands and abilities. Key marketing principles for Lego include focusing on their target customer base of children familiar with Lego toys, providing a digital experience to enhance attraction and bring in new customers, and adapting to changing markets and customer needs through innovation.

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    Lego Case Study

    Uploaded by

    Nguyễn Thư
    1K views2 pages
    Lego has a high level of market orientation according to an assessment form. While they have competitors in the toy industry, Lego may be first in digital games based on their toys, allowing them to enhance their target market. The resources-based approach best describes Lego's marketing as they consider both company abilities and market demands. Lego partnered with Sony, Microsoft, and Nintendo to establish special edition video games, showing long-term planning and balance between demands and abilities. Key marketing principles for Lego include focusing on their target customer base of children familiar with Lego toys, providing a digital experience to enhance attraction and bring in new customers, and adapting to changing markets and customer needs through innovation.

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    Lego has a high level of market orientation according to an assessment form. While they have competitors in the toy industry, Lego may be first in digital games based on their toys, allowing them to enhance their target market. The resources-based approach best describes Lego's marketing as they consider both company abilities and market demands. Lego partnered with Sony, Microsoft, and Nintendo to establish special edition video games, showing long-term planning and balance between demands and abilities. Key marketing principles for Lego include focusing on their target customer base of children familiar with Lego toys, providing a digital experience to enhance attraction and bring in new customers, and adapting to changing markets and customer needs through innovation.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    1K views2 pages

    Lego Case Study

    Uploaded by

    Nguyễn Thư
    Lego has a high level of market orientation according to an assessment form. While they have competitors in the toy industry, Lego may be first in digital games based on their toys, allowing them to enhance their target market. The resources-based approach best describes Lego's marketing as they consider both company abilities and market demands. Lego partnered with Sony, Microsoft, and Nintendo to establish special edition video games, showing long-term planning and balance between demands and abilities. Key marketing principles for Lego include focusing on their target customer base of children familiar with Lego toys, providing a digital experience to enhance attraction and bring in new customers, and adapting to changing markets and customer needs through innovation.

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    Lego case study

    1 Evaluate and comment on Lego’s market orientation using the market orientation assessment

    form (see Box 1.1) to support your analysis.

    Lego can score in 80–100. This indicates a high level of market orientation. Scores below 100 can

    still, however, be improved! Because Lego’s product’s are special and unique which is attractive

    and valuable to customer, therefore, Lego has competitor in toy industry but in digital game, Lego

    may be the first company who’s digital game is based on their toy’s and by buying specific carton

    characters Lego are more easily to enhance their target market and bring in more new

    customers.

    2 Which of the three approaches to marketing presented in this chapter do you think best

    describes Lego’s approach? Why?

    Product push is firms or companies try to encourage customer to buy their existing products or

    services, and the key thing is to make customers want what we are good at.

    Customer-led is similar to price war, chase customer by using low cost. It is a short-term

    marketing method.

    Resources based marketing are firms or companies consider on both side company ability and

    market demand, setting up a long-term view take all the things into consideration eg; supply

    chain, supplier, advertisement, customer satisfaction…

    Resources-based approach is the most suitable approaches Lego presented. According to the

    report said, Lego corporate with three different digital corporates—Sony Microsoft and Nintendo

    to establish their special edition video games. By using the definition to judge, first Lego is a

    traditional toymaker and they have their characteristic toys comparing with other toymakers.

    However, Lego wants new dimension with digital vision that is an innovation products and not

    exist before. Therefore, Lego’s toy has specific target customer and they have planed more than 3

    years in entering the digital game area, Lego is the market leader comparing with the other

    traditional toymakers, as the article mentioned, Lego is still in balance between customer

    demands and company abilitys.


    3 What marketing principles are in evidence in this case?

    1. Focus on customer, Lego clearly knows who are their customers, and what they want, their

    target market is child who has already familiar with Lego toys characterize. What they

    produced are highly related to their toys, use a popular and more attractive way to attract

    target market.

    2. Customers do not buy products. Customer focus more on experience than technical feature,

    due to this reason Lego provide digital vision to their target market in order to enhance the

    attraction of their original customer and bring more new customers.

    3. Markets are heterogeneous, different customer have different demand, for Lego, as a

    traditional toymaker try to entering the digital game area, this may due to the market need,

    Lego’s customer wants better experience in both toys and games, Lego is also unique in this

    new area. Because market is heterogeneous, Lego can just focus on enhance the attraction

    to their basic customer and try to attract more new players.

    4. Markets are heterogeneous, according to market segmentation, market has been divided

    more finely, different people want different services, so in order to keep the market share

    or be the market leader, Lego have to be more powerful which led customer related on

    their products or services.

    5. Markets and customers are constantly changing. Markets are dynamic and virtually all
    products have a limited life that expires when a new or better way of satisfying the

    underlying want or need is found; in other words, Lego have to innovate new products or

    services to attract customer and follow marketing trend.

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