Using the Kellogg case study entitled “LEGO Friends: Leveraging Competitive Advantage”, which was be given to you earlier, you are required to answer all the following three questions in this course work. Please ensure that the assignment report to be submitted is your own work.
Considering the global market challenges facing LEGO, use appropriate analytical tools to analyse LEGO’s:
A. Marketing programme (or mix)
B. STP (i.e., segmentation, targeting, and positioning)
C. Corporate social responsibility activities and how these help build its
Question Two (25% Mark Available)
Critically evaluate LEGO’s current brand extensions and product portfolio and make specific recommendations.
Question Three (25% Mark Available)
Discuss the three-phase strategy for survival (i.e., Figure 8) and suggest to LEGO strategies for securing future growth.