Lego Marketing strategy evaluation Free Essay, Term Paper and Book Report
Introduction
Due to global changes related to a PEST analysis, Lego is experiencing increasing challenges in its US market primarily spurred by socio-cultural and technological issues that incontrovertibly impact on each. A current economic crisis, consumer behavior changes as well as technological improvements is forcing Lego to improve its marketing strategy.
Pursuing a new strategy "Shared Vision" with the purpose to..." re-vitalize the Lego Brand as a synonym to creative building fun and role play" Lego aims to sustain its competitive advantage in the toys industry (Company Profile 2007). Hence, a solution to these challenges might be seen in the pursuit of marketing activities establishing closer relations to stakeholders in order to sustain competitive advantage in the future.
Theoretical Considerations
Adhering to Håkansson's (2006) statement: "No Business is an Island" the theoretical framework guiding the analysis of Question 1 (Q1) will be a network perspective. According to Gulati's (2000) view:"... the economic environment becomes sharply more competitive, the firm......
Word Count: 3590
Page Count: 14.3 (250 words a page / double spaced)
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