Marketing Across Culture

Marketing Across Culture

Table of Contents
INTRODUCTION...............................................................................................................3
1. Lego Capability and Product or Service Portfolio......................................................3
2. Market Opportunities and Characteristics..................................................................5
3. Marketing Strategies and Tactics...............................................................................6
RECOMMENDATION......................................................................................................11
CONCLUSION.................................................................................................................13
REFERENCES................................................................................................................14

INTRODUCTION
Marketing Across Culture is a strategic process of marketing which help business and
company to do a marketing globally in different culture aspects such as language,
religion, educational, country, colour, social values etc. Lego use Marketing Across
Culture in global business. Lego is a famous brand of construction toys which are
manufactured by Lego Group. It flagship products are interlocking plastic bricks. These
bricks can be connected in many ways to construct robots, vehicles, buildings etc. Lego
manufacturing toys since 1932 (Augustyn, 2018). It manufactures different educational
toys such as Primo, Quatro, Duplo, Bricks etc. This report will show the capability and
product portfolio of Lego and also show the global market opportunities and
characteristics. It will also present global marketing strategies such as market selection,
key market and target customers, mode of market entry and marketing mix. In the end
of the report it will recommend Lego what to do and not to do for the next five years.
1. Lego Capability and Product or Service Portfolio
Lego Capabilities:
VRIO analysis: It helps Lego to understand its capabilities and how to use these
capabilities in competitive advantages. It also helps to evaluate internal analysis of
Lego. Lego products are valuable and Its resources is easily imitable and easily
available. Organization resources help Lego in effective management.
Lego has 3 key strategic capabilities which support Lego’s success:
These capabilities help Lego to win competitive advantage in different ways as such as
Core Brand Identity, Customer Designed Innovation and Efficient operation (Choi,
2018).

Core Brand Identity: Lego brick is icon or logo of the brand; its mini figure involves
cultural changes. It strongly focuses on education of kids and if they innovate new
product they ensure that it will fit in Lego brand identity.
Customer Designed Innovation: It involves customers to get idea for innovation. New
product introduces with 70% of sales. Lego also upgrade existing product with
innovative themes.
Efficient operation: Lego use effective and efficient operation for manufacturing. It uses
cutting edge moulding technology to give perfect finishing to toys (Sørensen, 2020). It
has effective connection with retail industry for sale. Its common structure reduce
complexity in manufacturing and operation.
Lego Product Portfolio:
Product portfolio management is one of the important element of the business it helps
Lego to achieve its overall business objective and also plan for future success. Product
portfolio work as a major tool for Lego and also for its financial planning and for
investors (Lin, 2019). It is including all the product and services which are provided by
Lego. Product portfolio include all various kind of Lego’s products such as construction
toys, learning toys, different Lego themes such as Primo, Quatro, Duplo, Bricks, cars,
wooden toys, robots etc. Lego Product Portfolio's main role is to analyse which product
or service is well aligned with whole strategy and help to fulfil business objectives. Its
important in Lego and its business for various reasons such as product innovation, tax
benefits, visualize the entire products-line, effective allocation of resources, cash flow,
aligns projects with the business strategy, data for the key members of the
management, proper selection of the target market and customers, interaction with
internal team etc. Different Lego products help company to fulfil its goals.