Marketing across Cultures

Marketing across Cultures

Executive summary
Cross culture analysis involves comparison between cultures; value as well is belief that is
prevailed in two different nations. In reference of organisation, it is significant for them to assess
culture of two nations for aim of smooth running of organisation. In this report, the company
focuses on extending their market into China for attracting large number of user during particular
phase of time period.

Table of Contents
INTRODUCTION...........................................................................................................................4
Review of Lego’s capability and current product/service portfolio.......................................4
Analysis of the Market/Environment opportunities and characteristics.................................4
Discussion/analysis and evaluation of the marketing strategies and tactics...........................8
Recommendations..........................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Cross culture analysis involves comparison between cultures; value as well is belief that is
prevailed in two different nations. In reference of organisation, it is significant for them to assess
culture of two nations for aim of smooth running of organisation. Herein, the company taken is a
Lego operation. It is determined as a Danish toy manufacturing company that is focusing on
satisfying its user. This company was founded in the year of 1932 Ole Kirk Christiansen. In this
report, the company focuses on extending their market into China for attracting large number of
user during particular phase of time period. In this report, PESTEL analysis, SWOT and Porter
five force models is used to analyse the external and internal environment of company. In
addition to this, they also use different market entry option & marketing mix for expanding their
market during particular phase of time period (Alcántara‐Pilarand Barrio‐García, 2017).
 The objective of company is to increase sales by 20% in upcoming 6 months.
The organisation also focuses on enhancing its profit by 10% in upcoming 6 months.
 The vision of company is to establish unique brand image and reputation of company in
front of customer at Marketplace.
 The mission of company is to provide superior quality product and services to its user in
order to satisfy them.
Review of Lego’s capability and current product/service portfolio
The history of Lego operation was beginning in year of 1932 in Workshop of Danish
carpentry and that continues into 21st century as a superior and profitable construction line of
toys and that is connected to goods and services involving retail stores, Lego films, Lego board
games as well as many more. Therefore, it imposes direct effect on different area or culture
during particular phase of time period. In addition to this expansion, the organisation focuses on
conducting their business privately. The organisation focuses on providing superior quality. They
also focus on product and services to its customers in order to satisfy them on using promotional
strategy for attracting large number of user and achieving competitive advantage over rivalries at
market place.
Analysis of the Market/Environment opportunities and characteristics
SWOT Analysis