Marketing across Cultures

Marketing across Cultures

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Company capabilities and product/service portfolio...................................................................3
Market/Environment opportunities and characteristics...............................................................4
Marketing Strategies and Tactics.................................................................................................6
Market selection.......................................................................................................................6
Mode of market entry..............................................................................................................7
Marketing Mix.........................................................................................................................8
Recommendations......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing across cultures refers to undertaking and completing marketing activities
considering culture of different nations and regions. Different cultures of the country require
organisations to undertake practices in accordance with the culture in order to positively
influence audience and encourage them to buy offerings of the organisation. This is a very
important consideration for a global organisation and this report aims at analysing and evaluating
Lego’s global marketing strategy. Lego is a Danish toy production company founded in 1932 by
Ole Kirk Christiansen and is headquartered at Billund, Denmark. Company was started as a
producer of small wooden playthings and later started manufacturing plastic toys and company
has grown to factories throughout world. Lego is a private company and has 42 offices and to
carry out organisational activities company has employed around 18800 employees. This report
will discuss capabilities and product/service portfolio of the company, market/environment
opportunities and characteristics, marketing strategies and tactics and will also involve
recommendations for the company.
MAIN BODY
Company capabilities and product/service portfolio
In order to understand company capabilities VRIO model can be utilised (Andersen and
Ross, 2016). This is as follows-
Capability/Resource Valuable Rare Inimitable Organisation Competitive
Advantage
Financial Resources Yes No Yes Yes Strong
competitive
advantage
Brand name Yes Yes No Yes Strong
competitive
advantage
Innovation Yes Yes No Yes Strong
competitive

advantage
Knowledge
management
Yes No Yes Yes Sustainable
competitive
advantage
Focus on high quality Yes No Yes Yes Sustainable
competitive
advantage
Product design
creativity
Yes No Yes Yes Sustainable
competitive
advantage
Efficient supply
chain
Yes Yes Yes Yes Sustainable
competitive
advantage
Leadership Yes No No Yes Competitive
advantage
Product portfolio
Company offers several types of toys in different category considering requirements of
customers of different age group. Products of company involve video games, board games, films
and television, books and magazines and children’s clothing (Sommer, 2019). Different Lego
sets and themes have been launched by company to offer wide variety of toys and games.
Market/Environment opportunities and characteristics
In order to identify market and environment important Pestle analysis Framework can be
utilized which is as follows-
Political- this environment includes political and government stability in a country and impact of
political opinion and values and rules and regulations created by government on business
organisations (Bessière and et.al., 2019). For successful operations of Lego it is very important
that countries along with Denmark are having favourable impact on business organisations
through their rules and regulations. In this environment countries with liberal policies for