Marketing Across Cultures

Marketing Across Cultures

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Introduction to business...........................................................................................................3
2. Company capability and product/service portfolio..................................................................3
3. Market opportunities and characteristics.................................................................................4
4. Marketing strategies and tactics...............................................................................................5
a) Market Selection......................................................................................................................5
b) Market entry mode...................................................................................................................7
c) Marketing Mix.........................................................................................................................8
5. Recommendations for the next five years................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing across cultures verifies the marketing strategies that are used in the
promotion of the product. Different cultures process different types of marketing
strategies. Marketing includes advertising, selling and producing the products for the
customers and to fulfil their needs and wants (Contreras and Ramos, 2016).
Commercialism involves all actions of the company that helps to promote the product in
the external environment.
The report will introduce the business organization which is Lego. Lego is a toy
manufacturer which produces toys with immense creativity and skill for the children. The
Lego toys consist mostly of interlocking plastic – bricks. The company's capability and
product/service portfolio is examined so that the organization is best known for its
futuristic goals and the achievable targets that the company as set in making the
gaming zone popular. Market opportunities and characteristics are analysed so that the
business growth and development aspect is known and accordingly the loopholes are
filled. Marketing strategies and tactics will be discussed which will include key markets
and target consumers along with the mode of market entry and marketing mix strategies
which will be applied.
MAIN BODY
1. Introduction to business
Lego is an abbreviation of the two Danish words “leg godt” which means “play
well”.the company produces interlocking plastic – brick toys for the children to play with.
The toys enable different shapes, and features sufficient for handful of children.
Company has come a long way over the past almost 85 years from a small carpenter's
workshop enhanced into modern, global enterprise (The LEGO Group History, 2020).
The Lego brick is the most important product of the organization and is known for its
most popular production and manufacturing of toys.
2. Company capability and product/service portfolio
Lego company has outgrown its business into different types and styles of toy
manufacturing. The company is known for its expansion and creativity in attracting the

younger generation kids to buy its products (Tawalbeh, Riedel and Dempsey and et.al.,
2018). The success of Lego company has lead the organization to enhance their
capabilities and skills by forming different strategies in forming toy structures that are
used by the consumers. Its dynamic capabilities of Lego company helps in analysing
the manner in which the organization acquires its resources to meet its market demands
and modify the resources. Lego serves and grab the resources that are helpful in the
production process and useful in manufacturing of the products and services that are
rendered by the company. Company has a flexible backbone model which is a hybrid –
approach offering low cost messaging as well as support while the deeper collaboration
of the capabilities of the company helps in education, new product development,
logistics etc.
Lego produces and manufactures toys in different shape, size, quality and
quantity. The production of the toys is done with respect to keeping in mind that the toys
do no harm to the children, and they feel comfortable playing with it. The Lego brick is
the most important product of the company. And for preparing such creative toy it has
been named as “Toy of the century” twice. The products of the organization have gone
extensive development and has seen growth in the years but the foundation remains
with the traditional toy that is Lego brick. There are various other toys which has seen
modification and diversification in building of toy structures. The contribution and
creativity which the Lego group has provided to its customers is the availability of
unique type of toys - an initiative taken by the company long time back.
3. Market opportunities and characteristics
There are various market opportunities for Lego which helps in the company
expansion and modification in its products (Matthias and Greiling, 2020). Opportunities
help in analysing the market and will help the company in searching for new trends and
tactics to grow its business on more profitable terms. Some market opportunities are as
follows :
Target market
Understanding of target market is a great opportunity for the company to expand
its business on valuable terms. Different strategies can be helpful to target customers