MKT 333 Lego - INTRODUCTION TO MARKETING(MKT333 Case...

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INTRODUCTION TO MARKETING (MKT333) Case Study #7 – LEGO Discussion Questions: 1. Do you think LEGO should try to compete with more technologically-advanced toys? Why or why not? I do not think that LEGO should try to compete with more technologically-advanced toys. I think that their core competency is the little plastic bricks that are interchangeable with every set. If they were to try and compete with other, more technologically-advanced toys that are currently on the market, it might be hard to translate these core competencies that make their company so great. 2. Identify briefly the marketing mix (4Ps) strategies for LEGO. LEGO is essentially based one kind of product that has hundreds of different varieties within that. It is narrow, but it is very deep within the different ways they have bundled the bricks and different pieces they have developed. There are high, premium prices for LEGO. They also use a bundling strategy in the sense that they literally bundle a lot of different pieces of LEGO’s into kits with different themes.
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