C296-2015w2-12-PuttingItAllTogether-SampleAnswers-2

C296-2015w2-12-PuttingItAllTogether-SampleAnswers-2 -...

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PRODUCT, PART II COMM 296: INTRODUCTION TO MARKETING Putting It All Together with Mega Bloks Instructions: Read this article excerpt and answer the questions that follow. Adapted from: Bertrand Marotte, The Globe and Mail Published Friday, Feb. 28, 2014 Last updated Wednesday, Apr. 23, 2014 Mattel Inc.’s $460-million (U.S.) acquisition of Canada’s Mega Brands Inc. pits Barbie’s parent company against behemoth Lego AS in what promises to be a lively fight for turf in the $4- billion construction-toy industry. Unveiled just as Lego cashes in on the hugely popular The Lego Movie , Mattel’s purchase of Mega Brands finally gives it a solid construction-toy platform on which to build a presence in a high-margin, high-growth category with huge potential in emerging markets, not to mention fresh artillery to protect its No. 1 position against encroachments from No. 2 Lego. Montreal-based Mega Brands – which has about 10 per cent of the North American market, compared with Lego’s roughly 75 per cent – needs a globe-girdling company like Mattel to make inroads in new emerging markets, Mega Brands president and chief executive officer Marc Bertrand said on a conference call for analysts and media Friday. “We have a strong position. We think we can have an even stronger position going forward,” he said.
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