Case Study Chapter 1 Questions (Lesson 1) 2. Which of the three approaches to marketing presented in this chapter do you think best describes Lego’s approach? Why? - The three approaches presented in this lesson are: product push marketing, customer-led marketing, and resource-based marketing. - Lego is currently following the resource-based approach to marketing by giving equal considerations to the needs of the market (e.g. By introducing digital offerings) and its ability to serve it (by complementing its strengths in physical toys with Warner Brothers in films) - The company’s focus on delighting consumers drives it to take a longer-term view and adjust its resource profile over time (including strategic relationships) to take advantage of new opportunities (e.g. In the digital world) and remain competitive 3. What marketing principles are in evidence in this case? - Six fundamental principles of marketing are presented in the textbook. In this case, principles 1, 2, 3, 5 and 6 are in evidence - Lego: Clearly demonstrates a focus on the customer/consumer (its delighting consumers constantly) – principle 1 Is clearly intent on competing in markets where it can establish a competitive advantage – principle 2 Is aware that its marketing the experience, the story and not plastic bricks – principle 3 Has segmented the market and approach each segment differently (e.g. The toys-to- life experience segment) – principle 5 Is aware that markets and customers are constantly changing and that the company has to adapt to stay relevant – principle 6 Case Study Chapter 5 Questions: Adidas Kicks Off US Drive to Close is on Nike (Lesson 2) 1. Why is Adidas focusing on the US market? - Adidas is focusing on the US market because it has a very small share of the sports apparel market in the USA compared to its main rival, Nike. - Also, the sneaker/athleisure market is currently growing and the US is the epicentre of this global market. Newcomers such as Under Armour are also successfully coming into the market. - Finally, the company needs to be less European centric, particularly in its marketing 2. Why has Adidas seemingly lost ground to Nike? - Nike has been enjoying 15-20% growth – this makes it difficult for Adidas to compete - Adidas has seemingly lost ground to Nike because the trend for athleisure comes from the USA, which is Nike’s home market.
- Nike has substantial financial resources. Adidas has not been a social media innovator and has had a European-centric marketing strategy 3. Should Adidas only benchmark itself against Nike? What steps should it follow when conducting benchmarking activities? - Adidas needs to benchmark also against other brands in the same sector, notably Under Armour, as well as brands that are focused and strong in one sport, like Lacoste. It could also benchmark against other companies with similar issues but in a different industry, for example the fashion industry.
You've reached the end of your free preview.
Want to read all 16 pages?
- Fall '19
- Marketing, Ryanair