[국제경영] 레고 그룹 LEGO의 다국적 마케팅 전략(영문)

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레포트 > 경제경영계열
2010.12.07
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[국제경영] 레고 그룹 LEGO의 다국적 마케팅 전략(영문)

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[국제경영] 레고 그룹 LEGO의 다국적 마케팅 전략(영문)에 대한 자료입니다.

1. Situation Analysis
A. Environment
1. Economic conditions and trends
2. Political and legal issues
3. Summary of environmental opportunities and threats
4. Implications for strategy development
B. Industry
1. Classification and definition of industry
2. Analysis of existing competitors
3. Analysis of potential new entrants and substitute products
4. Analysis of buyers
5. Summary of industry opportunities and threats
6. Implications for strategy development
C. Firm
1. Objectives and constraints
2. Financial condition
3. Management philosophy
4. Organizational structure
5. Organizational culture
6. Summary of the firm’s strengths and weaknesses
D. International Business Strategy
1. Objectives and constraints
2. Analysis of the strategy of international business
3. Analysis of the organization of international business
4. Analysis of entry strategy and strategic alliance
5. Analysis of global R&D
2. Problems Found in Situation Analysis
A. Statement of Primary Problem(s)
B. Statement of Secondary Problem(s)
3. Strategic Alternatives for Solving Problems
A. Description of Strategic Alternative 1
B. Description of Strategic Alternative 2
4. Selection of Strategic Alternative and Implementation
A. Statement of Selected Strategy
B. Justification for Selection of Strategy
C. Description of Implementation of Strategy

본문내용

2. Political and legal issues◎ Safety issue
In 2005, U.S. emergency center reported more than 200 thousand accidents caused by toys. Needless to say, quality improvements and handling safety issue raises cost for the firm. This becomes a great issue considering industry environment described above; aggravated by the increase in production price, coming from the increase in the material cost.
3. Summary of environmental opportunities and threats
◎ Opportunities
• Famous brand worldwide with a history which all generations feel attached.
• The company has a strong team of innovators.
◎ Threats
• Faster Paced Child Development
• Growth of the Digital World
• Fashion Trends in the Toy Industry: Toys go in and out of fashion more rapidly; a few products can make or break annual turnover.
• Dependence on Global Mega-Brands: In response to fashion trends, toy manufacturers design offerings base on a concept or story (e.g., Star Wars) and several companies offer multiple toys related to the same concept (Spiderman, Harry Potter).
4. Implications for strategy development
◎ Increasing costThe LEGO Group should also further outsource labour-intensive parts of production to low-pay countries while determinately binding consumers, fans and retailers even closer to the organization. Thereby, realizing experience curve and location economy while thoroughly differentiating their products through accumulated values.

#국제경영 #다국적 #마케팅 #그룹 #LEGO

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