소개글
[국제경영] 레고 그룹 LEGO의 다국적 마케팅 전략(영문)에 대한 자료입니다.
목차
1.Research Questions
2.Problems Identified
3.Strategic Alternatives
4.Preferable Strategy
5.Q&A
본문내용
Situation
i> Increase in material cost
ii> Decrease in product price
iii> Diminishing market size
1. LEGO is pursuing global standardization⇒ Low local responsiveness⇒ Need more sales revenue = lock in a wide range of customers
2. LEGO’s operation in Asia is poorly managed⇒ Potential market⇒ Competitors aggressively expanding
Situation
i> Comparatively high priced LEGO products
ii> Development of technology
iii> Change in child’s playing pattern
3. Growth of the Digital World ⇒ Growth of the video games industry⇒ Substitution problem⇒ Major customer shift