The LEGO brick global enterprise assignment
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
The LEGO brick global enterprise assignment
For the purposes of assessment, this case study has been adapted from real events within the organization.
Lego has come a long way over the past 80 years – from a small carpenter’s workshop to a modern, global enterprise that is now one of the world’s largest manufacturers of toys.
The LEGO brick is our most important product. We are proud to have been named “Toy of the Century” twice. Our products have undergone extensive development over the years – but the foundation remains the traditional LEGO brick.
The brick in its present form was launched in 1958. The interlocking principle with its tubes makes it unique and offers unlimited building possibilities. It’s just a matter of getting the imagination going – and letting a wealth of creative ideas emerge through play.
Sales have been declining across some of Lego’s core markets; in the USA sales dropped by 35% from last year, Germany finished the year approximately 20 percent below prior year’s level, and the UK, Holland and the Nordic markets fell by 13 percent. Only the new markets in Eastern Europe and distributor markets maintained sales on a par with prior year. Sales of movie tie-in products developed unsatisfactorily. Interest in the Star Wars range and, to an even greater extent, the Harry Potter series fell below expectations without new movie releases. The drop in sales of these products accounted for more than 50 percent of the overall sales decrease.
One ex-employee is quoted as saying: “Lego’s off track and management don’t really understand how far it is off track. Most employees and customers are very clear about the problems but there are no lines of communication to enable the key messages to get through to the top.”
The owners of the company (Lego is privately owned) had been spooked by the patent expiry of the basic LEGO brick. Competitors like Tyco Toys and Mega Bloks had developed ‘me too’ products. New products including software, games, PlayStation, Xbox and the like had convinced senior management the move would be digital. “The LEGO brick was going to die!”. Hence the rush into adjacent markets in the perceived need to diversify away from the original business.
LEGO had tried to develop a diversification strategy which included software (LEGO Moviemaker), learning concepts (LEGO education), lifestyle products (LEGO Kid’s wear), girls toys (LEGO dolls), books, magazines, television, theme parks and own retail with a goal of over three hundred retail stores.
Each move had demanded a special set of skills away from the basic skill set within the LEGO business. Knudstrop was to herald a return to basics, reminiscent of the “Stick to the Knitting” mantra of Peters and Waterman [1982]. The company had been guilty of chasing too many fads and ignoring the focus on key LEGO kit construction products. There had to be a return to the LEGO brick. Back to the brick as a building system. A coherent expandable universe of toys. There had also to be a focus on profitability, especially the basic potential of the core products.
The LEGO Company have recently shelved certain initiatives outside of the core business, including wristwatches, publishing and other lifestyle products. At the same time, LEGO intends to reduce losses in software and the LEGOLAND parks. The strategy is to refocus on the LEGO brand – stimulating imagination, creativity and learning – “it is what children and parents expect from us. We will continue to expand within this area, applying a growth strategy with a huge potential and lower risk”
Assignment Tasks. Answer ALL Tasks
Scenario: You are a marketing Consultant for Lego. The senior management team of the organisation have asked you to conduct detailed research on their current situation and then prepare a formal report that includes:
- a) A SWOT analysis on Lego highlighting the most important/critical Strengths, Weaknesses, Opportunities and Threats facing Lego at this time (15 Marks)
- b) From the SWOT findings recommend and justify 3 SMART marketing objectives (10 marks)
- c) Recommend and justify ONEappropriate marketing strategy to help Lego achieve these objectives (15 marks)
- d) Based on the above tasks justify what changes you would make to the current Marketing mix (7Ps) for Lego.(20 marks)
- e) Include an implementation chart (10 marks)
- f) Describe what metrics you would use to help you measure the success of the plan (15 marks)
- g) Transferable Skills: (15 Marks) including professional format, references and in text citations, use of the ICP House Format.
Assignment word count: 1500 words
Submission of the assignment MUST be via the correct Turnitin link on Moodle. Please ensure you submit your final draft via the correct link.
Final Deadline: 16.00hrs. Friday 17th March 2017.
Work submitted after this time may result in restricted grades.
Core text
Brassington, F . and Pettitt, S ., 2006, Principles of Marketing, FT/Prentice-Hall.
Marking Criteria
Assessment criteria and (LO’s) Distinction (100-70%)
Higher Credit (69-60%)
Credit (59-50%)
Pass (49-40%)
Fail (<40%)
1. External audit (Cognitive)
Exemplary exploration and evaluation of information from an extensive range of sources. Locates & explores a wide range of information/ evidence. Locates & organises an acceptable range of information/evidence Locates & organises an acceptable range of information/evidence Relies on inadequate range of poor quality information 2. SWOT analysis (Cognitive)
Exceptional critical judgement in analysis, evaluation and reformatting of information and application of prior learning in different contexts Largely consistent and critical judgement in analysis, evaluation and reformatting of information and application of prior learning in different contexts
Applies some aspects of prior learning in different contexts Limited application of prior learning to new contexts Fails to apply learning to different contexts 3. Marketing objectives and four SMART marketing objectives (Analytical)
Exceptional critical judgement in analysis, evaluation and reformatting of information and application of prior learning in different contexts Applies some aspects of prior learning in different Contexts
Applies some aspects of prior learning in different contexts Limited application of prior learning to new contexts Fails to apply learning to different contexts 4. Marketing strategies then identify which type(s) of strategy and why you have chosen that strategy. (Analytical)
Exceptional critical judgement in analysis, evaluation and reformatting of information and application of prior learning in different contexts Critical judgement in analysis, evaluation and reformatting of information and application of prior learning in different contexts Largely consistent and critical judgement in analysis, and evaluation of information and application of prior learning in different contexts Applies some aspects of prior learning in different contexts Fails to apply learning to different contexts 5. Marketing programmes (Analytical)
Exceptional critical judgement in analysis, evaluation and reformatting of information and application of prior learning in different contexts
Largely consistent and critical judgement in analysis, evaluation and reformatting of information and application of prior learning in different contexts
Applies some aspects of prior learning in different contexts Limited application of prior learning to new contexts Fails to apply learning to different contexts 6. Business Report format, tables/diagrams labelled, spelling and grammar. Harvard Referencing. (Transferable skills))
Excellent presentation and organisation of work with lucid communication in all contexts; exemplary referencing/citation. Presentation and organisation of work appropriate to context and purpose, communication clear; referencing/citation consistent and accurate Satisfactory organisation & presentation of work, com- munications mostly appropriate to the context/ purpose/referencing/ citation largely consistent Organisation and presentation of work and communications adequate in most contexts, with some mistakes/irrelevancies errors in referencing/ citation Work is disorganised, poorly presented with poor/ inappropriate expression/ communication ; substantial errors in referencing/ citation, or none [ ] Please tick this box to ensure you have read and understood the above criteria
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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