Lego Marketing Plan
Letter of Transmittal
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28th May 2011
Ms. Jessy
LEGO Group,
28, Jalan Senget,
10350 Kuala Lumpur.
Dear Ms. Jessy,
Enclosed is a report detailing the preparation steps needed to do before launching the products in the domestic market. As discussed during our meeting, I have also made recommendations tailored specially to your business’s need.
The report provides background to the company and industry as well. Benefit and features of the product lines are also briefly explained. The report also provides in-depth analysis on the external environment of the market. Other than that, recommendations on product strategy, promotional strategy, pricing strategy and distribution strategy are included in the report.
The information provided in the report will help in the decision making process. Furthermore, the recommendations made will help strengthen the brand name in domestic market efficiently and effectively. Launching of new products will also be easier and successful.
Last but not least, thank you for providing me this opportunity to work with you. Please do not hesitate to ask assistant from me if you have any queries regarding the report attached. I will be glad to discuss with you in our next meeting.
Yours sincerely,
……………………
(Marketing Manager)
Executive summary
LEGO is a company origin from Denmark. It started from a small carpenter into today’s world fourth largest manufacturer of play materials. LEGO is concerned with the development of children’s creativity through learning and building teamwork and trust. LEGO offers a huge line of products in order to cater different group of customers from pre-school children to adults. The aim of this report is to reintroduce LEGO in the Malaysia market as the brand is slowly forgotten by people due to the advancement of technology.
Before implementing any strategy, an analysis of the external environment is vital to the company as it may affect a company’s competitive advantage. For
[pic]
28th May 2011
Ms. Jessy
LEGO Group,
28, Jalan Senget,
10350 Kuala Lumpur.
Dear Ms. Jessy,
Enclosed is a report detailing the preparation steps needed to do before launching the products in the domestic market. As discussed during our meeting, I have also made recommendations tailored specially to your business’s need.
The report provides background to the company and industry as well. Benefit and features of the product lines are also briefly explained. The report also provides in-depth analysis on the external environment of the market. Other than that, recommendations on product strategy, promotional strategy, pricing strategy and distribution strategy are included in the report.
The information provided in the report will help in the decision making process. Furthermore, the recommendations made will help strengthen the brand name in domestic market efficiently and effectively. Launching of new products will also be easier and successful.
Last but not least, thank you for providing me this opportunity to work with you. Please do not hesitate to ask assistant from me if you have any queries regarding the report attached. I will be glad to discuss with you in our next meeting.
Yours sincerely,
……………………
(Marketing Manager)
Executive summary
LEGO is a company origin from Denmark. It started from a small carpenter into today’s world fourth largest manufacturer of play materials. LEGO is concerned with the development of children’s creativity through learning and building teamwork and trust. LEGO offers a huge line of products in order to cater different group of customers from pre-school children to adults. The aim of this report is to reintroduce LEGO in the Malaysia market as the brand is slowly forgotten by people due to the advancement of technology.
Before implementing any strategy, an analysis of the external environment is vital to the company as it may affect a company’s competitive advantage. For
References: Ellickson, P. B & Misra, S. 2008, ‘Supermarket Pricing Strategies’, Marketing Science, vol. 27, no. 5, pp. 811-828. Goldsmith, K & Amir, O 2010, ‘Can Uncertainty Improves Promotion?’, Journal of Marketing Research, vol. 47, no.6, pp. 1070-1077. Kotler, P. and Armstrong, G. 2010, Principle of Marketing, 13th ed. Pearson Education International, Upper Saddle River, New Jersey. 88, Jalan Kaya, 11200 Subang Jaya, Selangor.