FOUNDATIONS OF MANAGEMENT (PART A) LEGO Group Marketing and Operations Management Report Prepared: For: LEGO Group By: Éva Gaál On: 17 November 2008 Introduction At the request of the LEGO Company‚ this report advises the company on the expansion of its operation based on market segmentation‚ appropriate marketing mix‚ new product design and development‚ including total quality management for outsourcing new partners. LEGO Group is the fifth-largest toy manufacturer of
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Lego: one more brick in the wall?1 Lego in 2004 was in severe difficulty‚ since 1998 it had been losing money and in 2003 and 2004 Lego suffered the biggest losses in its history. Despite being a much loved toy and brand Lego was facing financial collapse. This case study details the steps taken by new CEO Jorgen Vig Knudstorp to save Lego and I will also perform a SWOT analysis detailing the internal and external environment facing Lego at that time. Lego SWOT Analysis Internal Environment
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From the invention of flaked cereal in 1894 at the Battle Creek Sanitorium‚ to the present day operations producing cereals in more than 15 countries and marketing its products in more than 160 countries. Kellogg operates a centralised distribution network in Australia‚ with the main warehouse located at Botany in NSW and a small warehouse in Perth‚ W.A. The NSW warehouse supplies local & export customers in all states other than Western Australia and supplies stock to the Kellogg warehouses in
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LEGO Group Threshold Capabilities Threshold Resources Tangible Intangible Physical Finance HRM Threshold Competence Primary Inbound logistics‚ operations‚ outbound logistics‚ marketing & sales Support/Secondary HRM‚ general administration Unique Capabilities for Competitive Advantage 1) Corporate Function - Strong financial control 2) Management Information - Comprehensive‚ integrated MIS network linked to managerial decision making 3) Research and Development
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PepsiCo vs. Market Segmentation Introduction Pepsi-Cola was founded by a druggist‚ Caleb Bradham in year 1898 (Overview‚ 2008). He came from New Bern‚ North Carolina (Overview‚ 2008). In year 1965‚ Pepsi-Cola merged with Frito-Lay in a new company named PepsiCo (Overview‚ 2008). Then‚ PepsiCo merged with Tropicana in year 1998 and also Quaker Oats Company in year 2001 (Overview‚ 2008). Those mergers have been divided in categories such as food‚ beverage and snacks. Now‚ Pepsi Brand is part of
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three core practices: 1) Focus‚ 2) targeting‚ and 3) multiplication (such as focusing on a niche‚ market targeting‚ and multiplying one’s marketing efforts). However‚ this fundamental magnetism is not only based on pure marketing practices or strategies. It also involves something at a much deeper level that is far more effective than any other marketing tool or process. This "thing" to which I am referring is‚ I believe‚ the most important marketing secret that I can ever teach you -- and it’s
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problem. 2. How did GMCC gather its market research? Describe the research design. 3. Evaluate GMCC’s research design. What might you have done differently if you were on the Consumer Insights (CI) team? 4. What are some of the marketing strategy implications for the market research obtained (hint: refer to the 4Ps)? What consumers should the team target? Pillsbury should target Scratch Users segment which is 61% as compared to 49% in US. They have almost 24% as refrigerated users‚ when
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CHAPTER 1: INTRODUCTION 1.1 Background of Study The use‚ acceptance‚ adoption and application of internet technology to businesses to boast their performances are not something new. Saffu et al.‚ (2008)‚ states that there has been a significant increase in the use and application of e-commerce in businesses in the past decade. E-commerce has benefits such as reduction in costs‚ increased business opportunities‚ reduced lead time and providing more personalized service to the customers (Turban et
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Segmentation and Target Market Paper MKT/571 Segmentation and Target Market Paper To obtain success‚ and then retain success‚ organizations need to determine which market segments to focus (Kotler & Keller‚ 2012). Additional consideration is necessary to ensure that the organization can effectively serve this market segment. According to Kotler and Keller (2012)‚ the finest marketing plans identify and embrace segment differentiation by determining the demographic‚ psychographic‚ geographic
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2:04 PM Page 222 CHAPTER 11 Market segmentation YORAM (JERRY) WIND and DAVID R. BELL All markets are heterogeneous. This is evident from observation and from the proliferation of popular books describing the heterogeneity of local and global markets. Consider‚ for example‚ The Nine Nations of North America (Garreau‚ 1982)‚ Latitudes and Attitudes: An Atlas of American Tastes‚ Trends‚ Politics and Passions (Weiss‚ 1994) and Mastering Global Markets: Strategies for Today’s Trade Globalist (Czinkota
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