An Analysis and Evaluation of Lego’s Global Marketing Strategy (Term Paper Sample)

An Analysis and Evaluation of Lego’s Global Marketing Strategy
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Introduction
LEGO is a private company situated in Billund, Denmark. The Kirk Kristiansen family is yet the founder or owner of the growing company, having started it in 1932. LEGO originates from a Danish two-word abbreviation "leg godt," which stands for "play well." LEGO started releasing a baby's capability from picking up their initial brick. As kids form their individual worlds with LEGO bricks, the firm plays its part in developing a positive influence on the space they currently live and will inherit in the future. The company has come from far, having been in existence for over the recent eight decades. They have grown from a minor carpenter's shop to a contemporary, universal enterprise currently among the globe's largest toy manufacturers. The corporation is proud to offer their competitive product, which is ideal, and have achieved a "Toy of the Century" two times in history. The products and services have experienced widespread growth over the years. However, the foundation remains the LEGO brick, which came into existence in 1958. The interconnecting principle makes it special and provides limitless building capabilities. It about getting the visualization going – and enabling a set of innovative ideas to arise through play (The LEGO Group History).
           LEGO's mission is to motivate and create tomorrow's builders. Their primary intention is to motivate and make kids think imaginatively, reason analytically, and liberate their capability to shape their future while facing the countless human possibility. The firm aims to be a worldwide force developing and inventing learning-through-play regarding the vision. The group's values include caring, fun, creativity, learning, and imagination (The LEGO Group History). The paper's subsequent sections contain detailed analysis and assessment of LEGO's global marketing strategy and the firm's recommendations.
Company Capability and Product/Service Portfolio
           A renewable, improved portfolio yearly implies a major problem for LEGO in portfolio management alongside product development. To comprehend the LEGO model's applicability in answering such a challenge, the company's comprehension while relating to its development procedures and project management is essential. Generally, LEGO has a matrix business profile. The business structure implies that the staff is categorized into teams that relate to the included projects. Meanwhile, since LEGO creates platform products, the teams are as well structured around several platforms. As a result, the structure specifies that project and portfolio administration is extremely connecting to the platforms, and their incorporation is a critical aspect to allow the project's appropriate performance (Pénzes, 2018).
           The availability of distinct portfolios usually brings about problems for an organization throughout distinct product programs, which is LEGO's case. The firm has a huge capability to grab the market's larger portion. Notably, LEGO's threshold and characteristic competencies that assist it in attaining the competitive advantage include large volumes of connected production amenities, invention, raw materials, extensive knowledge, product designing creativeness, effective supply chain, alleged brand name worldwide, high-quality standards concentration, and practical leadership and organization (Törmer, 2019). 
Market/Environment Opportunities and Characteristics
           LEGO has always looked forward to playing its crucial part in developing a supportable future and leading to a positive influence on the planet where children will take over. The corporation tried to develop bricks from plastic gotten from corn, though such were too soft to use in the construction process. Assembled sets mitigated the