With the prevalence of high-technology, globali
zation, and wide-spread of
information, the competition becomes more furious t
han ever. Many companies pay
close attention on form excellent and unbeatable ma
rketing strategies to survive and
stay extraordinary. The toy industry has also grown
to become significant for both
parents and children. Parents would like to have th
eir children being educated and
gained advantages more than others at relative youn
ger age to become competitive
than older. Learning through play appears to be att
ractive for children as well.
A successful company would follow marketing strate
gies, including STP
strategies, 4Ps, brand equity and innovation theory
, to form its marketing plans to win
its position in the industry. The Lego Group, one o
f the top toy construction
companies, has applied these marketing strategies t
o make its legend. The purpose of
this paper is to look into the Lego Group and its s
trategies to have a further
understanding how a successful company plans the ma
rketing strategies to build its
kingdom in the high competitive world.

With the prevalence of high-technology, globali
zation, and wide-spread of
information, the competition becomes more furious t
han ever. Many companies pay
close attention on form excellent and unbeatable ma
rketing strategies to survive and
stay extraordinary. The toy industry has also grown
to become significant for both
parents and children. Parents would like to have th
eir children being educated and
gained advantages more than others at relative youn
ger age to become competitive
than older. Learning through play appears to be att
ractive for children as well.
A successful company would follow marketing strate
gies, including STP
strategies, 4Ps, brand equity and innovation theory
, to form its marketing plans to win
its position in the industry. The Lego Group, one o
f the top toy construction
companies, has applied these marketing strategies t
o make its legend. The purpose of
this paper is to look into the Lego Group and its s
trategies to have a further
understanding how a successful company plans the ma
rketing strategies to build its
kingdom in the high competitive world.

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