Overview
Unit 5 is a comprehensive APA Analysis Paper utilizing all the knowledge you have gained in OL3225 including chapters over which you have not been previously evaluated. Incorporate the following topics into an essay in the order depicted below meeting the word count requirements for the final essay and demonstrating an understanding of both the READ and ATTEND sections. Use the APA Essay Template for formatting. Please refer to the grading rubric for the Unit 5 essay for guidance. Your completed essay will be submitted by uploading it to the Week 5 Dropbox.
Read "Company Case LEGO: Making the World a Better Place - One Brick at a Time" at the end of Chapter 20.
- Discuss the concept of sustainable marketing and explain whether you believe TLG practices sustainable marketing. What are the five sustainable marketing principles, and which one best describes TLG's approach?
- Assess TLG's competitive advantage and discuss the basic steps in analyzing TLG's competitors? Should LEGOS think of themselves as a toymaker? Explain why or why not.
- In addition to the case, review the LEGO website at https://www.lego.com/en-us/aboutus/lego-group/. Discuss the set of tactical marketing tools - product, price, place, and promotion - that TLG blends to produce the response it wants in their target market.