Lego Case Study Report

STRATEGIC MARKETING

|Name |Student Number |

|Chen Yi Hsuan |S3152850 |

|Foo Wei Yen Cindy |S3153099 |

|Ng Shimin Sherlyn |S3152678 |

|Song Guozheng Gregory |S3152803 |

|Summer Mark Gui Xian |S3152654 |

Executive Summary

Technological advancement has never slowed down its pace, the electronics industry in Singapore reflects a significant growth rate each year. The economical and technological environment of today opens greater market potential and opportunities for current and potential consumers. AKIRA is an international global brand for consumer electronics goods; its success in today’s competitive market proves its competency in leading the economy segment with a low cost leadership strategy, it positioned itself as a value-for-money brand offering products with reliable quality.

AKIRA’s unlikely growth in its current market towards greater segments were analysed and derived as: Difference in AKIRA product’s positioning being of a lower priced and average quality product than most existing premium quality products, causing customer confidence to drop and affects brand equity in time. Consumers need information to interest them; AKIRA is lacking advertising and promotions to attract and provide information, hence losing brand image. The other communication factor that is insufficient in AKIRA is the internal perspective, whereby staff of AKIRA do not believe in their mission statement, a result of dictatorship.

Having analyzed AKIRA’s current situation and problems, two strategic...