Table of Contents 目录
1.INTRODUCTION 导言
2. MARKETING OBJECTIVES 营销目标
2.1 ISSUES IDENTIFIED FROM THE SITUATIONAL ANALYSIS OF LEGO GROUP 乐高4组情景分析中发现的问题
2.2 MARKETING PLAN OBJECTIVES 营销计划目标
3. SEGMENTATION, TARGET MARKET(S) AND POSITIONING 细分、目标市场和定位
3.1 SEGMENTATION AND TARGET MARKETS 细分和目标市场
3.2 POSITIONING 定位
4. MARKETING MIX 营销组合
4.1 PRODUCT STRATEGY (150 WORDS) 产品策略
4.2 PRICE STRATEGY 价格策略
4.3 PROMOTION STRATEGY 推广策略
4.4 PLACE STRATEGY 地点策略
5. CONCLUSION - ROLE OF THE MARKETING PLAN 结论-营销计划的作用
REFERENCES 参考文献
1. Introduction 介绍
This report further explores the issues that were identified in the situational analysis of the Lego Group. Based on the identified issues, the report presents a marketing plan that Lego needs to rely on to promote its growth and sustainability in the Australian toy market in the next 12 months. In line with this, LEGO Australia Pty. Limited, Lego Group’s subsidiary in Australia, needs to address three main issues in order to strong establish its operations in this market. First, the company needs to address the rising competition from other companies that sell toys on the Australian market at a cheaper price as compared to that of LEGO toys. Secondly, the LEGO Australia Pty. Limited needs to establish an ecommerce platform that sells both digital and physical toys to enhance customer accessibility to its products on the market. Thirdly, considering the role that men play in parenting in Australia, LEGO Australia Pty. Limited needs to enhance its marketing campaign to target more men with its products on the market. The report will first highlight the marketing objectives that this company has. The report will then identify and justify market segmentation, target market and the positioning approach that LEGO Australia needs to utilize in its market plan. The last part of the report will formulate and outline the implementation of the appropriate marketing mix for LEGO Australia.
本报告进一步探讨了乐高集团情景分析中发现的问题。根据确定的问题，该报告提出了一个营销计划，乐高需要依靠该计划在未来12个月内促进其在澳大利亚玩具市场的增长和可持续性。与此一致，乐高澳大利亚私人有限公司。乐高集团在澳大利亚的子公司有限公司需要解决三个主要问题，以便在该市场建立强大的业务。首先，与乐高玩具相比，该公司需要解决其他公司在澳大利亚市场以更低价格销售玩具的竞争日益激烈的问题。第二，乐高澳大利亚私人有限公司。有限公司需要建立一个既销售数字玩具又销售实体玩具的电子商务平台，以增强客户对其市场上产品的可访问性。第三，考虑到男性在澳大利亚育儿中的作用，LEGO Australia Pty。有限公司需要加强其营销活动，使其产品面向更多男性。该报告将首先强调该公司的营销目标。然后，该报告将确定并证明市场细分、目标市场以及乐高澳大利亚需要在其市场计划中使用的定位方法。报告的最后一部分将为乐高澳大利亚制定并概述适当营销组合的实施情况。
2. Marketing Objectives 营销目标
Lego Group remains as a force to reckon with in the toy industry not only in Australia but also on a global scale. This section highlights Lego Group’s marketing objectives on the Australia market. The section will first recap the issues that were identified in the situational analysis of this company and thereafter clearly indicate its objectives.
乐高集团不仅在澳大利亚，而且在全球范围内，仍然是玩具行业不可忽视的力量。本节重点介绍乐高集团在澳大利亚市场的营销目标。本节将首先回顾在该公司的情况分析中发现的问题，然后明确指出其目标。