Legoland Mrk Strategic Presentation

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MBS507 Strategic Marketing Management Executive Summary Since 1968, five (5) LEGOLANDS have been built in Europe (3) and in the United States (2); however, the first LEGOLAND to take advantage of the rising affluence of the Asia continent only opened its doors in September 2012. The first LEGOLAND in Asia, strategically located in Johor, Malaysia is the first international theme park in Malaysia. Despite having prior experience establishing other LEGOLANDS in other regions, the marketing plan for each of these locations differ due to the demographic, psychographic and behavioral differences of visitors from each region. LEGOLAND Malaysia‟s marketing plan will require modification and customization to reflect the needs of the LEGOLAND visitors in Asia. This report shares the objectives defined by LEGOLAND Malaysia and defines a 2 year marketing plan that we are proposing to achieve these objectives. The proposed strategies described below are based on analyses we have conducted on the market needs, trends as well as forecasted information. It is also based on primary data obtained from LEGOLAND resources as well as secondary data obtained from agencies and research companies. The success of LEGOLAND Malaysia will very much determine Lego‟s plan to further expand the number of LEGOLAND‟s in other tourist destinations in Asia, namely Korea, Dubai and Japan in the coming years. Page 1 of 19 MBS507 Strategic Marketing Management 1.0 Introduction For the past 80 years, children all over the world have been captivated by the basic interlocking building blocks, also known as, „construction toys‟, manufactured by the Lego Group, a privately held, family-owned company based in Denmark founded in 1932. The word Lego is derived from the Danish words "leg godt", meaning "play well". It can also be interpreted to mean "I gather together" in Latin, and "I

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