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.
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