Global marketing
Order Description
Lego Research Task
1. Emerging markets like China, India and Indonesia offer long-term opportunities for
organic growth. However, LEGO still has a small share in developing economies.
What kind of market data would you collect in order to increase market shares in the
three countries?

2. Is it a good idea to launch LEGO friends? Why/Why not?

3. LEGO Friends has been introduced as a supplement to the current product range.
How would you recommend that LEGO management measure the degree of market
success for LEGO Friends?