STRATEGI PEMASARAN LEGO® DALAM MENINGKATKAN MARKET SHARE DI PASAR MAINAN CHINA MELALUI MARKETING MIX 4E (2012-2024)

Sari, Salmadina Putri Purnama (2025) STRATEGI PEMASARAN LEGO® DALAM MENINGKATKAN MARKET SHARE DI PASAR MAINAN CHINA MELALUI MARKETING MIX 4E (2012-2024). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to discuss LEGO's Marketing Strategy in Increasing Market Share in the Chinese Toy Market through the 2012-2024 Marketing Mix 4E. The LEGO company is one of the largest toy manufacturers in the world with markets in 140 countries. One of LEGO's markets with the largest growth is China, where LEGO's success can be seen from the increasing market share of the company from year to year. The results of the study show that in increasing its market share, the LEGO company uses a marketing strategy that uses the Marketing Mix 4E method with the following four elements: (1) Experience by developing an innovative retail concept through the Flagship Store and LEGOLAND Discovery Center (LDC), (2) Everyplace, through the implementation of an omnichannel strategy, (3) Exchange by integrating cultural and educational values, and (4) Evangelism by building brand advocacy through UGC and collaboration with KOL and the LEGO community. Keywords: Marketing Strategy, Marketing Mix 4E, Toy Company, LEGO

Item Type:

Thesis (Undergraduate)

Contributors: