Read "Company Case LEGO: Making the World a Better Place - One Brick at a Time"at the end of Chapter 20.

• 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.