The toy industry has been on a stellar growth into a lucrative billion dollar industry worldwide. Despite that, it is also an intensely competitive and rapidly changing industry. Assuming you are the Director of Sales and Marketing Manager ofLEGO, you are required to produce a one year brief marketing plan to boost the sales growth of the toy brand in theMalaysia market.

Question

• Key Competitors Analysis: Identify TWO key competitors of similar target market for your chosen toy brand. Critically analyze and evaluate the key competitors' market position, 4Ps marketing strategies, positioning, and unique selling proposition against your chosen toy brand.