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

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 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.