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Case study: Legoland and the Millenium Dome
Christian Jaramiliio Bermeo Ivan Santini
Dorota Sauer
Chapter 1 1. Introduction2. Differences in approach to marketing
orientation3. How could Millenium Dome improve
• Concept• Launch• Operation
4. Political leadership and mareting concept
1. Introduction
1. Introduction
LEGOLAND MILLENIUM DOMEPurpose Expansion CelebrationInvestme
nt 122 mnl 1092 mln
Target3-13 children,
familiesAl socio-economic
groupsPeriod 1 season 1 year
Customers 1.4 mln 6.5 mln
Access Car, bus, train TubeOwnershi
p Private Public
Impression Unqualified success Unqualified failure