millenium dome case 1

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  • 1. Case study: Legoland and the Millenium Dome Christian Jaramiliio BermeoIvan Santini Dorota Sauer

2. Chapter 1

  • Introduction
  • Differences in approach to marketing orientation
  • How could Millenium Dome improve
      • Concept
      • Launch
      • Operation
  • Political leadership and mareting concept

3. 1. Introduction 4. 1. Introduction 5. 6. LEGOLAND MILLENIUM DOME Purpose Expansion Celebration Investment 122 mnl 1092 mln Target 3-13 children, families Al socio-economic groups Period 1 season 1 year Customers 1.4 mln 6.5 mln Access Car, bus, train Tube Ownership Private Public Impression Unqualified success Unqualified failure