Development Of The Company ' S Marketing Strategy

This paper will summarize the ERR articles from the bulleted topics and issues. This paper will also include summaries on toys that may encourage violence and aggression, toys that may promote pro-social behavior, gender stereotyping in toy selection, and cultural stereotyping or, lack of cultural awareness in toys.

Toys play quite an important role in children’s lives, along with their socialization. Kids spend a vast amount of time playing with toys, alone and with their peers or parents. In todays age when it comes time to buying gifts for children everything is color coded. There are many boundaries that separate

The LEGO Company was founded in 1932 by Ole Kirk Kristiansen and is the leading play material toy manufacturer in the world among all other toy manufacturers. Their success is based off of the development and innovations of learning and building through play. LEGO values imagination, creativity, fun, learning, caring, and quality with the spirit that only the best is good enough. They hold four promises to their customers and company; promise play of the joy of building and creating, the promise to positively impact the planet, partner promise as mutually valuing creation, and the people promise of succeeding together. They aspire to globalize and innovate by

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

The summary of the key findings mainly includes the data analysis of Woodty’s brand in different three years (2014, 15, 16) and the comparative analysis of data with other competitors. According to the information of the customer group of Woodty’s, the vast majority of female buyers (92) prefer to purchase Woodty’s toys as gifts for their own children (95) most of whom are girls. The sales and market share indicates that the Woodty’s company is not performing well currently because the 3 years witnessed a dramatic decrease in the proportion of its unit market share from 41.59% to 16.84%. In terms of the share of hearts and minds, the Woodty’s brand has relatively low ratings compared to other rivals regarding the metrics of customer satisfaction

The purpose of writing this paper is to see how a very old company has progressed and where it is now. Over the years, Hasbro, Inc. Company has been producing so many amazing products for kids and youngsters to play with. Their advanced technology has been improving a lot. For my research, I will collect as much information from reliable sources as I can to finish my research paper. Hasbro, Inc. with higher brands selling, products and manufacture. I have used a lot yahoo finance website and Hasbro, Inc. official website to research.

According to Statista, a statistic tracking website on global revenues and market shares the global revenue of the global toy market was $84.1bn in 2012, and the U.S. toy market size was estimated to be worth 21.18bn. (http://www.statista.com/statistics/194395/revenue-of-the-global-toy-market-since-2007/) In conducting a five forces analysis of the toy industry as it currently stands, we must look at all five forces that affect competition. This includes factors affecting the strength of buyer bargaining power, factors affecting competition from substitute parts, factors affecting the strength of supplier bargaining power, factors affecting the threat of entry, and finally factors affecting the strength of competitive rivalry.

Through studying the entire retail toy industry, we have been able to understand the complexity of the industry in which Toys "R" Us operates. Upon completion of the analysis, we realized that the industry is growing stably,

just building blocks.  Due to the different segments that make up the toy industry, buyer power is

Customer-focused strategic planning not always prevent issues from occurring like with Mattel, the company is still suffering from the seriousness of product recall issues (Ferrell & Hartline, 2014). Despite Mattel’s best efforts not all manufacturing companies overseas are keeping up with Mattel’s high standards (Ferrell & Hartline, 2014). China’s manufacturing companies say that Mattel is not providing quality toy plans (Ferrell & Hartline, 2014). Regardless of who is right or wrong, the responsibility falls on Mattel, the name on the toy (Ferrell & Hartline, 2014). Mattel is responsible for holding their manufacturing companies to high standards (Ferrell & Hartline, 2014). Unfortunately, not every product produced is going to succeed when it comes to the safety of children (Ferrell & Hartline, 2014). However, the responsibility lies on Mattel to test all products before and after manufacturing (Ferrell & Hartline, 2014). Skipping on cost can end up costing an organization in the long run with recalls (Ferrell & Hartline, 2014). The power is in the hands of the consumer to read up on these toys for safety before buying (Ferrell & Hartline, 2014). The consumer is also responsible for only buying age-appropriate toys for their children (Ferrell & Hartline, 2014).

In the past, the toy business was just an annex of the publishing industry. Little effort was invested in toys which were not even mentioned strategic plans. Now the toy industry is the second-highest profit maker in Marvel, generating over $20 billion in sales in 2003. The toy business is very promising in the future. However its percentage in revenue will still remain stable or slightly decrease, just as publishing will do, because licensing has such a strong possibility for growth. In addition, while the toy industry competition is too fierce to permit further achievements.

Woolworths was the biggest toys and games retail in UK, after the collapse of Woolworths in 2008, Toys R Us, Argos, Disney and other online retail such as Ebay and Amazon became the major players in toys and games industry. In 2009, Argos has 24% market share which are top one in UK toys and games market. Toys R Us has 17% market share and Disney only has 3% market share (MINTEL 2010). Figure 4 shows the outlet, sales, positioning and evaluation of those major players in toys and games industry in 2010.

Retailing the right product at the right season, like outdoor games in the spring, is important to maximize sales. The continual display and presentation of new toys, games and crafts will attract customers and generate higher sales. Looking into expanding operations and product lines towards video games and other growth segments (e.g. Building sets and action figures). Building up a well-designed online marketing channel can promote efficiency and cost savings. Expanding the international market to avoid the intense competition in the U.S. Retail Toy Industry. Closing underperforming stores to improve liquidity through the expertise of Vornado Realty Trust and reinvest the money back into the operation.

Lego's key strengths may be seen as coming from both its brand recognition and its ability to use innovative

The Build –A-Bear workshop allows the customers design their own toys as per their wish which is similar to the marketing concept. The core strategy of Build-a-Bear