Analyse the nature of challenges (on the internal and external perspectives) for Alpha to sustain its business performance in the entertainment industry.
Alpha Animation and Toys Ltd is wholly owned subsidiary of Alpha (Guangdong Alpha Animation and Culture Co., Ltd), one of the largest and most successful animation, toy and entertainment groups in Asia. Established in 1993, Alpha Group Co., Ltd. (Alpha), has grown into one of China’s largest and most successful animation and entertainment groups. Alpha has grown by leaps and bounds and established itself as a pioneer in the toy and entertainment industries globally. With the headquarters in Guangzhou, China, Alpha Animation and Toys LTD now have offices in Korea, Latin America, Europe (France and Netherlands), United Kingdom and United States of America, where our global hub for Design and Marketing is based. Backed with digital and television content, Alpha owns a number of exciting and strong brands, targeting children of all ages. Brands such as Screechers Wild, Drone Force, Wave Races, Miximals and top Pre-School line globally, Super Wings, Alpha Animation and Toys have established national brands and work with many of the top global retailers.
Built on a foundation of Toys and Animation, Alpha Group is redefining the traditional toy pattern and delivering a greater play and entertainment experiences for kids of all ages.Alpha Animation and Toys Ltd is wholly owned subsidiary of Alpha Group (Guangdong Alpha Animation and Culture Co., Ltd), one of the largest and most successfulanimation, toy and entertainment groups in Asia.During the half-one financial year 2019 sees net profit raised up to 30 percent, or to be 135.1 million yuan to 175.7 million yuan. Alpha recently announced more brands to their portfolio coming end of 2019 and in 2020. Working with DHX Media, to create the global toy licence for its action-packed sci-fi competition series Massive Monster Mayhem, and with Nickelodeon, to produce a full range of toys, collectables, plush and novelty items for SpongeBob Square Pants, who celebrates its 20th anniversary in 2019. With state-of-the-art design, manufacturing and animation facilities, Alpha delivers unparalleled innovation and animation content, providing a strong foundation for its toys and licensed products for kids and their parents.
Dong Qing Cai, the Chairman of the Board, General Manager of Alpha wishes to undertake an immediate review of Alpha’s marketing penetration strategy as the government of the relevant countries has announced special program incentives and a huge budget to promote their local entertainment industry. However, he is aware of potential fierce challenges from other competitors in the sector and locality. He believes that through a better understanding of its customer segments it could target its market segment more effectively. Qing Cai also believes that Alpha should use the global marketing strategy more effectively to engage with the management of the international branches, competitive strategy and the
Analyse the nature of challenges (on the internal and external perspectives) for Alpha to sustain its business performance in the entertainment industry.
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