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Marketing Strategy Analysis for Newly
Launched Toy
CW1
Abstract
As a marketing consultant, the author wrote out the paper
to analyze the marketing strategy of launching a new tape
of toy for the adult. Lots of factors were analyzed from different
angles, such as the location analysis of the toy shop, the
demands for the product, the advantages and disadvantages,
a segmentation analysis of the local population, the appropriate
target customer groups, the criteria of applying to the buying
decision， product portfolio management of most importance.
At the same time, the latent problems and recommendations
are expounded comprehensively and thoroughly.
Introduction:
Star is a big toy enterprise which produces the toys for the
children mainly. Its business has captured biggest intelligence
toy market share. The intelligence toy has reached 36% in
the whole toy market in 2004 and Star’s product market share
has reached 28% in the intelligence toy market.
This time there is an apparent difference between the old
products and the new ones which are newly launched in the
shop. Its target groups are the adult. Compared with the toys
for the children, the new toys have more characteristic of
intelligence and challenge than the former.
According to a market investigation and research recently,
there is not a special enterprise which produces adult toys
especially in China till now. Rarely could you see the special
counter that sold adult toys on the market.
Considering from Chinese biggest two cities: Beijing and Shanghai's
toy sale situation on March this year and analyzing the present
market trend，The data contrast is as follows:
placevarieties of age Beijing Shanghai
Varieties for the children 3000 7000
Varieties for the adults 104 202
(Lancaster, Kelvin, "A New Approach to Consumer Theory",
Journal of Political Economy)
In a word, the present situation of the toy industry in China
is that the competition of the children toys is very fierce
on the market; meanwhile the market of the adult toys is extremely
vacant, which has a very wide development prospect. As the
market of adult toys has a greater development potentiality,
our enterprise should catch the opportunity and try to enter
taking the lead and launch the new products into the market.
Our advantages are that we have a good reputation of our products
in the toy enterprise, a better research and development ability,
a perfect distribution channel and an abundant promotion experience.
2. Market Place Evaluation for the New Product:
2.1 PEST Analysis:
2.2 Main Competitor Analysis:
2.3 SWOT Analysis:
3. Segmentation and Targeting Analysis
3.1 Consumer Preference
3.2 Segments by age
3.3 Sub- segments in geography
3.4 Conclusion:
4. Buying decision making
5. NPD Process and Product Portfolio Management
5.1 NPD Process Method
5.2 Product Portfolio Management
6. Conclusion:
7. Bibliography:
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