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Market resarch for toys industry. TABLE OF CONTENTS Executive summary 3
Description of one target market and buyer behavior 4 Perceptual ...
Submitted by hfarghal on April 11, 2008
Category: Business
Words: 2788 | Pages: 12
Views: 67
Popularity Rank: 88,408
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TABLE OF CONTENTS
Executive summary 3
Description of one target market and buyer behavior 4
Perceptual Map 5
Marketing Objective 6
Positioning the product 6
Product strategy 6
Place strategy 7
Price strategy 8
Promotion strategy 9
Advertisement 10
Appendix A 11
Appendix B 13
Appendix C 13
EXECUTIVE SUMMARY
Product type: The product for this project is interactive and programmed toy/bear for children. The name is Bozzy Toy
Company: The Company chosen for producing this product is Toys R s
Market Situation:
Highly differentiated competitive market
Many market drivers e.g. decreasing child population, increasing PDI
Demand for consoles & computer games growing faster than for traditional toys
Internet buying is large section of the market
Future Market goals:
Build robust and enduring strategies
Diversification of products to maintain its position
Emphasis on customer satisfaction – customers believe that Toys “R” Us are the best at what they do
lack of intermediaries
strong ‘In Stock Position’
Conclusion:
Toys “R” Us, are the largest toy specialty retailing chain. The key to their success is widest choice and everyday prices. At Toys “R” Us customers can feel confident of finding a suitable toy and paying a price which is unlikely to be beaten a rival outlet.
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