What Is Suzy's Zoo Competitive Advantage
Sebastian Capatina (997706745) - Suzy’s Zoo Memo
Background
Suzy's Zoo, created by Suzy Spafford, consists of three different character sets: Duckport, Little Suzy's Zoo, and Wags and Whiskers. These characters appear on classroom supplies, fabric, plush animals, disposable diapers, wallpaper, infant and toddler apparel, and other items. The companies main business relied on producing and selling greeting cards. However, because the market for greeting cards is mature and highly competitive, Suzy’s Zoo reorganized to provide regular greeting cards (Suzy’s Zoo Greeting Cards) and licensing agreements (Suzy’s Zoo Studio). Licensing proved to be a gigantic success, and total sales went from ~$6 million in 1992 to $100 million in 2005. …show more content…
The company is not highly involved in the making of new age digital cards. At the same time, the companies main creative force, Suzy Spafford, is nearing retirement. Key Resources
Resources that support Suzy’s Zoo’s competitive advantage are believed to be: · Unique characters (Intellectual/Human) The characters created by Suzy are the companies most important resource. There will be demand as long as the characters remain as popular and appealing as they are. · Licensing agreement with Earthworks Brand Management (Organizational) This agreement provides a significant advantage to the company, essentially outsourcing responsibilities of managing licensing agreements and adding a powerful network of opportunities. The licensing contract with Sony Plaza is an excellent example of how this agreement benefits the company and spreads its unique characters.
Options
1. Start developing modern greeting cards along with books and animations. To develop the greeting card business by offering these cards. A broader set of consumers are attracted to these cards. Books and animations will have a circular effect on demand – boosting licensing
Background
Suzy's Zoo, created by Suzy Spafford, consists of three different character sets: Duckport, Little Suzy's Zoo, and Wags and Whiskers. These characters appear on classroom supplies, fabric, plush animals, disposable diapers, wallpaper, infant and toddler apparel, and other items. The companies main business relied on producing and selling greeting cards. However, because the market for greeting cards is mature and highly competitive, Suzy’s Zoo reorganized to provide regular greeting cards (Suzy’s Zoo Greeting Cards) and licensing agreements (Suzy’s Zoo Studio). Licensing proved to be a gigantic success, and total sales went from ~$6 million in 1992 to $100 million in 2005. …show more content…
The company is not highly involved in the making of new age digital cards. At the same time, the companies main creative force, Suzy Spafford, is nearing retirement. Key Resources
Resources that support Suzy’s Zoo’s competitive advantage are believed to be: · Unique characters (Intellectual/Human) The characters created by Suzy are the companies most important resource. There will be demand as long as the characters remain as popular and appealing as they are. · Licensing agreement with Earthworks Brand Management (Organizational) This agreement provides a significant advantage to the company, essentially outsourcing responsibilities of managing licensing agreements and adding a powerful network of opportunities. The licensing contract with Sony Plaza is an excellent example of how this agreement benefits the company and spreads its unique characters.
Options
1. Start developing modern greeting cards along with books and animations. To develop the greeting card business by offering these cards. A broader set of consumers are attracted to these cards. Books and animations will have a circular effect on demand – boosting licensing