Diversificación
ESTRATEGIA DE DIVERSIFICACIÓN – CASE IMAGINARIUM Mai Pham
PREGUNTAS 3: ¿Cuáles son las claves del éxito de la empresa? Busque la información necesaria para argumentar su respuesta. First of all, Imaginarium’s key success factor is that they know how to distinguish themselves from competitors in the toys industry. The success will be explained by using elements of the so-called “value chain”. According to Félix Tena1 (general director of Imaginarium) himself, the key factors to his company’s success are its logistics and the detailed study of any implementation (before it is definitely implemented). Looking at the production, Imaginarium chooses to focus on toys that positively influence the formation and development of children through play and fun. Other than its competitors, this company has specifically chosen not to sell toys related to violence or sexism, because this does not positively influence the upbringing of children. Regarding marketing and sales, Imaginarium tries to get the attention of both children and their parents. Unlike competitors, they do not use advertising through television commercials. Instead, the toy retailer uses their stores – the attractiveness of and the experience in the stores – as a way to sell their products. Concerning Imaginarium’s HRM policies, they specifically choose employees who have an interest in the well being of children and who can identify with the company’s vision. Most employees are recent graduates in the field of e.g. pedagogy, psychologists, or educators. This way they know how to deal with children coming into the store, and moreover they can obtain parents’ confidence (who eventually should buy the toys). Concluding, there are many factors that can explain Imaginarium’s success, but most importantly is that they company has distinguished itself from its competitors by really identifying with their customers’ needs.
PREGUNTAS 3: ¿Cuáles son las claves del éxito de la empresa? Busque la información necesaria para argumentar su respuesta. First of all, Imaginarium’s key success factor is that they know how to distinguish themselves from competitors in the toys industry. The success will be explained by using elements of the so-called “value chain”. According to Félix Tena1 (general director of Imaginarium) himself, the key factors to his company’s success are its logistics and the detailed study of any implementation (before it is definitely implemented). Looking at the production, Imaginarium chooses to focus on toys that positively influence the formation and development of children through play and fun. Other than its competitors, this company has specifically chosen not to sell toys related to violence or sexism, because this does not positively influence the upbringing of children. Regarding marketing and sales, Imaginarium tries to get the attention of both children and their parents. Unlike competitors, they do not use advertising through television commercials. Instead, the toy retailer uses their stores – the attractiveness of and the experience in the stores – as a way to sell their products. Concerning Imaginarium’s HRM policies, they specifically choose employees who have an interest in the well being of children and who can identify with the company’s vision. Most employees are recent graduates in the field of e.g. pedagogy, psychologists, or educators. This way they know how to deal with children coming into the store, and moreover they can obtain parents’ confidence (who eventually should buy the toys). Concluding, there are many factors that can explain Imaginarium’s success, but most importantly is that they company has distinguished itself from its competitors by really identifying with their customers’ needs.