Doll's Hospital
Contents
1 Executive Summary 3
2 Service 3
3 China Market Analysis 3 3.1 PEST Analysis 3 3.2 Target Market 4 3.3 Competitors in the Market 5 3.4 Barriers to Entry in the Market 7
4 USP of Doll’s Hospital 8
5 Marketing plan 8 5.1 Product 8 5.2 Place 9 5.3 Price 9 5.4 Promotion 10 5.5 People 10 5.6 Process 11 5.7 Physical Evidence 11
6 Conclusion 11
7 Recommendations 11
8 References 13
1 Executive Summary
The feasibility of launching Doll’s Hospital is assessed thoroughly in this report through in-depth researches on the target market and rivals and applying business tools such as PEST and Porter’s Five Forces. It is known that toy industry in China is in upward trend coupled with keen competition, and Doll’s Hospital has determination to achieve a positive position in the market as long as Doll’s Hospital can smoothly launch and promote its peculiar service which few competitors seem to provide. Therefore, it is likely that this business plan is viable.
2 Service
China will be chosen as the market place to launch this new business, because China is my homeland and I am more familiar with the marketing environment in China than in other countries. What 's more, the Chinese economy is in upward trend and it is confidently believed that China can keep stable and robust development in the following decades.
The decision was made to focus on toy industry. With the increasing income of Chinese households, parents are willing to spend more on their children so there is a considerable domestic demand in this industry. In addition, I am interested in toys, especially dolls, which leads to great enthusiasm needed to achieve success.
Doll’s Hospital will attempt to provide various repairing and cosmetic service for dolls. There are mainly two reasons why I want to launch this business. Firstly, it is believed that dolls play important roles in girls’ growth, especially in their childhood. From my personal experience,
1 Executive Summary 3
2 Service 3
3 China Market Analysis 3 3.1 PEST Analysis 3 3.2 Target Market 4 3.3 Competitors in the Market 5 3.4 Barriers to Entry in the Market 7
4 USP of Doll’s Hospital 8
5 Marketing plan 8 5.1 Product 8 5.2 Place 9 5.3 Price 9 5.4 Promotion 10 5.5 People 10 5.6 Process 11 5.7 Physical Evidence 11
6 Conclusion 11
7 Recommendations 11
8 References 13
1 Executive Summary
The feasibility of launching Doll’s Hospital is assessed thoroughly in this report through in-depth researches on the target market and rivals and applying business tools such as PEST and Porter’s Five Forces. It is known that toy industry in China is in upward trend coupled with keen competition, and Doll’s Hospital has determination to achieve a positive position in the market as long as Doll’s Hospital can smoothly launch and promote its peculiar service which few competitors seem to provide. Therefore, it is likely that this business plan is viable.
2 Service
China will be chosen as the market place to launch this new business, because China is my homeland and I am more familiar with the marketing environment in China than in other countries. What 's more, the Chinese economy is in upward trend and it is confidently believed that China can keep stable and robust development in the following decades.
The decision was made to focus on toy industry. With the increasing income of Chinese households, parents are willing to spend more on their children so there is a considerable domestic demand in this industry. In addition, I am interested in toys, especially dolls, which leads to great enthusiasm needed to achieve success.
Doll’s Hospital will attempt to provide various repairing and cosmetic service for dolls. There are mainly two reasons why I want to launch this business. Firstly, it is believed that dolls play important roles in girls’ growth, especially in their childhood. From my personal experience,
References: Datamonitor 360 (2011) China in-depth PESTLE insights Available from: http://360.datamonitor.com.ezproxyd.bham.ac.uk/Product?pid=26D74339-0B0A-49CD-9B1F-072F45B016E9&view=overview [Accessed 19 August 2012] Datamonitor 360 (2012) Toys & Games in China Available from: http://360.datamonitor.com.ezproxye.bham.ac.uk/Product?pid=A7A8C8B5-4D5A-4B95-A906-2C14FF53E5ED [Accessed 19 August 2012] GMID (2011a) Traditional Toys and Games in China Available from: https://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx [Accessed 19 August 2012] GMID (2011b) Video Games in China Available from: https://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx [Accessed 19 August 2012 GMID (2012a) Countries and Consumers Annual Data Available from: https://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx [Accessed 19 August 2012] GMID (2012b) Consumer Lifestyle in China Available from: https://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx [Accessed 19 August 2012] GMID (2012c) Brand Shares (by Global Brand Name). Available from: https://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx [Accessed 19 August 2012] GMID (2012d) Brand Shares (by Global Brand Name)-Historic-Retail Value RSP-%breakdown - China - Kurhn (Kurhn Toys Co Ltd). Available from: https://www.portal.euromonitor.com/Portal/Pages/Statistics/Statistics.aspx [Accessed 19 August 2012] Luhby, T. (2012) China 's growing middle class. Available from: http://money.cnn.com/2012/04/25/news/economy/china-middle-class/index.htm?iid=EL [Accessed 19 August 2012] Wang, W. & Zhang, Y.P. (2007) 'Analysis of Chinese Toy Exports ' Group Economy 243:138