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Birmingham Business School
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Msc International Business
Module: International Marketing
Assignment Title: Case study analysis
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Case study analysis
Key success factors in the world toy industry.
The reality of today's society identified by the text is low birth rate around the world, which resulted of the size of family has shrank gradually. In addition, the tendency of woman postpone their plan to have children became more and more popular both in developed and developing country. However, on the other hand, those changes have provides more opportunities to develop toy. The toy industry has got some benefits from falling family size. According to the demographics from text, the percentage of population in 0-14 years has declined continuously from 35.2% in 1980 to 26.3% in 2010, which means with the trend of the declining number of children within family, parents have more spare money to purchase toys and fewer children to share their toys. At same time, one child in a family can get more love from their parent, because they do not have to share their with their brothers or sisters. Especially in China, which has been indicated in the text, many parents spoil their children with toys and cloth, from the statistics data shows that it occupied 26% of total spending in 2009, which is much higher than other countries on toys spending. That condition provides a promising market for global toy industry, because those parents demand more toys to satisfy their children, to utilize this demand is good for promoting consumption of toys. Besides, the demand of pre-school group can be a key factor to develop toys business. Many Asia parents believe that pre-school toys are benefit to enhance a child’s intelligence and contribute to their study in school. The text states that parents in city have pay more and more attention on use toys and games to improve children’s study life and stimulating intelligence. This group provides a huge market for toys manufacturers to target on pre-school age. Moreover, women who have children in older age usually spend more on traditional toys than younger. The text indicate that because of modern mothers have to pay more attention on working to support their family, they can’t always accompany with their children. Therefore, toys can fill the gap between children and parents. With the tendency of women prefer to have children in older age, they can be the main driving force on the development of toy industry. Green Toys’ Inc. key competitive advantages in the international toy market. The competitive advantages of Green Toys’ Inc. can be summarized in three forces, which include rivalry, suppliers and buyers. The first advantage is environmental protection production process. Following strengthen of healthy and environmental awareness, toy industry has to face parents’ increasingly demand on green toys. Therefore, the most competitive element of the Green Toys’ Inc. is produce toys with green materials. The text shows that Green Toys’ Inc. makes children’s toys with recycled plastic and other environmentally friendly materials. This measure contributes to reduce the consumption of non-renewable resources such as fossil fuel and pollutant emission. This competitive advantage is relevant to industry competitive rivalry from Porter’s five Forces. One of the most important...
References: CGMA (2014), ESSENTIAL TOOLS FOR MANAGEMENT ACCOUNTANTS. The tools and techniques to support ustainable business success. Available from: http://www.cgma.org/Resources/Tools/essential-tools/Pages/porters-five-forces.aspx?TestCookiesEnabled=redirect
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