Toy Company Marketing Plan

Running head: TOY COMPANY MARKETING PLAN
Toy company marketing plan
Name of the student
Name of the university
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1TOY COMPANY MARKETING PLAN
Table of contents
1. Firm Analysis...............................................................................................................................3
2. Situation Analysis........................................................................................................................3
a) Internal environment analysis..................................................................................................3
b) External environment analysis.................................................................................................4
c) Competitor Analysis................................................................................................................4
d) Customer environment analysis...............................................................................................5
e) SWOT analysis........................................................................................................................5
f) Portfolio analysis......................................................................................................................5
3. Marketing objectives and goals...................................................................................................6
4. Marketing strategies.....................................................................................................................6
a) Market segmentation................................................................................................................6
b) Target market...........................................................................................................................7
c) Positioning...............................................................................................................................7
e) Competition and growth strategies..........................................................................................8

2TOY COMPANY MARKETING PLAN
1. Firm Analysis
A Kenya based toy selling company namely Game station is going to be introduced in the
market in the year 2020. The head quarter of the company will be established in Kenya and
the company aims to develop a strong supply chain so that the proper distribution process can
be maintained. It aims to satisfy the values and expectations of the target customers for
sustaining in the market.
2. Situation Analysis
a) Internal environment analysis
In the internal environment analysis, the Porter’s five forces model has been described
below.
Bargaining of the customers: In case of Kenya market, the bargaining power of the customers
is low (Businessdailyafrica.com 2019). The numbers of competitors of game station is very low,
as its result, the bargaining power of the customers is low.
Bargaining power of the suppliers: Bargaining power of the suppliers is also low as the
numbers of toy selling organizations are low in the market (Muchai and Muchai 2016).
Existing rivalry: It can be said that the threats from the existing rivalry is almost low in case of
Game station.
Threats from new entrants: Due to various economic opportunities in Kenya market, it can be
assumed that the threats from new entrants is high for game station (Mathooko and Ogutu 2015).
Threats of substitute products: In case of game station, the threat of substitute products in the
Kenya market is moderate as there are many others organizations that manufacture the different
electronic video games and others products.

3TOY COMPANY MARKETING PLAN
b) External environment analysis
PESTLE Analysis
Political situation: The Kenya government is facing various challenges due to election
regarding issues, which have increased the political disturbance in this country. As a result, it has
become tough for the foreign organizations to develop its business in the market. Therefore, the
political risk is quite high in this country.
Economic situation: Kenya shares the stable macroeconomic environment, which has increased
the purchasing power of the people. In that case, increasing ability of purchasing games and toys
can be beneficial in terms of promoting business growth (Muchai and Muchai 2016).
Socio-cultural situation: Due to increasing opportunities in the market, needs and demands of
the people are rapidly getting changed. In this situation understanding the needs of the
customers’, increase the socio-cultural risk in this country.
Technological situation: Due to stable economic situation, technological innovation has
flourished the digital knowledge transferring process ion this country. As its result, it will be
easier for the company to bring creativity and innovation in its products that can help to gram
large numbers of customer attention.
Legal situation: By following the Kenya Bureau of Standards, traade policies are being
developed in Kenya, which helps to maintain the trade friendly market environment (Export.gov
2018). These policies can help to secure the investment environment in the private sector.
Environmental situation: Strong environmental audit is being done by the government for
maintaining proper waste management in the organizations. Hence, plastic toys could be harmful
for the environment and can increase the environmental risk.