Comprehensive Marketing Plan: Game Station Toy Company, Kenya, 2020

This report presents a comprehensive marketing plan for Game Station, a new toy company launching in Kenya in 2020. It includes a firm analysis, situation analysis (internal and external environments, competitor and customer analysis, SWOT, and BCG matrix), marketing objectives and goals, and marketing strategies. The strategies cover market segmentation (demographic, psychographic, geographic), target market identification (children aged 0-12, middle and lower class families, technology enthusiasts), positioning (high quality, low price), and competition and growth strategies (product diversification, cost leadership). The plan aims to achieve a 3% market share within one year and establish Game Station as a leading toy seller in Kenya. Desklib provides access to similar solved assignments and study resources for students.

Running head: TOY COMPANY MARKETING PLAN
Toy company marketing plan
Name of the student
Name of the university
Author note

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.

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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.

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c) Competitor Analysis
It cannot be denied that due to niche marketing strategy, there is no direct competitor for
Game Station. However, due to availability of the substitute products in the market, such as
video games, different electronic devices and many more, competition in the market can be
aroused. In that case, Game Nairobi, Vivid Gold and XGAMER technologies can be the
competitors of Game Station (Businessdailyafrica.com 2019).
d) Customer environment analysis
Analyzing the ,market demand in Kenya, it has been identified that due to lack of
availability of toy selling companies in Kenya market, demand for robot toys have been
increased among children (Businessdailyafrica.com 2019).
e) SWOT analysis
Strength
The biggest strength of the company is its technological backup. Due to financial as well
as technological stability, creativity and innovation can be introduced in the toy manufacturing
industry. By providing effective training, the company can be able to maintain efficiency of the
employees.
Weakness
Lack of market analysis and changing needs of the customers are the biggest threats for
Game station in the Kenya market (Schlee 2018). Due to new setup o the company, it can face
challenges in case of developing new strong brand image in the market.
Opportunities

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Emerging economic opportunity and fare investment regulations are the biggest
opportunities for game station in the Kenya market (Muchai and Muchai 2016). It is expected
that depending on the situation, it will be beneficial for the company to sustain in the market.
Threats
Analyzing the current threats of the company, it has been identified that increasing tax
regulations and foreign trade policies can impact on the growth of the organization.
f) Portfolio analysis
BCG
In the portfolio analysis, the BCG matrix has been highlighted for determining the long term
investment plan of the company. Game station is going to introduce robot toys, puzzle game,
rolling chair and musical instruments in Kenya market.
Figure: BCG matrix
(Source: Torquati et al. 2018)
Star: The star represents high market growth with high market share. Due to popularity of Robot
cars in the market, robot toy can be set as star product.

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Cash cow: product growth is low however, the market share is high. Rolling chair can be located
in this section.
Question mark: The product growth is high, but the market share is low. Puzzle game can be
located in high growth low share.
Dog: Both the product and market share is low. Musical instruments can be located in this
position with lower growth and market share.
3. Marketing objectives and goals
 To enhance the toy manufacturing business in Kenya market for gaining 3% market share
within 1 year
 To become a leading toy selling organization in Kenya market with high profitability rate
 To develop strong brand image in Kenya market
4. Marketing strategies
a) Market segmentation
Market segment can be classified into three types, demographic, psychographic and
geographic segment. Age, sex and income level of people are included in the demographic
segmentation. Area or location of the stores is included in the geographic segmentation. Living
standard and interest of people are included in the psychographic segmentation.
b) Target market
İn the demographic segment, the 0 to 12 years of children are being targeted by the company.
As the company has decided to provide its products in reasonable price so that large numbers of
customers can experience the service. İn that case, middle class and lower class people are being
targeted by game station. İn the psychographic segment, the company will target those people

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High price
Low price
High QualityLow Quality
Game Station
Vivid Gold
who have interest in technology as Game station aims to introduce technological innovation
through its products.
c) Positioning
Figure: Positioning map
(Created by author)
İn the positioning map it is shown that Game station has been positioned in high quality low
price. On the other hand, Vivid Gold is positioned in high price high quality. In that case, it can
be assumed that in case of developing its business in Kenya market, the risk from the
competitors is low.
d) Competition and growth strategies
In order to enter in the market Game station will focus on adopting the product
diversification strategy so that it will be able to expand the business opportunities. In this case
the company needs to focus on bringing the changes in its pricing strategies. In case of gaining

8TOY COMPANY MARKETING PLAN
noticeable profit, it will focus on adopting the cost leadership strategy (Mathooko and Ogutu
2015). By adopting cost leadership strategy, manufacturing cost can be reduced, as its result, the
company will be able to provide its products in lower ranges, which can increase its
opportunities to expand its business in Kenya market.

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Reference list and bibliography
Achoka, J.S.K., Wakwabubi, S., Shiundu, J.O. and Ejakait, E., 2018. Students’ Socio-Economic
Status and Enrolment in Public Secondary Schools in Kenya. IJASSH.
Businessdailyafrica.com 2019. Retrieved from:
https://www.businessdailyafrica.com/magazines/Parents-spend-a-fortune-on-toys/1248928-
2847938-1m4ihnz/index.html [Accessed on 1st Jan, 2019]
Export.gov 2019. Retrieved from: https://www.export.gov/article?id=Kenya-trade-standards
[Accessed on 1st Jan, 2019]
Mathooko, F.M. and Ogutu, M., 2015. Porter’s five competitive forces framework and other
factors that influence the choice of response strategies adopted by public universities in
Kenya. International Journal of Educational Management, 29(3), pp.334-354.
Miller, N., 2018. Kenya: The quest for prosperity. Routledge.
Muchai, D.N. and Muchai, J., 2016. Fiscal policy and capital flight in Kenya. African
Development Review, 28(S1), pp.8-21.
Palia, A.P., De Ryck, J. and Mak, W.K., 2014, March. Interactive Online Strategic Market
Planning With the Web-Based Boston Consulting Group (BCG) Matrix Graphics Package.
In Developments in Business Simulation and Experiential Learning: Proceedings of the Annual
ABSEL conference (Vol. 29).
Schlee, G., 2018. Identities on the Move: Clanship and Pastorialism in Northern Kenya.
Routledge.

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Torquati, B., Scarpa, R., Petrosillo, I., Ligonzo, M.G. and Paffarini, C., 2018. How can consumer
science help firms transform their dog (BCG Matrix) products into profitable products?. In Case
Studies in the Traditional Food Sector (pp. 255-279).
Zalengera, C., Blanchard, R.E., Eames, P.C., Juma, A.M., Chitawo, M.L. and Gondwe, K.T.,
2014. Overview of the Malawi energy situation and A PESTLE analysis for sustainable
development of renewable energy. Renewable and Sustainable Energy Reviews, 38, pp.335-347.