Principles of Marketing: Wise Owl Toy's Iberian Market Entry Strategy

This project presents a marketing plan for Wise Owl Toy, a UK-based toy retailer, to expand its business into the Iberian market. The analysis begins with a product/service description and an overview of the company's offerings. The project conducts a market analysis, focusing on key trends, competitors, and customer attitudes and behaviors in the Iberian region. It identifies opportunities and potential issues for Wise Owl Toy. The core of the plan includes a detailed segmentation, targeting, and positioning strategy. The marketing mix is then thoroughly addressed, covering product, pricing, promotion, and place strategies tailored for the Iberian market. The conclusion summarizes the key findings and provides recommendations for successful market entry. The project references several marketing and business publications to support its analysis and recommendations.

Coversheet (All Programmes)
/Names
Programme Title BUSINESS MANAGEMENT
Module Title PRINCIPLES OF MARKETING & COMMUNICATION IN A DIGITAL WORLD
Academic Declaration:
Students are reminded that the electronic copy of their essay may be checked, at any point during their degree, with Turnitin or other plagiarism detection software for
plagiarised material.

1. Product/Service Description
2. Outline Market Analysis I:
Key Market Trends
3. Outline Market Analysis II:
Key Competitors/Positioning
4. Current Customer Attitudes/
Behaviours
5. Main Issues/Opportunities
6. Segmentation/Targetting/
Positioning
Agenda Today
7. Marketing Mix I: Product
8. Marketing Mix II: Price
9. Marketing Mix III:
Promotion
10. Marketing Mix IV: Place
11. Conclusions
12. References

• Wise owl toy is one of leading largest retailer toy store in UK. They
are offering high standards of product and services to their
customer.
• Customer services for their product are main priority and seek to
offer different, inspiring fun toys for children.
• Now they are expanding their retail outlet in Iberian in order to
provide better quality of toys.
1. Product/Service Description

• Here the Wise owl toy is expanding their retail out lets in market of
Iberian.
• To attract children from their fun loving and educational knowledge
of their product.
• With better quality of product offerings that are useful from infant
to teenage children, indicating learn while playing.
• Moreover they are providing high standards of services of their
product.
2. Outline Market Analysis I:
Key Market Trends

• Competitor are those element in market that help a company to sustain or
demolish their company.
• As wise owl toy are entering in new market with their products and
services.
• They need to analysis market of Iberian very keenly as well as it
competitors in same product line.
3. Outline Market Analysis I:
Key Competitors/Positioning

• The customer attitudes and buying pattern of Iberian is positive in
nature.
• Wise owl toy are offering such toys which are beneficial for
children in growing stage.
• Further, their main motive to satisfy their customer by providing
better quality of products and services.
4. Current Customer
Attitudes/Behaviours

• Wise owl toy has one the best quality of products in toys.
• As there products are unique in nature such as providing toys which
help a child to learn while having fun of playing toys.
• This will create better opportunity for them in market of Iberian.
5. Main Issues/Opportunities

• Segmenting, targeting and positioning are
main element of marketing Strategy.
• This element plays a significant role in
knowing right customer of their products.
• Wise owl toy has used this marketing
strategy to know their potential customer.
6. Segmentation/Targetting/Positioning

7. Marketing Mix I: Product
• Wise Owl Toy Company is the small toy show of United Kingdom
which establishes their online store in Iberian.
• They are offering wide range of unique products in the market area
of the same country through online app.

• This is the important part of marketing mix because customers want
fine quality of toys according to amount paying.
• Wise Owl Toy Company use moderate pricing strategy because
there is high level of competitor is market who is offering same
products.
8. Marketing Mix II: Price

• Wise Owl Toys using several types of media for making their brand
visible to existing as well as potential customers.
• Respective organisation is using social media tool such as
Facebook, Twitter and LinkedIn for promoting their new online
store in Iberian.
9. Marketing Mix III: Promotion