In the current economic situation, the lexical field declines through many adjectives such as unemployment, or crisis. The world is in an uncertain climate for the economic part but the social part too. It is during the Christmas period that we can forget theses bad news. The magic of Christmas represents a breath of fresh air with all those windows decorated with toys. That is why I choose Toy industry, an industry that everyone knows and who continues to inspire children and adults. If toy industry produces many dreams for children and their parents, for the toy manager it is more complicated because toy industry is an idol with feet of clay.
The competition is very intensive especially when the majority of sales are realized during the period Christmas. This context of strong seasonality does not permit some errors in toy manager's choice. Toy industry is one of the oldest of the business world and generates a lot of benefit. But the most interesting in this industry are the opportunities. It knows to bounce when it is necessary and studies several solutions to be and stay attractive. So, the analysis of toy industry will show a complete sector with its strength and weakness and between past and future.
[...] This war results from the seasonal activity in the toy industry. However, supermarkets become malls and, so; consumers make all your purchase in these places and abandon specialized stores. Conclusion: Toy industry is an innovation flow process, (Appendix p12). It allows many opportunities for companies, especially for SMEs, if the market is faster, more flexible and entrepreneurial. The innovation is the key; companies have to have the right idea to start a business. The difficulty is not to entry in the toy industry but it is to survive in it. [...]
[...] After setting the groundwork, we will analyse toy industry in European Union. For this analyse we will use the Porter's model because is a complete model to describe the competition intensity of toy industry. This famous model can be able to examine the situation of an industry if it is easy or hard to entry such as a young company or evaluate the power relations existing in the market. Then we will show some limits to this model in making a criticism. [...]
[...] But other factors are crucial for toy industry: the respect of human rights. Some survey are realised by NGOs to raise awareness of working conditions and pressures on the pace of work related to delivery time becoming shorter in the toy industry. Porter's model assumes that buyers have no greater importance than any other aspect of the micro-environment. Other commentators such as Aaker would basically disagree on this point, they argue that: “The customer is more important than other aspects of strategy development and is not to be treated as an equal aspect of such an analysis.” Richard Lynch, Strategic Management, p101. [...]
[...] Firstly, there are 2 areas in toy industry. Indeed, Giants companies such as Mattel, Hasbro, Bandai and Smoby are a first competitive rivalry sector, and then there is SME sector. Obviously, a SME cannot compete a giant company. The financial and structural resources are not the same. So companies should be the best on its own sector. To entry in the giant companies sector is very hard if not impossible, because their financial recourses are colossal. But money does not have the power. [...]
[...] The case of Toy R Us, it is a giant in the distribution of toy industry, it is inescapable. That is why Toys R Us can manage the number of references in its stores and especially the price to be present in Toy R US, because a toy presents in Toy R Us store has more chance to know the success and so therefore to generate benefit for the company. Richard Gottlieb has written an article in Playthings the business of play, on the 25 October 2009 “We need retailers to broaden counts so that the consumer sees the toy industry as a mix of the wild, wonderful and surprising. [...]
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