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timer Asked: Mar 29th, 2019
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Top-Flight Toys Analysis 1. What sorts of information does Dan need to look for? What questions would you ask if you were Dan? If put into Dan’s position a good question to start with would be what group has the highest growth in birth rates? Then follow up questions might be things such as costs of export to other countries, the possible channels to distribute product through. Once a group had shown promise for his business, Dan might ask if there was anyone for him to talk to about the culture of the chosen group. For his product to sell well it may need to be tailored to the culture of the area. It is important to find out what kinds of toys are most popular in different cultures. If Dan tried selling a specific toy in one country it might not do well if no one is interested or familiar in that product. For small business it would be difficult to start selling over a larger area. Therefore, it would be ideal for Dan to ask questions about logistics, and culture. Another question Dan would want to ask is, how many different languages would he have to accommodate for the blocks with the letters of the alphabet on them? It might start to cut into the profit and could be time consuming if the company has to make many different versions of the blocks. It might be in Dan’s best interest to not sell the blocks anymore or only offer them to a few countries. Another question Dan might want to ask would be, how much would decreasing the quality of the toys impact his business? Dan mentioned that the toys last a very long time which results in people passing them down to their kids/grandkids, so they do not have to keep buying the product. If he diminished the quality, it could bring in more customers or the customers could get angry and no longer buy the product anymore. 2. What countries do you think would be good target markets for Top-Flight Toys to explore? How did you arrive at your identification of which markets are most desirable? An ideal target market would be one that has a high birth rate or a growing birth rate. Groups fitting this description mentioned in the article were Latin America and the Middle East. If the birth rate is already high or rising at a high rate, then there are new families that will need toys for their children. However, Dan may need to drop his prices to compete in this market, especially with his added shipping cost. The target market would also be ideal in countries that do not have as much technology, like cell phones. I think in the United States children are more interested in playing games on their phones, tablets, or Xbox. They would not be as interested in wooden toy compared to children in a country who are not given phones at such a young age. 3. Where would you suggest Top-Flight Toys try to sell their products, and why? Because Dan is located in the United States, his focus would probably want to be on Latin America. This is due to its location compared to that of the Middle East. The less distance the product must travel, the less the distributor has to pay in shipping. In a lot of situations people are turned off by buying a product online because they do not want to pay the extra cost of the shipping. If the shipping price can be decreased, then Dan might have a better chance of selling his products. Dan can also pay closer attention to the culture in Latin America because they are closer than the Middle East. The company can study the culture in Latin America and how it changes over the years, which can help them determine the best product to market and then create a higher profit. ...
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School: Boston College




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The analysis is limited to general marketing which might not work best for a business in
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