Build-A-Bear Workshop SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 6737
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SWOT Analysis of Build-A-Bear Workshop with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Build-A-Bear Workshop

Parent Company

Barclay and Manoil Manufacturing Company

Category

Toy Brands & Manufacturers

Sector

Media and Entertainment

Tagline/ Slogan

Where Best Friends Are Made

USP

Personalized bears

STP

Segment

Children

Target Group

Girls (5-16 years) from the upper middle class

Positioning

Allows children to make their own mascot

SWOT Analysis

Strengths

1.The company has created a lot of sub-brands and expanded their reach to zoos and such other places

2.In terms of product offerings, the company has also expanded to gift cards, clothing accessories etc so as to reduce its dependence on teddy bears

3. Presence of stores all across the USA and other countries with over 400 stores worldwide. This coupled with the opportunity to order online means they have a very good distribution system

4.Advertising to increase brand awareness through commercials and short feature films

Weaknesses

1.”Create your own animal” statement has created a lot of legal problems for the company

2. The company must keep up with changing consumer preferences. Hence, the shelf-life for the toys is short

Opportunities

1.To leverage its brand name and expand its reach further outside the US

2. To leverage the characters used in games etc. given the  increase in animation as they have done with “Angry Birds”

3.Use media like animated commercial movies for promotion

Threats

1.The electronics companies are slowly taking over the “gift” market

2. Moving preference of children towards more electro-mechanical toys

3. Threat posed by Chinese manufacturers in the toy market

Competition

Competitors

1. Annalee Dolls

2. Toys R Us
3.Azrak Hamway



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