Mego Corporation SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 880
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SWOT Analysis of Mego Corporation with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mego Corporation

Parent Company

Mego  Corporation

Category

Toy Brands & Manufacturers

Sector

Media and Entertainment

Tagline/ Slogan

-

USP

Licensed producer of toys on the lines of Star Trek, Planet of the Apes and Marvel comics

STP

Segment

Toymakers, kids

Target Group

Action figure enthusiasts, collectors

Positioning

Collectors brand

SWOT Analysis

Strengths

1.One of the most trusted brand-names in the toy-maker world

2.The brand is now treated as a collector’s item and hence fetches very high prices

3.Excellent brand awareness due to association with action figures like Batman, Robin, Captain Pike and many others

4.The brand-name can be revived and used in a variety of ways even today although the company ceased to exist more than 20 years ago

5. Good product quality and availability at leading toy stores

Weaknesses

1.The company has shut down but its brand name is now continued by EMCE.

2.The company depends on Diamond Select Toys for license-sharing of its original series of Planet of Apes and Star trek.

3.Production is outsourced to China. This may create a duplicates market easily which could cause brand-dilution

Opportunities

1.Revive the old brand, re-acquire lost licenses

2.Start exclusive release of collectible action figures under the “Mego” brand name

3.Expand the toy collector craze to other countries and leverage this.

Threats

1. Threat due to the virtual gaming alternatives that are eating the toy market share

2.A very high rate of duplication in Chinese markets

3.High dependence on other firms for license sharing and manufacturing

Competition

Competitors

1.Bowen Design

2. Galoob


The table above concludes the Mego Corporation SWOT analysis along with its marketing strategy and brand parameters.

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