Bandai Toys SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 2723
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SWOT Analysis of Bandai Toys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bandai Toys

Parent Company

Namco Bandai

Category

Toy Brands & Manufacturers

Sector

Media and Entertainment

Tagline/ Slogan

Dreams and creations

USP

Catchy toy names and characters along with toys featuring well known cartoon characters

STP

Segment

Age group, preference of characters, gender

Target Group

Children (0-14 years) liking European and US characters and other popular series’ characters, toys associated with characters and not the figurines alone

Positioning

Makes toys and games featuring characters with action appeal

SWOT Analysis

Strengths

1. Major focus on characters popular for action appeal
2. Makes accompanying audio visual games
3. Popular characters like Ben 10, power rangers and Pokemon captured major market for toys
4. Strategic bases in Asia to provide production side support

5. Introduction of niche toys like virtual pets

Weaknesses

1. Limited reach in the global market
2. Limited brand awareness compared to global manufacturers
3. Low marketing focus outside Japan

Opportunities

1. High growth in hobby and collectors business
2. Demand for Japanese cartoon characters in world toy market
3. Large audience for character based video games

Threats

1. No exclusivity for characters
2. Cheap replicas available

3. Intense competition from Nintendo in video games

Competition

Competitors

1. Mattel Inc.
2. Hasbro Inc
3.Nintendo Co. Ltd.



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