Fischer-Price SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 595
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SWOT Analysis of Fischer-Price with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fischer-Price

Parent Company

Mattel

Category

Toy Brands & Manufacturers

Sector

Media and Entertainment

Tagline/ Slogan

Perfect fit

USP

Little people toys and host of other unique brands

STP

Segment

Toys and accessories for children and kids

Target Group

Children (0-6 years)

Positioning

Makes high quality, unique toys like the Play Family

SWOT Analysis

Strengths

1. Good brand image, responsible towards customers: recalled many toys due to possible hazard of being coated in lead based paints
2. Has websites and market reach in over 40 countries across all the continents
3. Has established brands like Disney, Dora the Explorer, Power wheels etc.
4. Has created about 5000 toys since its inception

5. Acquisition of popular brands like Thomas and friends

Weaknesses

1.Has faced bankruptcy and changes in ownership which destabilized it for some time
2.Has been involved in Cuddle and Coo doll controversy which gave it negative publicity
3.Incident of toys being coated with lead based paints reduced customer’s trust

Opportunities

1.Many of its earlier toys are considered collectibles
2.Growing toy market in Asia Pacific region

Threats

1.Increasing preference for online games
2.Growing market for toys for teenagers

Competition

Competitors

1.Hasbro
2.Bandai Co
3.Colorforms



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