Fisher-Price SWOT Analysis, USP & Competitors

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SWOT Analysis of Fisher-Price with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Toys for infants and children


Toys & Entertainment

Tagline/ Slogan

Best possible start


Products and solutions that will enrich family’s lives



Infants & Children toys

Target Group

Anyone who is important to children; Parents, grandparents, etc


Celebrate the discoveries of early childhood and the link between play and learning

SWOT Analysis


1. Strong legacy in the toy industry since 1930

2. Substantial market share and brand awareness

3. High profit margin( 40%-60%) in Prestige items with minimum advertisement

4. Economies of scale and scope

5. Five qualities set by Herman Fisher: intrinsic play value, ingenuity, strong construction, good value for money, and action. These are still observed today

6. Introduction of six new toys every year in the company

7. Increased volume in $3and $5 toys

8. Fisher Price has its own R&D facility

9. Fisher-Price operated a licensed on-premise nursery for 2 to 3 years and 4 to 5 years old by trained teachers.

10. Brand recall is high as it focuses on good marketing and advertising exercises


1. Products face competition from higher and lower quality substitutes which means restricted margins

2. High variation in seasonal demand for products forces company to have excess cash on hand, suffer fluctuating revenues, have difficulty

predicting the optimal number of a product to produce


1. Acquisition of companies or products that compliment the existing lines or target a new age group

2. Development of new products

3. Room for growth of international sales

4. New advertising opportunities on the internet

5. Investment in web retailing opportunities

6. Development of specialized stores

7. Substantial demand for riding toys

8. Positive attitude towards toys


1. Number of foreign manufacturers increasing

2. Large discounters change toy industry’s structure

3. Fierce competition with riding toys

4. High dependency on suppliers

5. Easy entry by competing firms

6. Decline in children’s leisure time

7. Threat from private label toys



1. Bandai

2. Hasbro


4. Tomy

The table above concludes the Fisher-Price SWOT analysis along with its marketing and brand parameters.


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