Description
SWOT ANALYSIS OF BUILD-A-BEAR WORKSHOP
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
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 Strength short feature films
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. Weakness Hence, the shelf-life for the toys is short
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” Opportunity 3.Use media like animated commercial movies for promotion
1.The electronics companies are slowly taking over the “gift” market 2. Moving preference of children towards more electro-mechanical toys Threats 3. Threat posed by Chinese manufacturers in the toy market
Competition
1. Annalee Dolls 2. Toys R Us Competitors 3.Azrak Hamway
doc_828954406.docx
SWOT ANALYSIS OF BUILD-A-BEAR WORKSHOP
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
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 Strength short feature films
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. Weakness Hence, the shelf-life for the toys is short
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” Opportunity 3.Use media like animated commercial movies for promotion
1.The electronics companies are slowly taking over the “gift” market 2. Moving preference of children towards more electro-mechanical toys Threats 3. Threat posed by Chinese manufacturers in the toy market
Competition
1. Annalee Dolls 2. Toys R Us Competitors 3.Azrak Hamway
doc_828954406.docx