Description
SWOT ANALYSIS OF ERTL TOYS
Ertl Toys
Parent Company
RC2 Corporation
Category
Toy Brands & Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
Just like the real thing, only smaller
Licensed manufacturer of die-cast replicas of tractors for companies like USP John Deere, Cash etc
STP
Segment
Children and Adults
Target Group
Boys (Age 5-12 years), Adult collectors of tractors
Positioning
Licensed tractor replicas
SWOT Analysis
1.Specialized long-time manufacturer of die-cast replicas. Some of these have now turned into collectors items 2.Strong distribution by participating in farm shows etc. 3. Leveraging the brand-name of well-established tractor manufacturers like John Deere. Sole license holder Strength 4.Covers the entire range in tractors from collectibles to children’s toys
1.Change of brand name to “Tomy” may hurt the brand 2.The toys are targeted towards the rural population. This makes the target audience small. 3.Current distribution is restricted to dealers of the licensee companies. Weakness Limited distribution through retail channels
1.To expand into related areas like cars 2.To expand into markets outside the USA Opportunity 3.Increase popularity and distribution channels by using the internet
1.Applications on electronic devices are replacing the craze for Threats electronic cars and trucks
2.The toys are expensive as compared to many other substitutes 3.The popularity of motor-run cars is declining
Competition
1. Mattel Competitors 2. Hasbro
doc_384616091.docx
SWOT ANALYSIS OF ERTL TOYS
Ertl Toys
Parent Company
RC2 Corporation
Category
Toy Brands & Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
Just like the real thing, only smaller
Licensed manufacturer of die-cast replicas of tractors for companies like USP John Deere, Cash etc
STP
Segment
Children and Adults
Target Group
Boys (Age 5-12 years), Adult collectors of tractors
Positioning
Licensed tractor replicas
SWOT Analysis
1.Specialized long-time manufacturer of die-cast replicas. Some of these have now turned into collectors items 2.Strong distribution by participating in farm shows etc. 3. Leveraging the brand-name of well-established tractor manufacturers like John Deere. Sole license holder Strength 4.Covers the entire range in tractors from collectibles to children’s toys
1.Change of brand name to “Tomy” may hurt the brand 2.The toys are targeted towards the rural population. This makes the target audience small. 3.Current distribution is restricted to dealers of the licensee companies. Weakness Limited distribution through retail channels
1.To expand into related areas like cars 2.To expand into markets outside the USA Opportunity 3.Increase popularity and distribution channels by using the internet
1.Applications on electronic devices are replacing the craze for Threats electronic cars and trucks
2.The toys are expensive as compared to many other substitutes 3.The popularity of motor-run cars is declining
Competition
1. Mattel Competitors 2. Hasbro
doc_384616091.docx