Description
SWOT ANALYSIS OF MADAME ALEXANDER
Madame Alexander
Parent Company
Alexander Doll Company
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
-
USP
One of the biggest makers of celebrity dolls
STP
Segment
Young girls and collector of dolls
Target Group
Girls Ages 3-12
Positioning
The one-stop for celebrity dolls
SWOT Analysis
1. First mass producer of celebrity dolls 2. Had good brand recall 3. Rated the most popular toy in America in 1920-29 decade Strength 4. Good product quality and packaging
1. Poor product portfolio compared to market competition 2. Did not diversify into other genres Weakness 3. Brand recall and reach was very low
1.Had a strong brand name at all stages of its life 2.Could have extended its product line further Opportunity 3.Could have introduced accessories
1. Other doll making companies 2.Outdoor games Threats 3.Television
Competition
1.Barbie Competitors 2.Bratz Dolls
doc_309479352.docx
SWOT ANALYSIS OF MADAME ALEXANDER
Madame Alexander
Parent Company
Alexander Doll Company
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
-
USP
One of the biggest makers of celebrity dolls
STP
Segment
Young girls and collector of dolls
Target Group
Girls Ages 3-12
Positioning
The one-stop for celebrity dolls
SWOT Analysis
1. First mass producer of celebrity dolls 2. Had good brand recall 3. Rated the most popular toy in America in 1920-29 decade Strength 4. Good product quality and packaging
1. Poor product portfolio compared to market competition 2. Did not diversify into other genres Weakness 3. Brand recall and reach was very low
1.Had a strong brand name at all stages of its life 2.Could have extended its product line further Opportunity 3.Could have introduced accessories
1. Other doll making companies 2.Outdoor games Threats 3.Television
Competition
1.Barbie Competitors 2.Bratz Dolls
doc_309479352.docx