Description
SWOT ANALYSIS OF TONKA
‘Tonka’
Parent Company
Hasbro
Category
Toy Brands & Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
-One-time market leader in electric racing
USP
STP
Segment
Children
Target Group
Boys and Girls (Age 5-16 years)
Positioning
Electric and
SWOT Analysis
1.Specialized long-time manufacturer of die-cast replicas of trucks. Some of these have now turned into collector’s items 2.Strong brand name due to presence for the last 60 years 3. Tonka trucks have been inducted into the National Toy Hall of Fame 4.The parent company has given its brands good media exposure Strength through movie tie-ups
1.The company no longer exists and has been taken over by Hasbro 2.With the advent of plastic trucks at cheaper prices, the company has lost its tag of indestructible metal trucks Weakness 3.A one-time big brand is now a small product division of Hasbro
1.To leverage the Tonka brand name and enter the video game market 2.To expand into markets outside the USA Opportunity 3.Increase the number of Tonka products as a part of Hasbro
1.Applications on electronic devices are replacing the craze for electronic cars and trucks Threats 2.The toys are expensive as compared to many other substitutes
3.The popularity of motor-run cars is declining
Competition
1. Ertl Company Competitors 2. Odyssey Toys
doc_447111911.docx
SWOT ANALYSIS OF TONKA
‘Tonka’
Parent Company
Hasbro
Category
Toy Brands & Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
-One-time market leader in electric racing
USP
STP
Segment
Children
Target Group
Boys and Girls (Age 5-16 years)
Positioning
Electric and
SWOT Analysis
1.Specialized long-time manufacturer of die-cast replicas of trucks. Some of these have now turned into collector’s items 2.Strong brand name due to presence for the last 60 years 3. Tonka trucks have been inducted into the National Toy Hall of Fame 4.The parent company has given its brands good media exposure Strength through movie tie-ups
1.The company no longer exists and has been taken over by Hasbro 2.With the advent of plastic trucks at cheaper prices, the company has lost its tag of indestructible metal trucks Weakness 3.A one-time big brand is now a small product division of Hasbro
1.To leverage the Tonka brand name and enter the video game market 2.To expand into markets outside the USA Opportunity 3.Increase the number of Tonka products as a part of Hasbro
1.Applications on electronic devices are replacing the craze for electronic cars and trucks Threats 2.The toys are expensive as compared to many other substitutes
3.The popularity of motor-run cars is declining
Competition
1. Ertl Company Competitors 2. Odyssey Toys
doc_447111911.docx