Table of Content

Abstract- I 

1 Case company analysis-1 

1.1 Company Overview- 1 

1.2 Business Model Canvas- 3 

1.2.1 Value proposition-3 

1.2.2 Customer relationships- 4 

1.2.3 Customer Segments- 4 

1.2.4 Key partners- 4 

1.2.5 Key activities-4 

1.2.6 Key resources- 5 

1.2.7 Channel- 5 

1.2.8 Cost structure- 5 

1.2.9 Revenue stream- 5 

1.3 VRIO Model- 6 

1.3.1 Human Resource- 6 

1.3.2 Productions and Quality Control- 6 

1.4 SWOT analysis- 7

1.4.1 Strength analysis-8 

1.4.2.Weakness analysis- 9

1.4.3 Opportunity analysis- 10

1.4.4 Threats analysis- 11 

2. Toy market and Industry analysis : China- 11 

2.1 Selected country overview- 11 

2.2 PEST analysis- 12 

2.2.1 Political Perspective- 12 

2.2.2 Economic Perspective- 13 

2.2.3 Social Perspective- 14

2.2.4 Technological Perspective- 15

2.3 Competitor Analysis-16 

2.4 Promotion Channels in China- 20 

2.4.1 Social Media advertising- 20 

2.4.2 Word of mouth promotion- 20 

2.5 Opportunities and Threats in China- 21 

2.5.1 Opportunities - Positive outlook of toy market- 21 

2.5.2 Threats - Trade barriers and intense competitions-21 

3 Market Entry Strategy- 22 

3.1 Target Market Overview-22

3.2 Theoretical Framework- 22 

3.2.1 Export Modes- 22 

3.2.2 Intermediate modes- 23 

3.2.3 Hierarchical Entry Modes-24

3.3 Choice of entry modes-25 

3.3.1 Internal factors-26 

3.3.2 External factors- 27 

3.3.3 Conclusion- 29

3.4 ‘Wish’ profile of Agents-29 

3.5 Marketing Mix - 4P’s- 31 

3.5.1 Product- 31 

3.5.2 Price- 31 

3.5.3 Promotion- 31

3.5.4 Place-32 

Conclusion- 33 

Reference- 34 

Acknowledgement-35