Content

Introduction
Business Description
- Objective
- Mission Statement

PLAN OF OPERATIONS
MANAGEMENT TEAM
Industry Analysis
Competitor Analysis
Marketing Plan
-Target Market
-Marketing Mix
-SWOT
-PEST
-Marketing Budget

Financial Result

Introduction
The Sophie the giraffe was born on the 25th of May in the year 1961. This baby toy is
quite famous in Europe and the United States countries. Many famous Europe
celebrities love this product. This will be a strong star effect of this product. This is
also the best-selling baby product on website such as amazon.com.
Monsieur RAMPEAU is the inventor of Sophie the giraffe. It is made from 100%
natural rubber derived from the sap of the Hevea Tree by using the rotational molding
of rubber as a toy-making concept.

Its size and shape are ideal for a babys small hands to grips. This baby product can
stimulate five senses of baby.

Business Description
OBJECTIVE
The overall objective is to identify the respondent would buy the Sophie Giraffe. This
has been classified into the following sub-objectives.
1. To examine the respondents would purchase the product.
2. To determine promotional platforms that can be used to launch in Malaysia
3. To identify attitudes to domestic toy market and competing brands.
We have detailed further areas beneath each objective.
1. To examine the respondents would purchase the product

This object would determine how many parents would choose the France toys rather
than China and domestic toys.
2. To determine promotional platforms that can be used to launch in Malaysia
This objective is to research what platforms should be used to promote the Sophie
Giraffe.
3. To identify attitudes to French toy (Sophie Giraffe) and competing toy brands.
This objective is to discover which would the respondents are most likely willing to
buy a better quality and safer toys for their babies.

Mission Statement
Our mission is to popularize a higher quality and safer baby toys brand - Sophie the
giraffe in Malaysia. The Sophie the giraffe is made from 100% natural rubber and
food paints, so it will not bring any harmful to babies.
.
Our goals are we can have branches in whole Malaysia in the after fifth years. We
hope Sophie the giraffe is the market leader of toy brands in Malaysia. Our objectives
are we hope can reach RM 18,001,1620 of market demand in every year
and breakeven at second year.
We will set parents and anyone as our target customers. We will explain it more detail
in our marketing plan section.

PLAN OF OPERATIONS

MANAGEMENT TEAM

Industry Analysis
Toys and games industry analysis
Toys and games volume sales increased slightly in Malaysia in 2010 as a result of the
countrys strong economic recovery and the governments commitment to increasing
per capita income. Within traditional toys, sales of action figures, model vehicles,
plush toys and pre-school toys were driven by the popularity of licensed ranges such
as Toy Story 3 and Iron Man. Video games also recorded strong growth in all areas
due to the increase in consumer spending and strong demand for original games
software by hard core gamers. Such as Xbox Kinect and Sony Move.

Competitor Analysis
There are two main competitors in Malaysia which is Auby Baby Toys Online
Malaysia- E-commerce shop and Daisheng (M) Sdn Bhd.

Auby Baby Toys Online Malaysia

Auby Baby toys established on March 2008, involved in Malaysia E-commerce
industry since year 2008 and they have archived more than 10,000 satisfied customers
worldwide. Target of Auby Baby toys is for baby, infants and young children. Auby
Baby toys mission is aim to bring in more safe and fun infant toy that brings joyful
time for babies in Malaysia. Auby children toys series is designed by wellknown professional toy brand of Auldey (well known toy maker product include of
RC car and mini 4wd). Each and every Auby baby toys have to go through extensive
research and design to have a rich functionality and unique design toy play. All Auby
baby toys products are 100% non-toxic, odorless and conform to Malaysia Toys
Safety Standards.

Daisheng (M) Sdn Bhd

Daisheng (M) Sdn Bhd was established in year 1982, incorporated with Tai Sing
partner of being Malaysias leader in General Toys retailing. Mission of Daisheng is

to provide good service to our valued customers and the development of company.
Daishengs vision is to be the most innovative and preferred toys distributor and
supplier in this region; and become a market leader in the chains of toy stores
throughout South East Asia. In the year 2001, the first Toy city chain outlet at Mid
Valley has been established under our company name of Daisheng (M) Sdn Bhd.

Marketing Plan
Target Market
We will set parents as our primary customer. It is because parents will be more care
about their new birth child. Therefore, they may want to choose some healthy product
to their new birth child. Sophie the giraffe can fulfill their needs. Our secondary
customer will be anyone. Some family members and friends may buy some toys for
the babies too.
For parent customers, the demographic factors might be:

Age 18-30 years old

Gender male and female

Location whole Malaysia

Income level middle-upper level consumer

Social class and occupation- housewife, businessman/businesswoman, teacher,

doctor and so on.

Characteristics- consumers must interested at new product, have some healthy

knowledge and active in social networking.

For anyone customers, the demographic factors might be:

Age 18-50 years old

Gender male and female

Location whole Malaysia

Income level middle-upper consumer

Social class and occupation- family members and friends

Characteristics- consumers must interested at new product, have some healthy

knowledge and active in social networking.

For business customers, the demographic factors might be:

Industry (or portion of an industry) toys and games and baby care product, ecommerce and supermarket

Location whole Malaysia

Size of firm retail shops such as baby care shop, supermarket such as Tesco,
Wal-Mart, giant.

Quality, technology, and price preferences

Other (specific to your industry)

Other (specific to your industry)

Product

It is made from 100% natural rubber derived from the sap of the Hevea Tree by using
the rotational molding of rubber as a toy-making concept. Its size and shape are ideal
for a babys small hands to grips.
This baby product can stimulate six senses of baby.
1. Touch
Sophie the Giraffe likes babys mothers skin which can stimulate physiological
and emotional response that soothe baby and promote healthy growth and wellbeing
2. TASTE
It is made of 100% natural rubber and food paint, and is completely safe to chew,
just like a feeding bottle teat. However, I do note that after a while, the food paint
3.

do becomes lighter
SIGHT
For an infant, a baby's eyesight is still limited and they can only perceive high
contrasts. The dark and contrasting attention-catching spots all over Sophie the
Giraffe's body provide visual stimulation. She then becomes a familiar and

4.

reassuring object for a baby

SMELL
The scent of natural rubber from the Hevea tree makes Sophie the Giraffe very

special and easy for your child to identify amid all his other toys.
5. HEARING
Sophie the Giraffe's squeaker is supposed to keep baby amused and stimulates his
hearing.
6. EASY TO GRIP
Sophie the Giraffe is very easy to grip. Her shape and 18 cm (7 inches) size are
perfect for baby's small hands. She is very light, and her long legs and neck are
easy for baby to grip, even from his earliest days.

As you know baby likes to chew the things on his/her hand, so the things is on his
hand are very important. Many toys cant be chew due to some toys can bring harmful
or unhealthy ingredients to baby. Therefore, Sophie the giraffe has a strong
competitive advantage compare to other competitors in Malaysia such as Kiki Koko.

Price

Promotion
Advertising strategy- newspaper, TV commercial, social networking, sport event
sponsorship and word of mouth. It is because Sophie the giraffe is a new product in
Malaysia, so we need to do a lot of advertising. Newspaper is one of the efficient
ways to know everything. Today, every people almost watch TV everyday, so TV
commercial will leave a strong impression to audience. Today is a technology world.
Almost everyone plays social networking such as Facebook, twitter, msn and so on.
Furthermore, if we do advertising in social networking, it will be save the advertising
cost as the advertising cost is free. Word of mouth is also a strong and direct way to
introduce the product to everyone. Sport event is noticed gradually in the world. Such
as, Air Asia give sponsorship to one of the FIFA soccer team. We can sponsor sport
equipment or jersey in local sport event such as NBA basketball league and any
soccer team in Malaysia. Our product sells healthy, considerate and unique concept as
our product can stimulate five sense of baby and so on. Customer can find the Sophie
the giraffe videos in YouTube. These videos will show you how Sophie the giraffe
works.

Distribution channels

Most toys sold in traditional retail outlets such as specialized toy stores, which often
account for 40% of toy sales, and supermarkets. However ,the market share of online
sales is increasing .For example ,while online sales already account for almost 16% of
toy sales in Germany, only 0.5%of toys are sold online in Spain.
Exciting management and hourly opportunities exist for these separate shifts in the
following areas:

Operations

Facilities

Inventory

Transportation

Human Resources

SWOT
Strengths

Strong brand presence due to its history

No chemical
Excellent worldwide distribution due to

Opportunities

Given its current product range, the

company can further expand into the
collectibles space through tie-ups

physical presence in 35 countries all

over the world

Weaknesses

The company can leverage

Threats

Given the consumer shift towards

online stores, the company may be at a
cost-disadvantage in the future
The company has limited global
penetration especially in big emerging
economies

Threat from all the online stores

offering the same products at a lower
price
The company is highly dependent on
its suppliers

Strengths
Sophie the Giraffe Us has in excess of 1500 superstores in the United States
and Worldwide. It also owns the baby brand, Babies R Us which adds another 200 +
stores. Sophie the Giraffe Us also markets successfully on the Web (in collaboration
with Amazon.com). It has a huge distribution network that benefits from advanced
logistical systems. Having so much shelf space means that the company has a strong
bargaining position when it comes to buying prices from manufacturers. It turned over
more than $11 billion in 2005.
Weaknesses

These days, Sophie the Giraffe Us has no single and sustainable competitive
advantage, other than brand. In the US, its traditional stronghold, the company has
lost its number one positions as toy retailer to Wal-Mart. Being large may not be
enough, when customers can go to another large retailer and buy the same and similar
goods, sometimes getting a better deal. As with all retailers in Western society, Sophie
the Giraffe Us is heavily dependent upon successful sales during the final quarter of
the year. They need to make profit from Christmas. Retail is notoriously seasonal and
Sophie the Giraffe Us is no different to other retailers. In fact it could be argued that
toys are a key Christmas present product, so are even more likely to be dependent
upon seasonal sales.
Opportunities
There are opportunities for joint ventures and strategic alliances. Sophie the
Giraffe Us works closely with Amazon.com and its baby products category. This not
only plays to the strengths of both companies, but also provides opportunities.
Amazon is strong at the online part of the business, creating the web site, warehousing
products and delivering them to customers. Sophie the Giraffe Us will use its buying
power, but ultimately carries the inventory risk (i.e. if it doesnt sell, its money is tied
up in physical stock).Sophie the Giraffe Us is a good neighbor. For example, in 2005
it went out of its way to help the Louisiana victims of hurricane Katrina. Sophie the
Giraffe Us donated six trucks full of toys and baby supplies including diapers, wipes,
and formula, as well as batteries and water to multiple locations that were housing
evacuees. Babies "R" Us has also donated over 17 pallets of baby and childrens
clothing to the national charity Kids In Distressed Situations (KIDS). Such
associations will help to sustain its brand with key consumers.
As with many of the brands considered by MarketingTeacher.coms FREE SWOT
analyses, the International market is very important to Sophie the Giraffe Us. The
citizens of emerging nations such as China and India are getting wealthier and better
educated. Consumers have more disposable income and leisure time, and both of
these could increase over coming years. The types of goods and services retailed by
the company could be marketed more aggressively overseas. Sophie the Giraffe Us
could look out for strategic partners, or indeed go it alone.
Threats
There is strong competitive rivalry in the toy market, not only form Wal-Mart,
but also from KB Toys and Target. The toy brand is often not associated with the
retailer. So if a particular kids toy has grabbed the imagination and the spending
power of its target consumer, any retail outlet is as good as another. Differentiation is
difficult, and toy retailers often have to compete on price, range or availability. Lets
face it today China and similar low cost manufacturing paradises are where toys are
made. Low manufacturing costs are important if margins are to be retained. The
problem, and potential weakness, is that countries and trading communities tend to
impose quotas and tariffs in order to protect local manufacturing. All countries do it.

However, Sophie the Giraffe Us could potentially be left without the toys people want
to buy if embargoes are implemented on countries such as China.

PEST Analysis
Political Factors
The International health bodies like World Health Organization (WHO) and many
other national health organizations had put a pressure on Governments to regulate the
use of products in regards to health issues especially for the babies.
Besides that, regarding trade policy, Malaysia is currently characterized by low
average tariffs and limited incidence of non-tariff barriers. Malaysia is a founding
member of the Association of South East Asian Nations (ASEAN) Free Trade Area.
Company need to keep up to date with political changes that are occurring not only in
the country in which they are operating but also across the world, because these will
affect the work of the company in one way or another.

Economic Factors
According to the Department of Statistic Malaysia, the GDP in Malaysia increase to
6.2 percent in the first quarter of year 2014. In the fourth quarter of year 2014, the
GDP is 5.1 percent. GDP is show the productivity of a country, the increase on GDP
means that the disposal income of the country will raise and also the consumption as
well. Since the Sophie the giraffe is from UK not available in Malaysia, the exchange
rate also factors of economic. According to the Money Converter.com, on the June of
2014, 1 British Pound can exchange RM 5.49 but on the August of 2013, 1 British
Pound can only exchange RM5.18, this shows that the currency of the RM is
appreciate, this will cause the price level of Malaysia Product expensive compare to
other countries, so Sophie the giraffe from UK have the advantage to increase the
market share in Malaysia.

Social Factor
Consumers purchasing power is a reflection of the lifestyle and consumers taste
which finally determines the magnitude of demand. In todays world, urbanization
largely affects the size of family. People have become more ambitious and they are
moving towards cities. Due to their lifestyle, couples are trying to become more
financially secure before starting a family which leads to time before marriage and
parenthood. This is a clear sign of aging, as women leave it until later in life to have
children, contrary this is a positive sign for the market for baby and nursery goods as
older mothers are financially secured and can afford to spend more on their babies.
The rise of celebrity culture and the yoga moms phenomenon, will help to increase
the sales for boutique style retailers and manufacturers of high end designer baby
product (Euro monitor International, 2006).
Technology Factors
The internet has become an important vehicle for information. Wide availability of
information and opinions about shopping for babies from magazines, internets (social
networking websites like Facebook, through blogs: bymomsformoms.blogspot.com)
and smart phone applications made easy for consumer to select product. Even brands

now days use these blogs to get more information on products for new developments.
Even more, brands have turned their attention in creating and developing online
presence because of e-world.

Marketing Budget

Financial Plan