International Business                                                                        

  1. EXECUTIVE SUMMARY

The purpose of this report is a critical analysis of the case study “Tiny Tots Toymakers”, which produce natural wooden toys for kids in high quality for premium customers in New Zealand.  Tiny Tots Toymakers also operate in Australia and Japan.  In addition, this report will use the SWOT analysis to investigate Tiny Tots Toymakers and defined relevant context of the events and forces surrounding the decision process.  

Although Tiny Tots Toymaker is very competent on high quality and low cost operations, it runs poorly in marketing and promotion in both domestic and international markets.  Hence, based on SWOT analysis, an evaluation will be given on its international sales and marketing activities. The results will provide possible actions on improving such as standardized international marketing in fluctuating dollar value countries and bulk sales promotion.

  1. INTRODUCTION

Tiny Tots Toymakers, a wooden toys manufacturer is located in Otago, New Zealand.  Despite the business has been operated for 25 years, there are many internal and external environment issues associated with Tiny Tots’ business.  

From an internal environment perspective, inefficient time management, lack of marketing experience and research especially in export, are also major challenges of Tiny Tots Toymakers.  From an external perspective, even though $NZ has appreciated from the exchange rate development against $A and Japanese yen in the last two to four years, if the goods had been exporting to Europe and America which have hard currencies, it would result in reducing Tiny Tots sales income and gross margin.  All above issues could be serious obstructions on Tiny Tots further expansions and sustainability in future.

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  1. TINY TOTS TOYMAKERS ANALYSIS

The SWOT analysis is a common tool to examine a company’s internal and external environment, which includes four parts, strengths, weaknesses, opportunities and threats (Griffin & Pustay, 2010).

Tiny Tots Toymakers SWOT analysis

  • Strengths
  • Owner has 25 years experience with strong skills and knowledge on whole production processes
  • All products meet high safety standards for kids’ toys; all finished goods which have no splinters or cracks and only non-toxic paints used with well-designed set of product brochures
  • Use local timbers to save cost of transforming from Germany
  • Existing ...

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