ContentIntroductionBusiness Description- Objective- Mission StatementPLAN OF OPERATIONSMANAGEMENT TEAMIndustry AnalysisCompetitor AnalysisMarketing Plan-Target Market-Marketing Mix-SWOT-PEST-Marketing BudgetFinancial ResultIntroductionThe 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 DescriptionOBJECTIVEThe 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 Malaysia3. 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 productThis 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 MalaysiaThis 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 StatementOur 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 AnalysisToys and games industry analysisToys 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 AnalysisThere 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 MalaysiaAuby 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 bywell-knownprofessional 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 are100% non-toxic,odorless and conform to Malaysia Toys Safety Standards. Daisheng (M) Sdn BhdDaisheng (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 PlanTarget MarketWe 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, e-commerce 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. TouchSophie the Giraffe likes babys mothers skin which can stimulate physiological and emotional response that soothe baby and promote healthy growth and well-being 2. TASTEIt is made of100% 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, thefood paint do becomes lighter3. SIGHTFor 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 reassuring object for a baby4. SMELLThescent of natural rubberfrom the Hevea tree makes Sophie the Giraffevery special and easy for your childto identify amid all his other toys.5. HEARINGSophie the Giraffe's squeaker is supposed to keep baby amused and stimulates his hearing. 6. EASY TO GRIPSophie 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

PromotionAdvertising 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 channelsMost 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

SWOTStrengths Strong brand presence due to its history No chemical Excellent worldwide distribution due to physical presence in 35 countries all over the world

Opportunities Given its current product range, the company can further expand into the collectibles space through tie-ups The company can leverage

Weaknesses 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

Threats Threat from all the online stores offering the same products at a lower price The company is highly dependent on its suppliers

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StrengthsSophie 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.

WeaknessesThese 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.

ThreatsThere 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 AnalysisPolitical FactorsThe 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 FactorsAccording 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 FactorConsumers 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 FactorsThe 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