The Various Export Market Planning for Children Games and Toys - Essay Example

? Discussion Board 5 Introduction The paper considers the various export market plan for children games and toys. The two exports markets plans under consideration include ToyLearn export marketing plan and Toys “R” us market plan. The subsequent paragraphs delve in pointing out the similarities and differences that exist between the export marketing plan for the two toys and children's games manufacturers and my own export marketing plan. Overview of the Toys and Children games' market Children games and toys industry is large judging by the several numbers of firms that exist in the industry. The industry provides children with a good platform that enables them to learn their environment, grow, and to have a cordial relationship with their parents. The various products from this industry include Toys, online games, and other manual games. In the recent past, the industry has experienced high level of competition from both the veteran firms and new firms (McDonald, 2011). Owing to the cutthroat competition that has characterized the industry; several firms are exploiting expansion strategies such as exports in order to increase their fortunes in the market. In order to realize increased exports for their products in foreign markets the companies have adopted sound export marketing plans. Similarities between the exports plans The various exports plans that exist in the industry have a striking similarities, which defines them. The major similarity between the marketing plans for ToyLearn, Toys " R " us and my own marketing plan is that they all target the children. Toys and children's games target specific age group, which is children. It is important. Therefore, that the market plan is designed in such a way that when it is implemented it will be appealing to the children who are the main targets. The fact that the entire three export market plans utilize all the media platforms to popularize their products is yet another similarity among the various marketing plans under review. It is worth noting that in order to reach the foreign and the domestic markets, all forms of media such as print, audio, visual, and the Internet has to be utilized. The internet is the latest addition to the media forms, which has grown rapidly in popularity. McDonald (2011) says that children are not left behind in as far as the Internet is concerned, kids from developed economies such as Europe and America is exposed to the Internet at a tender age. It is due to this reason that the marketing plans targets the Internet as a vehicle to popularize their various products. The internet as a form of media has several potent capabilities, which makes it the media platform that has the widest coverage. In fact, the social media is yet another aspect of the Internet that is utilized by the three marketing plans in order to reach the target audience. Almost everyone is into the various popular types of social media, which include Facebook, Twitter, and LilnkedIn. The three marketing plans have developed vibrant positioning techniques, which are responsible for ensuring success in marketing. The companies have positioned themselves as the company, which offers unrivalled medical services in America. The other positioning strategy is the fact that the company offers quality toys and other games at reasonable prices. The company is located at various strategic locations in America, which allows it to be accessible to various people seeking toys and other children games. McDonald (2011) asserts that exporting is one of the important elements of global business strategy that plays a significant role in making globalization a success. Exporting is the selling of products in international markets. The success of exporting as an approach to international global strategy is highly dependent upon the input of the government. Government must develop interest and acknowledge the immense input of exports in economic development. The procedures involved in facilitating exports of products must be considerable reduced to reasonable levels (McDonald, 2011). Once there exist favorable environment for exports firms are able to exports their products to foreign markets and in essence, the firms will have achieved expansion since their products now reach foreign markets. The fact that the industry is very competitive means that in order for a company to gain an edge in the export market, it should ensure that it has aggressive pricing strategy. The various marketing plans advocates that the various toys and gaming products are cheap because it makes the products attractive for both the lower and middle class. The various marketing plans under review have all included an aggressive branding strategy that will ensure that the companies stand out in the market. The three marketing plans have branded themselves, as companies, which offer quality toys and other children games at an affordable price. Owing to this factor, the companies, therefore, boast of selling its vibrant brand across various potential customers. Differences between the exports plans Despite the various similarities of the export market plans discussed above, there exist several differences between the various export market plans for the various organizations. Toys“R”us has a unique export plan that targets to improve the relationship between parents and their children (McDonald, 2011). The various games by the company are very interactive and parents, and children can play along. Such a move goes a long way to increase the cordial relationship between parents and their children. Gazillionaire is one example of online game that can be played by both children and their parents. This is an award-winning business simulation game in which you buy products at low prices. In this simulation game, you manage your own trading company with the primary goal of building a business empire. The marketing plan of other companies such as Toylearn is not bent on improving the relationship between parents and their children. Toylearn export marketing plan is unique as compared to Toys“R”us because the market plan targets to improve the learning outcomes from the children. Toys“R”us exports plan only targets to promote the various products purely on the entertainment basis. Toylearn explores gaming as both for entertainment and educational purposes. Playing games is a very effective tool that has several desirable learning outcomes. Simulation and game environment allows the learners to not only acquire facts and ideas but also apply the facts and ideas. Simulation and game environments are effective as they have the capacity to demonstrate processes within complex multicomponent systems; it also allows visualization of ideas thereby making unseen and unknowable tangible (Jackson, 2004). Game and simulation are effective and enhances several academic disciplines. Computer simulation is used in scientific disciplines such as engineering and biosciences. Simulation is also applicable in high-risk occupational training such as military, aviation, and medicine. War games in military training allow military to master control of enemy movements and other combat decisions. Flight simulators are used to train commercial pilots and NASA astronauts. The other contrasting feature of the market plan is that Toylearn seeks to gain edge of the market through price competition while Toys“R”us seeks to have a competitive edge of the market through producing of quality toys and online gaming. In order to ensure that it command a sizeable share of the games' market, Toylearn seeks to offer its various products at a relatively cheaper price that will enable them to attract sizeable share of the market. On the other hand, in order to attract a sizeable share of the market Toys“R”us seeks to have a competitive edge of the market through production of quality games and toys that are unrivaled in this otherwise competitive market. Provided the products are of quality, regardless of the price of the products, the products will still attract huge revenues based on their quality. According to Mohan (2009), Toylearn believes that by charging low prices, it can attract clients who are sensitive to prices and as such, they will be able to improve their business performance in terms of profits and revenue base. Conclusion A marketing plan is an integral element of any business idea. It assists in establishing the viability of a business idea through critical analysis of threats, opportunities, weaknesses, and strengths of the idea. My marketing plan is comprehensive since it contains the most critical concepts that can ensure that the company will gain a competitive edge in the export market in the gaming and toys industry. In comparison with other forms of marketing, my marketing plan does not have any educational value to children as the case is with Toylearn. The market plan will therefore be revised to ensure that it also add value to the students through improving their learning outcome. References Jackson M. (2004). Making Visible: Using Simulation and Game Environments across disciplines. New York: Emerald Group Publishing Limited. McDonald, M. (2011). Marketing plan: how to prepare and use them. New Jersey: John Willey and Sons Ltd. Mohan J. (2009). Marketing in the 21st century.New York: Atomic dog publishing. Read More