Author: Wong, Ching-shan Jeffrey
Title: Playmates Toys (HK) Limited competitive strategy in the 1990s
Degree: M.B.A.
Year: 1994
Subject: Playmates Toys (HK) Ltd
Toy industry -- China -- Hong Kong
Toys -- China -- Hong Kong
Hong Kong Polytechnic -- Dissertations
Department: Department of Management
Pages: vi, 89 leaves : ill. ; 30 cm
Language: English
Abstract: This study attempts to find out how Playmates Toys Limited (the Group) should respond to dynamic environmental uncertainty and keen competition. In 1988, the Group had successfully implemented its turnaround strategy in an end game. The Group later on re-structured to follow its strategies, and changed from a manufacturer and marketer mix to a sole marketer. Now, the Group should not baffle off a little in seeking a competitive posture for its business and an integrated approach to meet the challenges of the 90s and beyond. The Group's sales and profits fell sharply in 1991. Realistically, the Group's sales and profits air likely to fall further until the company can strike a balance in its product portfolio. In order to turnaround again, it is imperative to formulate a specific type of strategy to improve future business performance. Of course, a plan is not for all time; competitive strategies have to be formulated & reformulated; they are shaped & modified by circumstances, events & opportunities as they unfold. However, by definition, they do not come about by themselves or without deliberation. Positions can unconsciously emerge, but competitive strategies i.e., plans about future positions cannot (Kenyon and Mathur 1991). Results of the study indicate that besides some organic growth in expansion through some non toys acquisition and diversification, the Group cannot resume the position of 1% table 1 6) market share in toys business for the coming few years unless an appropriate corporate strategy of positive perception can be implemented, and further research is needed.
Rights: All rights reserved
Access: restricted access

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