Product Baby Face Case Study

Executive Summary

The purpose of the report aims to solve the problems that are concern with the product baby face. The problems come from the product is 1) Eyes can easily removed 2) Leak when filled with water 3) Don’t always cry on demand and as we know that these problems will cause the loss the business as well as reputation of our product. Immediately we conduct a research to find out the reasons and the causes of the problems and immediately to suggest solution for it.

Our marketing team collects data from customers through focus group and for which we divide them into three groups, one group of customers, one group of toys retailers and the other group are production mangers. And through the focus group we would like to find out the reasons that these group can give and qualitative analysis of their information. After conducting the focus groups, we find out the three main reasons of the problems 1) Product design 2) Toy Safety and Regulation 3) Price of the product

In addressing these problems we suggest 1) 2) 3)

Introduction

In recent years, toy craze rolled up. Puppet, blond dolls, action figures, Mini capsule toy toys, teddy bears ... all kinds of toys, not only popular with children, but also popular with a lot of young people and older friends!

Based to the Hong Kong Economic & Trade Association report (2010), due to the global economic crisis, retail sales growth in Hong Kong slowdown as a whole, but toy industries outshine last year, an increase of 26%.

However, Baby Face which is a large manufacturer of toys launched “Cry baby” dolls for $300 during Christmas and only about 1,000 were sold. Also, Consumer Council began receiving 120 complaints about the product made by Baby Face. Complaints allege that 1) the doll’s eyes can easily removed 2) dolls leak when filled with water 3) don’t always cry for demand.

From the above cursory review, we recognize that the development of the Baby Face confront a big challenge and will cause the loss to business as well as reputation of our product. Thus, we conduct a research to find out the reasons and the causes of the problems and immediately to suggest solution for it.

Methods of Data Collection

The findings for this report came from the primary research of 3 focus group, they are customers, toys retailers and production mangers. We will observe customers’ purchasing habit in order to