Imaginarium Case Study Analysis
IMAGINARIUM - CASE STUDY ANALYSIS
IMAGINARIUM - CASE STUDY ANALYSIS
I M A G I N A R I U M
BUSINESS CONCEPT
Manufacturer, Purchaser, Seller and Retailer toy business that sells a wide range of quality and carefully selected toys to children at the best price, with the best customer service, with qualified staff and in a well-located fun atmosphere store.
• Company´s Mission: Taking a fun approach to the human development of boys and girls throughout the world.
• Company´s Objective: To help children learn, imagine and discover.
• Target Market: Kids ages between birth and eight to nine years old.
• Product: Wide range of careful selected quality toys (educational, would “play” with children, were not sexist, racist or violent) with content activity area like preschool, games, music, theatre, dolls, manual work, science and nature, professions, movement, etc.
• Positioning: The Company was positioned to be the toy store company with the best design stores, qualified personnel that strive for customer´s satisfaction, offering quality products at good prices in the best locations.
• Sales Objectives: Increase sales from previous years (does not mention how much). To have an idea, in 2000 fiscal year the retail sales amounted to approximately 34 million euros, with earnings of 2.4 million euros. By 2001 the sales revenue accounted for 33.6 million euros and for 2002 they estimated a growth up to 42.5 million euros.
• Expansion Objectives: The Company planned to open 25 more stores outside Spain in 2001 and further 63 in 2002, increasing the number of countries in which it anticipated having stores to 18 by the end of 2002. Also, having 50% of the outlets to be the company´s own stores (readjusted by the expansion drive without mentioning more). Finally, becoming the leading multinational in Europe and to lead our market segment at the international level.
• Business Strategy: With the help of the share capital injection develop their own market niche, with
IMAGINARIUM - CASE STUDY ANALYSIS
I M A G I N A R I U M
BUSINESS CONCEPT
Manufacturer, Purchaser, Seller and Retailer toy business that sells a wide range of quality and carefully selected toys to children at the best price, with the best customer service, with qualified staff and in a well-located fun atmosphere store.
• Company´s Mission: Taking a fun approach to the human development of boys and girls throughout the world.
• Company´s Objective: To help children learn, imagine and discover.
• Target Market: Kids ages between birth and eight to nine years old.
• Product: Wide range of careful selected quality toys (educational, would “play” with children, were not sexist, racist or violent) with content activity area like preschool, games, music, theatre, dolls, manual work, science and nature, professions, movement, etc.
• Positioning: The Company was positioned to be the toy store company with the best design stores, qualified personnel that strive for customer´s satisfaction, offering quality products at good prices in the best locations.
• Sales Objectives: Increase sales from previous years (does not mention how much). To have an idea, in 2000 fiscal year the retail sales amounted to approximately 34 million euros, with earnings of 2.4 million euros. By 2001 the sales revenue accounted for 33.6 million euros and for 2002 they estimated a growth up to 42.5 million euros.
• Expansion Objectives: The Company planned to open 25 more stores outside Spain in 2001 and further 63 in 2002, increasing the number of countries in which it anticipated having stores to 18 by the end of 2002. Also, having 50% of the outlets to be the company´s own stores (readjusted by the expansion drive without mentioning more). Finally, becoming the leading multinational in Europe and to lead our market segment at the international level.
• Business Strategy: With the help of the share capital injection develop their own market niche, with