Title of the Case: Sportin’ Life
Time Concept: CURRENT PERIOD
Point of view: Mr. George Huggins
I. STATEMENT OF THE PROBLEM
How to manufacture Sportin’ Life dolls?
II. STATEMENT OF THE OBJECTIVES
To manufacture “Sportin’ Life” dolls to advertise the advocacy of good sportsmanship, drug-free living and moral/ethical behavior.
III. AREAS OF CONSIDERATION
“Sportin’ Life” use dolls that in sports character with different facial
features and posters with message that will support the antidrug
campaign. B) Advertisement
“Sportin’ Life” used the concept in a toy doll format as well as the posters
for the endorsement of the theme: “Say No to Drugs” campaign. C) Financial Aspect
A detailed business plan outlining the marketing production and financial
projection would have to be developed before any of the investor would
i) Sportin’ Life concept is addressed to three specific areas: the drug-free living, good sportsmanship and moral/ethical behavior. ii) Sportin’ Life as a doll, there has no direct competition; it will have a great deal of indirect competition. iii) The survey conducted to gain insight into the consumer’s reaction to the Sportin’ Life showed a good reaction to the concept of the doll and the character to be used for antidrug campaign. iv) Sportin’ Life received a 94 percent affirmative response that the idea of a character advocating good sportsmanship and antidrug is a good idea. v) Sportin’ Life used real persons as spokesperson for the ”Say No to Drugs” program makes the topic more credible to children instead of characters. WEAKNESS
i) Mr. Huggins is not pretty sure if the information is complete enough to the structure of clear business plan for the investors. ii) Mr. Huggins used only one method which is survey to gather insight/information about the Sportin Life dolls. OPPORTUNITY
i) “Sportin’ Life” would have an opportunity to widen its niche if his image were reproduced on a poster. ii) “Sportin’ Life” cartoon character, would probably appeal to elementary-aged children. iii) Sportin’ Life has three main regions are currently being targeted: the Delaware Country, state of Indiana and Midwest. THREAT
i) The “Sportin’ Life” has three major competitors: McGruff, Woodsy Owl and Ronald McDonald and two minor competitors which are the characters of Snoopy and Garfield.
IV. ALTERNATIVE COURSE OF ACTION
A) Set up a manufacturing site in the Muncie area.
B) License the doll to another manufacturing company.
C) Manufacture the doll overseas in the Orient.
D) To license the Doll to the Ohio Doll Company.
V. ANALYSIS OF ACA’s
Advantages of ACA1 (Set up a manufacturing site in the Muncie area) i) The labor costs were derived from the average labor costs for the area according to the related jobs. ii) The utility costs were based on past utility expenses at the facility and on the average utility costs for similar manufacturing facilities.
Disadvantages of ACA1
i) The estimated production cost for a local manufacturing site figured out to be approximately $38 per doll. ii) The doll price could fluctuate a couple of dollars either way according to the accuracy of the estimates and according to the production output per day.
Advantages of ACA2 (License the doll to another manufacturing
company) i) The doll would meet the same specification mentioned earlier and it would be shipped fully assembled and packaged. ii) The price range was to $20-$25 per doll.
Disadvantages of ACA2
i) Possibilities of an in-country manufacturing firm are limited since there are only a few places to do this type of production.
Advantages of ACA3 (Manufacture the doll overseas in the Orient) i) Limited numbers of doll producers in America leads are to believe this is an inexpensive alternative.
Disadvantages of ACA3
i) Mr. Huggins is lack of adequate connections to overseas producers, so he has no estimated price per doll for...
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