Cultural Considerations- Simulation:
Canada Toys Co. Ltd. established in 2000, is a professional manufacturing and exporting corporation of plastic dolls, doll clothes and doll accessories. They also manufacture and export electrical toys, stuffed dolls, baby toys and festival toys. Their USP is "good quality products with affordable prices" and they already have a presence in Central, South and North America, throughout Europe and are now exploring to enter the Asian market.
The company claims to have high quality products. Their products go through extensive research conducted by a team 20 R&D workers with many years of experience in product design. They can make famous samples according to the desired design or description provided to them. Their overall quality policy is well established with a quality inspection and control system. The Quality Management team ensures that every product passes five times through an inspection quality control and twice through metal detection.
Although their expertise lies in dolls, they also manufacture and export plush key chains, promotion toys, teddy bears, Christmas and Valentines toys. Their specialty is that they can transform any character into a stuffed toy according to the desired design and requirements. Canada Toys Co. is also responsible for implementing suggestions of their customers and solving their problems within 48 hours. They claim to have the best service possible as they always adhere to the principle of "once a client, forever a customer."
CanadaToys Co. is now planning to enter the Chinese market. They have done years of research and created the first brand named doll "Xian" oriented to the Chinese market. This doll depicts the charm of Asian girlsfrom Chinese classical culture and modern style influenced by international elements. With the image of being young, intelligent, trendy, "Xian" is the consistent pursuit for girls of confidence and good taste. "Xian has also passed 3C certificate and EN-71 certificate with international leading craftsmanship.
In February 2010, the company opened a 40,000 square foot doll store on Beijing' flashy WángfujingStreet. The skinny plastic dolls were seen as too frivolous of a pastime for Chinese children. Chinese parents' more than Canadian parents, emphasize education. Toys were seen as an indulgence. It was especially important considering Chinese families usually have one child. They will do anything to make their child succeed. Disney for example managed to succeed in China by tying its entertainment to a chain of English learning centers. Children werenot only playing with Donald Duck, they were also learning skills with it. If only dolls could also teach something to children.
Questions:
1. As a product manager, identify ways to correct your mistake and re launch the brand in the Chinese market.
2. Research is an important factor especially when it's a different market. Cultural understanding is key especially in this case. Give your analysis on the importance of this aspect of market development keeping cultural understanding in mind.
3. Explore the possibility of entering other Asian markets. Choose one country of your choice and highlight the culture of that country keeping your product in mind.