Being a relatively dynamic and one of the biggest of its sort within the European Union, the Toys and Games Industry in the United Kingdom is attractive for many foreign toy manufacturers. Especially the market sector of the traditional toys, which will be defined later, seems to be very auspicious from a general point of view.
To what extent this general view corresponds with the reality will be examined on the basis of German toy manufactures and needs to be analysed critically.
Hence, the research objective of this work is to figure out what opportunities but also what sorts of threats toy manufacturers from Germany could be faced with when entering the British market. This, however, needs several questions to be answered. Terms like market value, market growth rates but also other factors like the influence of the toy firms’ environment and consumers’ attitude towards the industry must be explained which will be done through a secondary data-based overview of the industry in chapter two. Having introduced to several considered research approaches, the choice of the used methodology, its application and special research highlights in chapter three, the analysis’s findings will be illustrated in the fourth part of this study. These results will be consumer-based in order to get a better overview about the market itself and to being able to give more efficient recommendations to German toy companies considering breaking into the UK market. The final answer of the research objective mentioned above and further recommendations will be content of chapter five. The last chapter of the essay then tries to draw a conclusion and will clarify whether the targeted research objective has been achieved and outline weaknesses within the used methodology and their potential avoidance in future research projects.
Inhaltsverzeichnis (Table of Contents)
- Acknowledgements...
- Contents...
- List of figures......
- 1. Introduction......
- 2. An overview about the UK Toys & Games Industry.......
- 2.1 Market definition....
- 2.2 Market size and value...
- 2.3 Competitive landscape......
- 2.4 Influence on the industry and market forecast
- 2.4.1 Economic influences...
- 2.4.2 Legislative influences...
- 2.4.3 Demographic Development.
- 2.4.4 Product Development......
- 3. Applied Research.........
- 3.1 Research Methodology.
- 3.1.1 Considered research approaches and methods…...
- 3.1.2 Choice of methodology and its reasons..\n
- 3.2 Research application and highlights..\n
- 3.1 Research Methodology.
- 4. The UK Consumer within the toy industry: Research Findings.....
- 4.1 Form of purchase, shop distribution and its service...
- 4.2 Frequency of purchase and average expenditure..\n
- 4.3 Product preferences and vital product features...\n
- 4.4 Advertising and other forms of interference..\n
- 5. Recommendations for German companies: How to be successful within the UK toy industry..\n
- 6. Conclusion: Achievement of the research objectives and weaknesses of the used research methodology..\n
- Appendices.........\n
- References.......\n
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This independent study explores the opportunities within the traditional toy sector of the UK Toys and Games Industry from a German perspective. It aims to analyze the market, understand the UK consumer's behavior, and offer recommendations for German companies to succeed within this market.- Market overview of the UK Toys and Games Industry
- Analysis of the UK consumer's buying behavior
- Recommendations for German companies entering the UK toy market
- Evaluation of the research methodology and its limitations
- Influence of economic, legislative, demographic, and product development factors on the industry.
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1 provides an introduction to the study and its objectives.
- Chapter 2 offers an overview of the UK Toys and Games Industry, including market definition, size, value, competitive landscape, and influencing factors.
- Chapter 3 outlines the research methodology used, including the chosen approach, methods, and reasons for their selection.
- Chapter 4 presents research findings on the UK consumer's behavior within the toy industry, covering purchase patterns, preferences, and influential factors.
- Chapter 5 provides recommendations for German companies to succeed in the UK toy industry.
Schlüsselwörter (Keywords)
The key themes and concepts explored in this study include the UK Toys and Games Industry, consumer behavior, market analysis, recommendations for German companies, and the impact of economic, legislative, demographic, and product development factors on the industry. The study also considers the research methodology employed and its limitations.- Quote paper
- Johannes Weber (Author), 2005, Opportunities within the traditional toy sector of the UK Toys and Games Industry - A German Perspective, Munich, GRIN Verlag, https://www.grin.com/document/69933
