The Case Canada Toys Co. (located in Ottawa) established in 2000, is a professional manufacturing and exporting corporat

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The Case
Canada Toys Co. (located in Ottawa) established in 2000, is aprofessional manufacturing and exporting corporation ofplastic dolls, doll clothes anddoll accessories. They also manufacture and exportelectrical toys, stuffed dolls,baby toys and festival toys.Their USP is, “good quality products with affordable prices” andthey already have a presence in Central, South and North America,throughout Europe and are now exploring to the Asian market.
Although their expertise lies indolls, they also manufacture and export plush keychains, promotion toys, teddy bears, Christmas, and Valentinestoys. Their specialty is that they can transform anycharacter into a stuffed toy according to the desired design andrequirements. Canada Toys Co. is also responsible forimplementing suggestions of their customers and solving theirproblems within 48 hours. They claim to have the best servicepossible as they always adhere to the principle of “once a client,forever a customer.”
Their products go through extensive research conducted by a teamof 20 R&D workers with many years of experience in productdesign. They can make samples according to the desired design ordescription provided to them. Their overall quality policy is wellestablished with an inspection and control system. The QualityManagement team ensures that every product passes through aninspection quality control system five times and twice throughmetal detection.
Canada Toys Co. is now planning to enter the Chinese market.They have done some research and created the first brand named doll“Xian.” This doll depicts the charm of Asian girls from Chineseclassical culture and modern style influenced by internationalelements. With the image of being young, intelligent, trendy,“Xian” is the consistent pursuit for girls of confidence and goodtaste. “Xian” has also passed 3C certificate and EN-71 certificatewith international leading craftsmanship.
This is what happened this year:
Revenue from the “Xian” doll is not even able to cover theoverhead costs of manufacturing and distribution.
As a product manager,
identify ways to correct the mistake and re-launch thebrand in the Chinese market.