Assignment Case Study 2 – 15% This assignment relates to the following Course Learning Requirements: CLR 4: Develop the

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Assignment Case Study 2 – 15%
This assignment relates to the following Course LearningRequirements:
CLR 4: Develop the components of an international business planwithin the case study framework.
Objective of this Assignment:
This assignment is intended to provide you with an opportunityto dig deeper into cultural considerations. As we know, asuccessful product doesn’t always translate well globally. Why dosome ideas work in one market and not the other?
Pre-Assignment Instructions:
To prepare you for this assignment, read the course content formodules 1-7.
The Case
Canada Toys Co. (located in Ottawa) established in 2000, is aprofessional manufacturing and exporting corporation of plasticdolls, doll clothes and doll accessories. They also manufacture andexport electrical 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 in dolls, they also manufactureand export plush key chains, promotion toys, teddy bears, Christmasand Valentines toys. Their specialty is that they can transform anycharacter into a stuffed toy according to the desired design andrequirements. Canada Toys Co. is also responsible for implementingsuggestions of their customers and solving their problems within 48hours. They claim to have the best service possible as they alwaysadhere to the principle of “once a client, forever a customer.”
Their products go through extensive research conducted by a team20 R&D workers with many years of experience in product design.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.
Points to Consider
As a product manager, identify ways to correct the mistake andre-launch the brand in the Chinese market. Identify what wentwrong. Is it possible to save the brand or should they try anotherstrategy? Research is an important factor, especially when it is anew market. Give your analysis on the importance of this aspect ofmarket development keeping cultural understanding in mind.
Assignment Tasks: