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Essay / Research Paper Abstract
A 3 page paper that provides a brief analysis of this company, commenting on their positioning, focus and their use of technology. Bibliography lists 4 sources.
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2147483647 pages (~225 words per page)
File: MM12_PGvttd.rtf
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Unformatted sample text from the term paper:
styles and sizes with a long list of accessories, such as different outfits for the bear (Krippel, 2004). The company did relatively well until the early 1990s when it went
into decline (Vermont Public Television, n.d.). A new CEO, diversification and new positioning strategy has brought the company into success again (Vermont Public Television, n.d.). Liz Robert, the new CEO,
came to realize the company was selling a service, not a product (Vermont Public Television, n.d.). They refocused on their Bear-Grams delivery service, something for which it was known since
the company was founded (Vincelette et al, 2004). They changed the focus from positioing the company in the childrens market to the adult market (Vermont Public Television, n.d.). The uniqueness
and the price made the companys teddy bears collectibles. They have changed that focus as well, instead of marketing a childs toy or a collectible, the marketing focus has become
an unforgettable gift and one that the late, last-minute buyer can obtain quickly (Vermont Public Television, n.d.). also, instead of positioning themselves as another plush toy manufacturer, they positioned themselves
more like the florist market, where every gift is selected carefully by the giver for the recipient (Vermont Public Television, n.d.). Robert sees the companys competitors not as other toy
or plush doll/animal companies but as companies who sell greeting cards, chocolates and flowers (Vincelette et al, 2004). The toy industry is a highly competitive environment and the
teddy bear segment is a very large part of it (Vincelette et al, 2004). Teddy bears are classified as either collectibles or plush toys; they account for more than 70
of the entire plush toy market (Vincelette et al, 2004). Direct competitors for Vermont Teddy include Dakin, Applause, Steiff, Gund and North American Bear, all of whom make upscale high
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