Appendix Of Findings

Macro :
Politically :
Britain Leaves The EU (BBC 2016)                    
Legalities: The National Minimum Wage increases on 1 October every year. ( 2015)
From 5th April, maternity pay, paternity pay and adoption pay increase to
£139.58 per week. ( 2015)
Economic: UK economy shrugs off Brexit with 0.5% growth. (The Guardian 2016)
IMF urges governments to tackle global debt of $152tn (The Guardian 2016)
Social:    The FTC investigates educational claims on children’s toys (Mintel February 2015)
Technology: Robots that learn tasks and send that knowledge to the cloud for other robots               to pick up later. (MIT 2016)
Technology spend to boost back to school market. (Mintel 2016)
Environmental: The year 2015 ranks as the warmest on record. (NASA, 2016)

Micro :
Shares in two biggest toy companies up 20% (CNN 2016) 
Hasbro plans broadway musical based on clue board games (Playbill 2016) 
Star Wars toys fuel Hasbro revenue surge (The Guardian 2016) 
Hasbro sales down 4% year on year to 1.4 billion. (Bloomberg 2016)
Hasbro sales generated by girls brands fell 28% (Bloomberg 2015) 
Hasbro’s new app lets you make your own star wars movie. (Mintel 2016)
Hasbro, Mattel Toy Suppliers Slammed In Labor Report
A.B.GEE supplies Hasbro and Mattel, also largest in the UK. ( 2016)
Competitors: Video game industry up 4.8% in 2015 (pwc) 
Children outgrowing toys at a younger age (Mattel annual report, found at, 2015)
Longer working hours reducing leisure time ( 2015)




Critical Success Factors :

Threats to Weaknesses:
1. Make more diverse products/range. This means we want to diversify products to be able to appeal to a wider range of people and increase target market.
2. Update suppliers to reliable/ethical sources. This means we want to be able to produce an ethically sourced product and not breach human rights.
3. Diversify Products. This is as above but more focused on what we produce and how we produce it, dont just produce generic games, make collectables etc.

Threats to Strengths:
1. Utilise market share to generate as many sales as possible.
2. Branch into market/technologically advanced suppliers. This means we want to expand and keep up with the rapidly growing gaming market, so to create apps would be an extension of this.
3. Leisure time does not affect seasonal sales. This means we do no not need to think about producing at different levels throughout the year.

Opportunities to Weaknesses:
1. Increase promotion to regain marketshare. Keep up with Lego and Mattel on their increasing competitiveness by improving promotion/advertising.
2. Switch to more technological suppliers. This means to use more efficient and better quality suppliers who utilise automation.
3. Market differentiation to increase sales. This means to capitalise on our strengths by producing theatre shows (playbill) in the same way Lego produced a movie.

Opportunities to Strengths:
1. Introducing new products into the toy market. This means to aim to use more complete innovation by making brand new board games.
2. Branch into more technologically advanced suppliers. (as above)
3. Market differentiation. To continue meaning branching into new markets is essential.



Understanding the principles of marketing for marketing and events.

Blog Entry #3

Friday 21st October :
This week we finalised our TOWS analysis grid, we derived our critical success factors and have selected a few that we are looking to focus on when we create our infographic. We also discussed about re doing the TOWS grid just to make it more presentable and neater. This is all we got done, using our previous work to focus solely on the TOWS grid meant we had a really productive hour. -Tom

Our next steps are now to start working towards and putting together our info-graphic with our findings on it. We must also make progress to our appendix of findings and double check all sources used. With all our focus on these we should be able to get it done ahead of the deadline.- Jack

Key contributions:

This week only Jack, Matt and Tom were present and all worked together with previous research on the TOWS grid to find our CSF’s. With all 3 focused and working together the hour was well spent and by the end it was finished. -Jack

status and progress:

Near completion of the tows grid meant we could start to look in detail at our CSF’s and decide if there were any specific ones coming up more than once. This allowed us to see that technological development and marketing in big screen events were two key areas that we could look at in the future. we now plan to go away and look into these two areas in more detail. Matt Jack Tom present. – Matt

Blog Entry #2 

Friday 14th October:

This week the group (Matt, Tom, Nikola and I)  were able to discuss the TOWS matrix for Hasbro. Inc. We started the session with the TOWS matrix grid and applied our prior macro and micro research to our grid. Despite our research we did have to do further research specifically in the micro side of the weaknesses to our business. This is because the group as a whole has found the micro side more difficult to find credible sources and reliable information for. – Jack

Next Steps : 
The next steps for us is to crucially, go away and research more micro weaknesses in order for us to generate a sufficient TOWS grid by next Friday. During next Friday we should be able to generate our TOWS grid and draw some critical success factors in order for us to work with when we come to make our infographic. Apart from that we have an appropriate amount of research and have managed our time well. – Tom

Key Contributions :

Tom and Nikola made micro factors research affecting the brand and both furnished all notes. Matt classified all our notes and choose which are the best for our research and then with the help of Jack started with writing down all strengths, weaknesses, opportunities and threats in our TOWS analysis. – Nikola

status and progress:

Me, Tom, Nikola and jack all assessed our status by collecting all the data we had looked at in our own time. This allowed us to nearly complete the outer section of our tows grid. However it did allow us to see we lacked micro weaknesses. This meant we could go away and make progress on this area as well as looking at the csf’s. – Matt

Understanding the principles of marketing. Hasbro Inc.

Blog Entry #1 :

Friday 7th October – 11am until 12am.
Attendees : Nikola, Tom, Jack
Absent : Matt, Mike

We first began by clarifying the specifics of our brand, so we had already selected Hasbro Inc however we were finalising a decision to look specifically at board games within the brand. Having cleared this up briefly, we discussed our findings on the macro environment and its effects on our brand. Furthermore we started to look at micro factors and how we may go about researching them in preparation for next week.

Next steps:
We decided first and foremost doing this blog entry before researching specifically micro factors effecting the brand but also making sure of the finite details on our macro research. Therefore by next week we should have equal amounts of research on both macro and micro factors effecting the brand and should be in some position to draw strengths, weaknesses, opportunities and threats.

Key Contributions:
Tom was designated with setting up the blog and starting it with contributions and/or edits made by the rest of the group.
Matt, though not present, was in touch and made the suggestion about the blog and sharing it amongst ourselves.
Jack made contributions towards the benefits of our brands products/service including Social, Phycological and Functional.
Nikola provided direct and indirect competitors relevant to the Micro analysis we’re beginning to research.