Swot Crayola Essay Example for Free

Swot Crayola EssayCrayola Manufacturing is a 120 year old company that makes safe, dependable strat sequencem supplies for children. Beca workout virtually consumers decl atomic number 18 never heard of Binney metalworker, the Crayola maker changed its name in 2007 to reflect its brand name. Crayola has many a(prenominal) different lines of products as well as services, which vary from just crayons and markers. They produce 3 billion crayons a year, plus craft and character licensed activities. Crayola began as Binney Smith back in 1885 when Joseph Binney partnered with his son and nephew. Binney and Smith sold their first Crayola crayons in 1903, when a box of eight cost only a nickel. The undersized business began in New York and moved to Easton, Pennsylvania (where they remain today), producing the dustless chalk. In 1958 the Crayola 64-crayon box, which included 16 new(a) colors and a built-in sharpener, made its debut on the Captain Kangaroo Show. This Crayola box b ecame part of the embodied history and experiences of generations of Americans, and a symbol of the color and fun of childhood. Crayola estimates that the average U. S. child wears down 730 crayons by age ten.And, in the same spirit, the Smithsonian Institutions National M uptakeum of American History placed an actual 1958 Crayola 64-crayon box and an assortment of twentieth century Crayola advertising in the permanent collection of the Division of Cultural History. The companys products are packaged in many languages and are sold worldwide. Safety in art materials was the main focus for Crayola resulting in non-toxic colors. Crayola in any case has a creative factory and offers services for creative minds to run free and party space eliminateiness with all of their branded products.In 1984 Hallmark grease ones palmsd Crayola and has kept the company on top of their industry with products ranging on a wide scale from markers, pencils, chalk, watercolors to silly putty and even ornaments and die cast collectables. Strengths Crayola is a acknowledge and highly trusted brand name and logo. In fact, 98 out of every 100 Americans get along it. Children age 2-10, their gull merchandise, love Crayola products and have selective demand for it. Children demand the products and then influence their parents to purchase them. The Crayola brand name is synonymous with high quality and high brand loyalty. They are a world(prenominal) company, with a wide spectrum of individuals who use Crayola products all over the world. Crayola has built up a highly successful distribution system. Their products are available everywhere, including grocery stores, drug stores, Internet gross sales, hospitals, doctors offices, trails, gas stations, airports, theme parks, hotels and restaurants. They sell sell and also in bulk to organizational buyers at a lower cost. Schools all over the US and in other countries like The UK, Canada, Australia, and Mexico all utilize Crayola art materials. Crayolas website is geared for children, parents, and educators. They provide free ideas for crafts and printable coloring pages. The website is used for booking, ordering, promotional information, marketing, and more. Crayola even provides advice on how to remove stains on their official website. Crayola is well-established due to their plan (keeping the company out of saturation and turn away). Crayola has been in service for many years and knows how to cater to the needs of the consumer. Crayola is continuously building new products and the growth targets many individual needs.Crayola also developed art products that emphasized worldwide diversity by launching Crayola My World multicultural crayons. The company hoped that by using crayons, markers, paints, and modeling compounds that reflected the transmutation of skin tones, children would build a positive sense of self as well as prize for cultural diversity. Crayolas price range is reflective of their co re target market, middle and lower upper programme Americans and their products are priced competitively with their major competitor, Rose Art. The consumer feels that the price reflects the quality. Crayola uses all non-toxic, child-safe materials that are cost effective and efficient. They use a variety of colors with fun memorable names, which appeal to children and adults. Crayola is environmentally friendly as well. They have scented products for sensory skills. They have easy grip products for motor skills. They have licensing deals with major childrens characters, including all Disney characters, and jukebox characters, which increases their appeal to children. The majority of their retail promotion consists of television commercials, magazine ads, and point of purchasedisplays.Their promotion impacts and targets children principally and foremost, however, it is a pull strategy to create an influence purchase by the parents. In most bad retail stores, Crayola has their o wn aisle Weaknesses In addition to its Ink Tank line, Crayola serves the professional market with its Portfolio series collection of color pencils, oil pastels, and acrylic paints. Because they are most well-known for childrens art products, they have insofar to achieve high market share in this division, and most art professionals do not use Crayola products. Crayola launched an unsuccessful line of childrens clothing in the 1980s, and it was scaled back to include only newborn layette sets. In 2007 they launched a test market campaign for Crayola branded bottled water, which was also unsuccessful, as consumers were hesitant to buy it because they expect that the water would actually taste like crayons. Also in the late 1980s sales began to decline due to increased competition and the company began to slip into saturation, they began a campaign to increase demand by urging parents to purchase a fresh box. Crayolas attempt to build a solar power prove was sidelined in 2008.The y intended the power plant be used to help run their manufacturing facility in Pennsylvania, however, they have run into problems finding partners to make it a reality. Crayola still ranks behind in sales and market share in their marker product line. In 2007, Sanford Sharpie had a 31% market share, with sales (at Wal-Mart) of $56 million, while Crayola had a 22% market share, with sales of $37 million (at Wal-Mart). Opportunities In 2009 they introduced both innovative lines of products for babies and toddlers including products that allow babies to explore colors even before they can use a crayon.The products for toddlers are large enough so that they can grasp them, and even color in the bathtub, which allows for easy new up, therefore appealing to the primary purchaser, parents. In July 2009 Crayola launched a school social media campaign on chirrup and Facebook. It is geared towards moms (their core purchaser) and features innovative ways to be creative and save money durin g back to school shopping. In the spring of 2009 they created a summer wellness campaign to encourage children to play outside more. Threats With the coming of computers and web based learning, sales of crayons are projected to decrease as children leave behind hand held art supplies at a younger and younger age. Its called KGOY-kids growing older younger, and many companies have suffered because of it, most recognizable is Mattel, the maker of Barbie dolls. In the 1990s the average age of a child in their target market was 10 years old, and in 2000 it dropped to 3 years old. As children reach the age of quaternity and five, old enough to play on the computer, they become less interested in toys and crayons and begin to go for electronics such as cell phones and video games.Crayola is slowly falling victim to the same phenomena, how will they pioneer to overcome this? In the downturned economy, parents and schools are spending less on school supplies. A survey from Deloitte gi ve that 64% of consumers said they would spend less on school purchases. Nationwide, parents plan to spend an average of $548 to organise their children back to school and estimates range from a decline of 7. 7%, forecast by the National retail Federation, to as much as 12% in 2009, according to Americas Research Group.