1. Introduction
The case study “The Future of OY MOOMIN characters” describes the real situation of expanding international markets beyond the home using the mechanism of licensing. This entry strategy helps to operate at profit every year after being not profitable for more than ten years. The key reasons for such a success are two factors: 1) “a shift in emphasis from the characters to the original artwork and the universal values embedded in the stories”, 2) “improvements in the quality artwork of the merchandise”.
Although, analyzing the situation of the company on the word market from the very beginning, it is possible to identify several problems, which it may faces with while increasing the MOOMIN presence worldwide.
The first hazard …show more content…
Background
The Oy Moomin is a family based company that has its own values, some of them are tradition, quality, mystery, playful characters, and heritage. Moomin animations have run everywhere from Germany to Poland, Japan and Russia; and the brand extends from original songs to stage shows, a museum and the Moomin World theme park in Naantali, near Turku.
(http://www.norwegian.com/magazine/features/2013/05/the-great-moomin-renaissance#bfrll0JRqA0IBD5I.99 ) The target groups are people of all ages, fascinated by the artistic, playful and mysterious Moomin family, from very small children to grown-ups, depending of different kind of artwork used and type of products.
The main challenge for the company is to maintain brand interest even when trends change, to keep the vision of the founders alive and to meet the firm’s growth targets. In this situation, the firm should think about making some changes in its strategy, undertake some brave steps, and realize fresh thoughts, keeping at the same time original spirit of the company.
The most important issue in this case is to increase market share and make its characters more widely known to compete with such global giants as Sanrio, Disney and Rovio Entertainment and get additional sources of …show more content…
Nowadays many companies try to become more eco-friendly to sustain its reputation and good name in the eyes of customers. Working in this way, company can become proactive and be ahead of its competitors. It can be done through environmental initiatives at schools and even at kindergartens, cooperation with other business, for example with creators of energy light bulbs. Definitely, that is a new field, but such kinds of the deals could make the future of the
The case study “The Future of OY MOOMIN characters” describes the real situation of expanding international markets beyond the home using the mechanism of licensing. This entry strategy helps to operate at profit every year after being not profitable for more than ten years. The key reasons for such a success are two factors: 1) “a shift in emphasis from the characters to the original artwork and the universal values embedded in the stories”, 2) “improvements in the quality artwork of the merchandise”.
Although, analyzing the situation of the company on the word market from the very beginning, it is possible to identify several problems, which it may faces with while increasing the MOOMIN presence worldwide.
The first hazard …show more content…
Background
The Oy Moomin is a family based company that has its own values, some of them are tradition, quality, mystery, playful characters, and heritage. Moomin animations have run everywhere from Germany to Poland, Japan and Russia; and the brand extends from original songs to stage shows, a museum and the Moomin World theme park in Naantali, near Turku.
(http://www.norwegian.com/magazine/features/2013/05/the-great-moomin-renaissance#bfrll0JRqA0IBD5I.99 ) The target groups are people of all ages, fascinated by the artistic, playful and mysterious Moomin family, from very small children to grown-ups, depending of different kind of artwork used and type of products.
The main challenge for the company is to maintain brand interest even when trends change, to keep the vision of the founders alive and to meet the firm’s growth targets. In this situation, the firm should think about making some changes in its strategy, undertake some brave steps, and realize fresh thoughts, keeping at the same time original spirit of the company.
The most important issue in this case is to increase market share and make its characters more widely known to compete with such global giants as Sanrio, Disney and Rovio Entertainment and get additional sources of …show more content…
Nowadays many companies try to become more eco-friendly to sustain its reputation and good name in the eyes of customers. Working in this way, company can become proactive and be ahead of its competitors. It can be done through environmental initiatives at schools and even at kindergartens, cooperation with other business, for example with creators of energy light bulbs. Definitely, that is a new field, but such kinds of the deals could make the future of the