Works Philosophy Formulation and Business Domain Redefinition for Toy Manufacturer Company D

Background

Company D had been running TV commercials for its toy products and producing hits. It was also a toy manufacturer selling online through EC malls and selling products to major retailers. Our interviews revealed that the corporate website had not been renewed in more than ten years, and the only thing functioning was the president's blog. Although the company offered a large number of products, they were not organized, and each product was simply promoted individually.

What We Did

Company C's philosophy, vision and mission had not been put into words. We therefore organized the company's vision and mission from interviews with the president and from his blog. Focusing on sports toys, which the company had handled as its main product since its founding, we proposed the vision of “contributing to children's education through toys” rather than simply selling toys. Based on the vision, we produced a corporate website that enhances the company's credibility. We organized each product into sports toy categories, achieving the redefinition of the business domain, and provided a corporate strategy design that, based on the new philosophy, enables the company to appeal to business partners and retailers.

Implementation Flow

Documents Prepared (Excerpts)

01. Research & Analysis

◯ Interview with the president
Hearing about the company's various aspirations and the attitudes it has valued since its founding

02. Philosophy & Business Domain

◯ Extracting the philosophy, vision and mission as elements from the interview with the president
Putting them into words and proposing them; adopted after discussion
◯ Redefining the business domain
Reorganizing existing product categories in line with the derived vision

03. Marketing