October University for Modern Sciences & Arts Faculty of Management Sciences

MKT 202
Analysis of Marketing Plan (Marketing II)

Hassenfeld Brothers

(Hasbro)

Submitted By:

● Aly Aser Abdelaziz Fahmy: 213587

● Amr Hamada: 213593
● Rawan Ashraf: 212511
● Waleed Maged: 210533

Submitted To:

● Dr. Omnia Marzouk

 ● TA: Farah Emam.

Table of Contents:
1. Introduction: ...................................................................................
2
1.1. Hasbro’s History: ................................................................................ 2
1.2. Hasbro’s Products and Brands: ........................................................... 3
1.3. Monopoly: ...........................................................................................
3
2. Situation Analysis: ......................................................................... 3
2.1. Competition: ....................................................................................... 3
2.1.1. Product Form Competition: ........................................................... 3
2.1.2. Product Category Competition: ..................................................... 3
2.1.3. Generic Competition: .................................................................... 4
2.1.4. Budget Competition: ..................................................................... 4
2.1.5. Example of levels of competition: ................................................ 5
2.2. Country: ............................................................................................. 6
2.2.1. Aggregate Market Factors: ........................................................... 6
2.2.2. Category Factors: .......................................................................... 7
2.2.3. Environmental Factors: ................................................................. 8
2.3. Company:
...........................................................................................10
2.3.1. BCG: .............................................................................................10
2.3.2. 4PS: .............................................................................................. 12
2.3.3. SWOT Analysis: .......................................................................... 13

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 2.4. Customer: ..........................................................................................
14
2.4.1. Decision Making Model: ............................................................. 14
3. References: ..................................................................................................
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1. Introduction
1.1. History about the company

Hasbro is a company that first originated all the way back in 1923. It was founded
by 3 brothers who were originally polish but moved to the United States, under the
name Hassenfeld brothers. The first products that the company produced were
pencils and school supplies, but at around 1942, Hassenfeld brothers became a toy
company. Shortly after World War 2, in 1952 the company had found their first
popular toy, the Mr. Potato Head we all know of today. Soon, they adopted the
name Hasbro Industries, and had many more successful toys that became popular
over the years. Hasbro Industries pioneered the concept of adaptation in the toy
industry, the best example of this is when the Vietnam war happened in 1969, they
changed their wildly popular toy G.I Joe, to be less militaristic, and more
adventurous in order to adapt to the negative change in customers’ perception of
militarism. Eventually, during the 1980s Hasbro had become a huge company and
started buying other businesses, namely, Hasbro bought Tonka Corporation in 1991
as well as Parker Brothers, the creator of Monopoly. From then on, Monopoly

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slowly but surely became one of the most sold, and widely known board games in
history. Monopoly is based on Lizzie Magie's 1903 game The Landlord's Game,
which was designed to show that an economy that rewards individuals is better
than one in which monopolies control all of the wealth and to promote Henry
George's economic views, particularly his taxation concepts. (Hasbro, 2020)

1.2. Company’s Products and Brands.

Hasbro has a staggering amount of both products and brands, unparalleled by

any other corporation. MAGIC: THE GATHERING, NERF, MY LITTLE PONY,
TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, DUNGEONS &
DRAGONS, POWER RANGERS, PEPPA PIG, and PJ MASKS are among their 1,500+
brands. Moreover, Transformers, G.I. Joe, Power Rangers, Rom the Space
Knight, Micronauts, M.A.S.K., Monopoly, Furby, Nerf, Twister, and My Little
Pony are among the company's goods. Hasbro also produced television shows
to advertise their products, such as Family Game Night on the Discovery Family
network, a joint venture between Discovery, Inc., and Hasbro.

1.3. Product.

The product we chose out of Hasbro’s products is Monopoly since it’s one of the
most well-known and entertaining board games in history.

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 2. Situational Analysis
2.1. Levels of Competition
2.1.1. Product Form Competition:

They are products that have same value and features. (Twins)

Ex: Bank El Haz, it’s the Arabic version of Monopoly.

2.1.2. Product Category Competition:

They are products that have similar features. (Brothers and Sisters)

Ex: Battleship, it is a similar board game but with different game goals.

2.1.3. Generic Competition:

Products that satisfy the same customer needs. (Cousins)

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Ex: UNO, it’s a card game that has completely different features and targets another
audience; however, satisfies the same need.

Commented [1]: Incorrect example as Uno is in the

same product category as Monopoly. You can mention
any other entertainment solution such as horseback
riding, playing tennis, or, watching Netflix

2.1.4. Budget Competition:

Products are competing for the same budget. (Neighbors)

Ex: A meal from Sizzler, it has the same price.

Examples of levels of competition:

Budget competition

Generic competition

Category competition

Bank El
Haz

Battle Products
5
ship
form
 The game of life

Sequence

2.2. Country

2.2.1. Aggregate category factors:

1. Category Size: Monopoly doesn’t have a large market as it has almost little to
no competitors. In addition to that, the customer who play these types of
games are not well informed about it which makes its current category size low. Commented [2]: You should reflect on the whole
industry rather than on how well Monopoly is doing.
2. Category Growth: Monopoly is a fast-growing product as it basically supports
high margins, sustains yearly profits, and recently attracts competitors as well
as customers. Commented [3]: You should reflect on the whole
industry rather than Monopoly’s growth.
3. Product Life Cycle: Monopoly is in the maturity stage since it has a relatively
stable sales and low growth rate.
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 4. Seasonality: Monopoly has high seasonality as its sales increase in summer
since in summer people tend to spend their free time playing board games.
5. Profits: Monopoly is highly profitable as they have little competitors, so they
get to set its own terms and prices.

2.2.2. Category Factors.

Porter's Five Forces Analysis is a framework that helps you analyze the level of
competition within a particular industry. This is especially useful when starting a new
business or entering a new industry. Competitiveness is not just from competitors.
Rather, the competitive state of the industry depends on five fundamental forces:
threat of new entrants, bargaining power of suppliers, bargaining power of buyers,
threat of substitute products or services, and existing industry rivalry (De Bruin, 2016)

1. Threats of Substitutes

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The threat of substitutes for monopoly is quite low, since the concept of the game is
unique, and there are no significant competitors, or similar games with a large enough
market share to become a substitute. Commented [4]: You should mention indirect
competitors such as other ways by which groups can
engage in activities, such as using Netflix
2. Threat of New Entrants
- Economies of scale: operating expenses for 2021 were a 14% increase from a
2020, although producing big quantities cheaper than others is being achieved
by Hasbro slowly, because of its long history of production in the industry Commented [5]: What is your reference?

- Product Differentiation: Monopoly has become one of the biggest brand name
of games in the world, its reputation is great worldwide.

In a nutshell there is little threat of new entrants, so it’s an attractive factor.

3. Buyer Bargaining Power

Substitutes are not available for monopoly, and the product is differentiated from
others, so customers are not able to really put the company under pressure. The
buyer bargaining power is low.
Commented [6]: But you earlier said that it has an
Arabic version which competes with it on the product
form level. This is accordingly inaccurate.

4. Rivalry Among Existing Firms

The most important factor in determining the profitability of an industry is the level
of competition between companies that are already competing in the
industry. There is little to no competition for monopoly, the difference
between products in the industry is very high. This makes it very attractive.

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2.2.3. Environmental Factors

According to the University of Sydney (2022), a PESTLE analysis is a tool used to Commented [7]: Is this the author? Revise.

understand the industry environment, and it allows the company to analyze

different factors that can impact the business. Moreover, it helps with identifying
the threats in the SWOT analysis.

1. Political Factor

The political environment has negative effects on Monopoly because them

entering in different countries with high taxation level will affect their profits.
Changing government policies also negatively affects Monopoly since it affects
environmental uncertainty. Furthermore, it’s extremely important to understand
the political systems of the countries they will enter because if the company
enters a market with a failed political system this will threaten the organization’s
sustainable development.

2. Economic Factor

Monopoly products are directly influenced by currency exchange rate. The higher
the currency exchange rate of Egypt, the greater its effect on Hasbro Inc products.
Therefore, the customer’s purchasing power and the demand will decrease
significantly. Moreover, as the unemployment rate in Egypt increases, its negative
effect on Hasbro products increases because consumers tend to not have a stable
form of income and would prefer buying fundamental daily life products rather
than an expensive board game. Commented [8]: Shouldn’t the high unemployment
rate lead to more people becoming available to play
board games? Revise.
3. Social Factor

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Social Factors have a positive effect on Monopoly products. They take into
consideration the demographic patterns such as age and try to generate different
games that are suitable to different age groups. Also, they add different types of
products based on certain trends and movies to influence a buyer’s act. In
addition, in Egypt, family time and nights are an important of the Egyptians
culture where the family will meet up and gather around playing games such as
card and board games, and this leads to am increase in the demand of Hasbro
products.

4. Technological Factor

This factor has a great effect of Monopoly products. Firstly, they use technology by
selling their products online easily and having a website that includes all products
in different countries. Most importantly they adapted to technology and created
different monopoly games for people to play online.

5. Regulatory Factor

There are certain regulations that are implemented on toys and games industry in
Egypt. The Egyptian Minister of Industry and Trade stated that any foreign
manufacturers of specific products, such as toys and games, have to register for
export with the Egyptian General Organization for Export and Import Control
(GOEIC). These products will only be allowed entry into the Egyptian market if they
are registered by the owner of the manufacturing facility or the legal holder of the
trademark in advance.

2.3. Company
2.3.1. BCG MATRIX

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The BCG (Boston Consulting Group) matrix thus offers a very useful map of the
organization's service strengths and weaknesses, at least in terms of current
profitability, as well as the likely cash flows (Adrian, Vasile, & Adrian, l. Vasile, M.
Cezar, Cezar, 2009).

Star:

Hasbro offers Marvel games and Marvel in general is known worldwide , which
earns Hasbro high market growth and high market-share.

Hasbro should invest more in Marvel games in order to increase its market share
and maintain its market position.

Question Mark:

Hasbro produces Transformers games, whether they are action figures, board
games, etc.. Transformers games have a high market growth as the movie
transformers creates a trend in a period of every 1 year to 16 months which is
why its growing. Meanwhile, only minorities are interested in transformers

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nowadays as the last transformers movie was out in 2018, which makes it less
interesting for people, consequently resulting in lowering its market share. The
company should invest more in such products to turn it from question mark to
star.

Cash Cows:

Monopoly nowadays has a high market share as the demand on it is high.

However, the market growth for board games are starting to decrease specially
for Monopoly as it has been there for a very long time.

Hasbro should harvest money from the product in the mean time to generate as
much profits as they can.

Dog:

Since basically no one heard about Hasbro’s game “ Hungry Hungry Hippo”, it has
been obvious that basically no one would like to purchase it as it is less interesting
compared to the other Hasbro games, resulting in the game having low market
share and low market growth.

Hasbro should hold and stop produucing the game as it is basically non profitable.

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2.3.2. 4Ps
1. Monopoly Product strategy:

Monopoly is a board game for two to eight players that involves real estate. The
player's objective is to stay financially capable while pushing opponents into
bankruptcy by purchasing and developing real estate. If you become bankrupt,
you're out of the game. This concept is very unique and simple, which is why
Monopoly’s target market includes people of all ages, and from all walks of life.
Moreover, the packaging itself is designed based on the chosen theme, and the
pieces used to play the game are also customed to the theme. This makes
customers more inclined to buy the theme they are into.

2. Monopoly Price strategy:

Monopoly as a board game has a huge market share, and have little competitors, so
they are able to set their own prices. The price is on the high end, since Hasbro has
portrayed its products through detailed and high quality. This portrayal makes the
perceived value of monopoly high hence why the price strategy used for monopoly
is value based pricing.

3. Monopoly Promotion/Advertising strategy:

Monopoly’s official slogan is “own it all” this portrays the competitive nature of
the game in a nice way. Monopoly also promotes its products by creating different
themes for the monopoly game, for example, a Star Wars, or Pokémon themed
monopoly board game. This attracts more buyers as fans of whatever the adopted
theme is, are more inclined to buy & play the game when its theme is their favorite

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tv/media entertainment content. This promotion happens through social media, tv
ads, their official website and etc.

4. Monopoly Place/Distribution strategy:

The monopoly game is currently sold in 117 countries all around the world, and
published in 47 different languages

2.3.3. SWOT Analysis:

Strength
● Quality
The quality of Monopoly’s boards
and tokens is better than any other
board game in the market.
● Packaging
Monopoly uses high quality
packaging materials in each and
every edition of Monopoly they
produce.
● Editions
Monopoly has a lot of different
editions and versions of the game,
and that helps the game to target
different audiences and segments in
the same time.
● Brand Name
The brand name and image of
Monopoly is one of their main
strength points. Since Monopoly
Weakness
● Price
The price of Monopoly is relatively
high compared to the competitor.
● Marketing Strategy
Monopoly’s advertising and social
media marketing are low.
● Technology
Monopoly online was not a success as
the UI, UX, and the services were
really bad.
● Place
It has a poor distribution system in
MENA region.
● Features
Monopoly’s rules can make the game
take from 60 to 90 minutes which is a
lot of time compared to other board
games. Also due to the lack of updates

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 has been in the market of board in the rules, the game is becoming old
games for so long, therefore they fashioned.
became the face of the board
games industry.

Opportunity Threats
● Social Trends ● Inflation
People get interested periodically in The Egyptian currency fell which led
certain movie characters or to the decreases of demand on
cartoons, and trends that spark up Monopoly.
randomly; therefore, Monopoly can ● Competition
use these social trends as an
Monopoly’s competitors have a
opportunity for new editions of the
cheaper price compared to Monopoly’s
game.
prices.
● Target Audience
● Technology
Most of the adults have played
Although technology is used in
Monopoly in their childhood, so
Monopoly games, the service of the
rather only targeting children,
online games was extremely poor.
Monopoly can start targeting adults
by creating their own game that
includes a lot from their childhood.

2.4. Customer
2.4.1. Decision Making Model
Family of four people: Father, son, daughter and a mother.

● Initiator: Son saw a TV ad about Hasbro’s Monopoly and he decided that he

wants to buy a Monopoly board game.

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● Influencer: The boy went to his sister to tell her about the game, then she
got interested and decided to convince their father to buy the game since
they’ll will have fun playing it.
● Decision maker: The father was a bit hesitant about purchasing the product
as it is a bit expensive when it comes to board games, but gladly he came to
the decision of buying the Monopoly board game to strengthen the family
bond.
● Purchaser: The father then gave the mother the money to go and buy the
game for their children.

● Consumer: The family as a whole played the game together.

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3. References

- The University of Sydney. (2022, 7). Marketing: PESTLE Analysis.

https://libguides.library.usyd.edu.au/marketing

- Adrian, l. Vasile, M. Cezar, B. (2009). Analysis of Service Quality Management in the

Materials Industry using the BCG Matrix Method. Amfiteatru Economic Journal. 11(26),
270-276. http://hdl.handle.net/10419/168666

- Bruin, L. de. (2020, December 5). Porter's five forces explained with examples: B2U.
Business. Retrieved June 5, 2022, from https://www.business-to-you.com/porters-five-
forces/
Commented [9]: References title shouldn’t be
numbered. Use hanging indents, and alphabetically
order your references

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