COVER PAGE AND DECLARATION

Master of Business Administration (M.B.A.)

Specialization: Project Management
Affiliated
Center: European International University
Module Code &
MGT5120
Module Title:
Student’s Samer Dheyaa Rifaat Sayrat
Full Name:

Student ID: EIU2020682

Word Count:
Date of 21-Nov-2022
Submission:

I confirm that this assignment is my own work, is not copied from any
other person's work (published/unpublished), and has not been previously
submitted for assessment elsewhere.

E-SIGNATURE:

DATE: 21-Nov-2022

EIU Paris City Campus

Address: 59 Rue Lamarck, 75018 Paris, France | Tel: +33 144 857 317 | Mobile/WhatsApp: +33607591197 |
Email: paris@eiu.ac

EIU Corporate Strategy & Operations Headquarter

Address: 12th Fl. Amarin Tower, 496-502 Ploenchit Rd., Bangkok 10330, Thailand | Tel: +66(2)256923 &
+66(2)2569908 |

Mobile/WhatsApp: +33607591197 | Email: info@eiu.ac

 Table of Contents

Introduction...............................................................................................................................3

Schools of Strategies..................................................................................................................3

School of design.........................................................................................................................3

School of planning....................................................................................................................3

School of Positioning................................................................................................................3

School of entrepreneurship......................................................................................................4

Cognitive school........................................................................................................................4

School of Learning....................................................................................................................4

School of
Power.........................................................................................................................................4
School of culture........................................................................................................................4
School of surroundings.............................................................................................................4

School of configuration............................................................................................................4

Just Toyz School of Strategy....................................................................................................5

Competitive advantage strategy for Just Toyz..........................................................................5

Recommendations on short-term and long term goals............................................................7

Recommendations for short-term goals....................................................................................7

Change in the website................................................................................................................7

Social Media Integration...........................................................................................................7

Cost Reduction...........................................................................................................................7

Employee Incentive program....................................................................................................8

Improving customer experiences..............................................................................................8

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Recommendations for Long term goals....................................................................................8

Increase in stakeholder's wealth...............................................................................................8

Expansion..................................................................................................................................9

Increase Brand awareness and positioning.............................................................................9

Strategic Plan of Just

Mission Statement....................................................................................................................10

Vision.......................................................................................................................................10

SWOT Analysis........................................................................................................................11

Strengths..................................................................................................................................11

Weaknesses..............................................................................................................................12
Opportunities...........................................................................................................................12
Threats.....................................................................................................................................13

Goals........................................................................................................................................14

Summary of the Strategic Plan Just Toyz’s............................................................................16

Conclusion...............................................................................................................................16

References...............................................................................................................................17

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1- Introduction

The Just Toyz Design School will serve as the primary focus of our investigation. Just Toyz
will be provided with both short-term and long-term growth objectives as a direct result of this
investigation. In conclusion, the business plan for Just Toyz includes an executive summary, a
mission and vision statement, a SWOT analysis, and SMART objectives.

 Strategies

The organization utilizes a variety of strategies in the process of formulating and carrying out
its strategy. They help a company figure out where they want to go and how they want to run
their business by advising and guiding the company. The following instructional approach is
now up for discussion:

 The Design School

This institution was built on a series of well-considered judgments due to rigorous thought and
analysis. Its strategy is based on the potential of both internal and external environmental
components (Cardoni et al., 2018).

 School of Planning

According to the design school, planning is about the methods and processes of preparing for
the future. Each goal is divided into smaller, more achievable portions, and strategies are
developed with this in mind. The job is well-structured and scheduled, and each task has a
deadline (Cardoni, et.al, 2018).

 School of positioning

This school of thought emphasizes the market's ability to position itself for long-term profits.
To attain this purpose, a competitive strategy for competitive advantage is designed. They also
include a list of their competitors (Cardoni et al., 2018).

 School of Entrepreneurship

At this institution, leaders with a clear vision and goal for their organization, as well as personal
insight to assist build the best potential business tactics, are well-known (Adhiambo, 2018).

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  Cognitive school

This school concentrates on the individual strategic focus, and the organization of the
strategies is in mind rather than appropriately planned or documented. Their strategies are
considered incremental, and they continue with past experiences ((Adhiambo, 2018).

 School of Learning

The school of strategy is involved in the learning process with its experiences and formulates
the strategy accordingly (Adhiambo, 2018).

 School of Power

The school of strategy focusing on power leaders such as political influence and the
influence of union leaders and workers significantly impacted their strategy making
(Adhiambo, 2018).

 School of culture.

Society's culture and organizational values influence the school for a strategy. The strategy
formulation is devised, keeping in view the different factors of the organizational core values
(Adhiambo, 2018).

 School of surroundings

The school of strategy focuses on the situational analysis of the organization. It concentrates
on the environment more often to make the required changes (Demir et al., 2017).

 School of configuration

This school organizes and plans the strategies well, and they configure their strategies with
well-planned analysis and evaluation of the business environmental factors (Demir et al.,
2017).

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  Just Toyz School of Strategy
For Toyz's growth, the school of strategy that best suits will be planning school. As the planning
school will formulate the strategies by analyzing different external and internal factors, it will
break down the different planning steps and analyze them carefully to devise the strategy. Just
Toyz, which has already positioned itself in the market of Japan and the United Kingdom in
less time, should focus on the planning school of strategy. A business consultant will devise
the strategic plan, and the CEO will approve it happens in the planning school. Furthermore,
processes like SWOT analysis, scenario planning, and competition planning in which the
competitive strategy is devised, each step is analyzed, and the strategy is formulated (Firoz, et
al., 2019). This strategy will enhance Just Toyz's strategy and formulate practical strategies to
help Just Toyz grow in the market.

2- Competitive advantage strategy for Just Toyz

Businesses are in the race to achieve a competitive advantage, which means that they want to
move ahead of their competitors and devise a strategy from which they can create an edge that
will move them up the ladder in the market and beat their competitors along the way. However,
companies are looking for a sustainable competitive advantage that will allow them to sustain
in a call and have a competitive advantage (Haseeb et al., 2019).

Just Toyz is also seeking a competitive advantage in their international markets, such as in
Japan and United Kingdom. For this purpose, porter's generic competitive strategies should be
considered. Porter introduced three main strategies: cost leadership, differentiation, and focus
strategies (Semuel et.al, 2017). The strategy that Just Toyz should be adopted to gain a
competitive advantage is a differentiation focus strategy. Cost leadership will not be effective
as the lower prices on toys are already offered on online platforms such as Amazon and Tesco.
This will not create a competitive advantage impact on the business. However, differentiation
and focus strategies, if combined to form a differentiation focus strategy, will help Just Toyz
to achieve a competitive advantage (Semuel et al., 2017).

For instance, just for Toyz has chosen a focus differentiation strategy for the educational toys
of the children and will target that particular category such as from age one to age five
particularly and will apply unique designs and ways in their toys that will enhance the learning
and educational capabilities of the children. This will allow Just Toyz to form strong bonding
with the target segment and create a bridge between this market and their remaining segments;

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hence, give will enable them to increase their revenues and enhance their brand image.
Furthermore, this strategy will create a value-added experience for the users. For instance, in
the COVID-19 pandemic, where the schools are closed in these two regions or if they are open,
they have sent the notices to the parents that if they have health and safety concerns, they can
allow their child to receive education online or coming to school on random days. The age
group from one to five needs to develop their learning capabilities and get intelligence while
playing with the toys. For this purpose, Just Toyz will focus on this segment for the educational
toys made from puzzles to toys that will be attractive and will not harm the children while
increasing their intelligence.

This segment will also boost the segment of those school children restricted from education
due to pandemics or that are least interested in studies. The unique and innovative toys from
Just Toyz will increase the chances of more sales and increase their brand image in that
particular segment. Most of the online toy wholesalers do not target this segment well, and
they are selling toys to all the segments at low prices or of high quality. This will increase the
parents' awareness that a Toy wholesaler specializes in educational toys, especially from one
to five. This will increase the profitability of Just Toyz and will generate customer loyalty. As
the customers are interested in the children's education while they are growing up and children
are fond of toys, this dual need of the children and parents will be focused through the
differentiation-focused strategy that will enhance the growth of Just Toyz. It will eventually
build the positioning of educational toys in the market. Hence, they will gain a competitive
advantage.

This strategy can be marketed through social media advertising, reaching the maximum
number of parents concerned with these types of toys (Mohamed et al., 2017). Also, Just Toyz's
existing website will sell this strategy, and the retailers will be attracted to it as the demand for
such toys increases with time.

3- Recommendations on short term and long-term goals

 Recommendations for short-term goals

Short-term goals are the goals to be accomplished within a short period. For instance, Just
Toyz's short-term goals will be aimed for two years. The short term goals can be:

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  Change in the website

This short-term goal will use the integration of artificial intelligence to enhance the user
experience. This feature will allow Just Toyz to gain the user preferences and the retailer
choices they make when going through the different categories of toys on the website. The
most frequent searches and the most demanded toys will provide Just Toyz's insight to make
their plans accordingly. This will also improve the website user experience; hence, this short-
term goal should be achieved with efficient resources and implementation.

 Social Media Integration

This short-term goal will be to increase the social media presence by creating and growing the
fan-following pages of the business. The platforms focused on for this purpose will be
Facebook, Instagram, and Twitter. Facebook is a social media platform that has influenced
several businesses regarding their growth and increase in market share. Through Facebook
advertising, Just Toyz can reach potential customers and target the interested segments in their
products (Hoque, et al., 2018).

 Cost Reduction

This short term goal is aimed to reduce the cost of the business. For instance, the automation
technology of assembling the toys will significantly impact the cost reduction if implemented
to make the toys. It will minimize human error as it will not require the number of workforces
to work on the assembly. Furthermore, it will help Just Toyz control its operational costs
(Hoque, et.al, 2018).

 Employee Incentive program

Just Toyz's short-term goal should be to launch an employee incentive program that will
motivate the employees to meet their targets positively. In return, they will be provided with
bonuses and promotions. This will significantly impact the performance of the employees and
help Just Toyz build a strong team that will provide value to the business (Hoque, et.al, 2018).

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  Improving customer experiences

Just Toyz's short term goal is to aim for the improvement in the customer experiences. This
can be done by integrating Chabot's in their website that will provide 24/7 assistance to Just
Toyz's customers. Furthermore, the customer services will be operational 24/7 through the
rotation of shifts, allowing customers to answer their queries and consult about the different
products. Moreover, the fast delivery services and high quality will enhance the customer
experiences and satisfaction levels (Hoque, et.al, 2018).

These goals can be achieved through a SMART goal, which stands for specific, measurable,
achievable, relevant, and timely. All the goals objectives are linked in a series in these five
categories and monitored as the time proceeds

 Recommendations for Long term goals

Long-term goals are the goals that are aimed to be accomplished over a long period. For
instance, Just Toyz's long-term goals will last ten years. The Long term goals can be:

Increase in stakeholder's wealth

Stakeholders can be referred to as those with a stake or interest in the business. For instance,
the Just Toyz stakeholders are the owners, customers, investors, and the society in which they
operate. The long-term goal is to increase the owner's and investors' wealth, improve the
customers' positive experiences, and behave responsibly towards society. For this purpose,
social responsibility practices can be performed. For example, using fewer plastics in the toys
improves the environment (Majama, et.al, 2017).

 Expansion

This long term goal of Just Toyz should be to expand their business. For instance, they are
currently dealing with two countries: Japan and United Kingdom. They should focus on the
United States and China as they are the top markets selling with the toys and have many
potential customers, creating more opportunities for Just Toyz to grow.

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  Increase Brand awareness and positioning

The long term goal of Just Toyz is to increase brand awareness and its brand positioning. This
can be performed through social media advertising, search engine optimization, through the
creation of infographics and 3-D images on the website, to design and develop the toys that
best suits the desires of the children, through maintaining the quality of the products and to
enhance the customer experiences and their level of satisfaction (Majama, et.al, 2017).This will
also help Just Toyz to gain market share and to increase its market size. It will give them loyal
customers and attract more talented employees towards Just Toyz.

4- Strategic Plan of Just Toyz

Just Toyz is an online wholesale toys business operating for the past three years with handsome
revenues and profitability. However, Just Toyz has to devise a strategic plan for the company's
growth. In the strategic plan, the mission statement of Just Toyz is discussed with the vision
statement. The strategic plan will allow Just Toyz to achieve a competitive advantage through
the focus differentiation strategy on the age one to five for educational toys. Furthermore, the
strategic plan will discuss Just Toyz's SWOT analysis that will mention Just Toyz's strengths
such as a wide range of toys, online business, established business, and high quality. The
weaknesses include the lack of competitive advantage and lack of long term and short term
goals. The opportunities include the changes in the website, innovation, social media presence,
and the pandemic of COVID-19 that has created an opportunity for the toymakers. Just Toyz's
threats include the increase in the competition and low prices offered by its competitors. In the
end, the goals of Just Toyz will be discussed through the SMART objectives.

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Mission Statement
Just Toyz's mission is to fulfill the children's desires and dreams that they imagine in their
fantasies. This will be provided through joyful and educational toys. Just Toyz will inspire their
innovation and imagination. Just Toyz will influence them to be better and responsible people
and motivate them to be safe and healthy to be prepared for a better future. Just Toyz will achieve
this by providing high-quality innovative and creative toys that will positively impact the
children; it will make them happy, which will positively impact their personality. Just Toyz aims
for high-quality toys for precious children that will add value to their lives[ CITATION Dem17
\l 1033 ].

Vision
The vision is to be the world's most renowned and significant online toy wholesaler for children
and their loved ones.

SWOT Analysis

To formulate the strategy to achieve the mission and vision of the company, we need to perform
the SWOT analysis of Just Toyz. SWOT analysis will give us an insight into our strengths,
weaknesses that will deal with the internal capabilities and opportunities and threats that will
deal with Just Toyz's external capabilities. SWOT analysis will provide Just Toyz with a clear
direction of their positives and negatives to proceed with the strategy formulation by keeping
all the factors in mind.

The SWOT analysis of Just Toyz is discussed below:

Strengths
Weaknesses
Variety of Toys
Lacks competitive advantage
Established Business
Absence of Long term & Short term Goals
High Quality
Research and development
Selling Online

Just Toyz provides a variety of toys for all age groups and segments. They have a wide range of
toys for retailers and direct customers. The capacity to meet the customers and the retailers'
desired demands are the most significant plus point of Just Toyz and the reason for their success
in the last three years. Moreover, Just Toyz is not a new business that will enter the toy industry.
It has been operating as a toy wholesaler for three years with great success in terms of
profitability and revenue collection. This will allow Just Toyz to proceed further from this point,
which means they can improve themselves by developing effective strategies.

Furthermore, being a wholesaler toymaker selling online is Just Toyz's biggest strength. The
online presence of a wholesaler from Thailand will be the most attractive factor for the customers
and retailers. Moreover, they provide high-quality toys and accessories to their customers and

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retailers, giving them the strength of being an online wholesaler high-quality toy provider
(Galabova, 2019).

Weaknesses

The main weakness of the Just Toyz is that they lack a competitive advantage in the market. It
is essential to gain a competitive advantage and lead the business from the top to move ahead
of the competition. This requires strategy formulation and detailed planning with effective
implementation of the strategy. Unfortunately, Just Toyz lacks the competitive advantage
strategy and cannot achieve the competitive edge that will distinguish it from the rest of the
competitors. Moreover, Just Toyz lacks clear direction of long term and short terms goals, and
without these goals and objectives, it is challenging to achieve the mission and vision of the
company. Furthermore, the company lacks the research and development department and should
also concentrate on that area.

Opportunities

Just Toyz is operating through an online website; the foremost opportunity is to change the
website and make it more user-friendly. This can be done through the changes in the landing
page and with AI (Artificial intelligence) integration that will enhance the user's experience.
The website's layout can be devised in a category of toy form such as division through age and
gender of the children.

Moreover, Just Toyz has an opportunity to devise innovative strategies in their product designs
that will enhance the business image. Innovation can be performed, such as customizing toys
through their website. For instance, a child wants a sports car. When the parent selects the
customized option, this will give them the choice of color first and then will display different
shapes; after choosing the body, the parent or guardian that is assisting the child will be directed
towards the option of electronic car or manual car, in this way the innovation can prevail in the
business that will have a positive impact on the users and they will prefer Just Toyz.

Furthermore, Just Toyz has an excellent opportunity to market its business through social
media platforms. The increase in the social media presence will create more awareness of the
company and hence will facilitate the growth of the business.

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The other foremost opportunity for Just Toyz in the COVID-19 pandemic has led the schools and
colleges to shut down due to health and safety concerns, and the children are restricted from going
to parks and the public places due to the social distancing. This has created an opportunity for
Just Toyz to sell more toys for the children to spend their time happily at home.

Threats

The main threat for Just Toyz is that the competition in the toy industry is increasing with time
and there are fewer barriers in the sector, specifically when dealing on the online platform. This
will pose a threat for Just Toyz as they cannot take the competition lightly at any stage and thus
must be responsive towards their external business environment. Moreover, the low prices that
are offered by its competitors can pose a threat for Just Toyz, and this is due to the ease of doing
business online that reduces most of the cost for the business operations, leading the companies
to offer competitive or low prices such as the price of toys on the Walmart, Amazon and Tesco
websites reflects the competitive and low pricing of the online platforms (Helms & Nixon, 2010).

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Goals
There are short term and long-term goals that are associated with Just Toyz. The goals are presented in SMART
goals to give a clear direction to the Just Toyz. The SMART goals with long-term and short term vision are
discussed below:

The goal in the mind

How can you measure progress and know if you’ve successfully met your goal?
M

The progress can be measured through the financial statements of Just Toyz and the performance
reports. These reports will display the business's profitability, and operational
MEASURABLE performance is monitored and controlled accordingly through variance analysis. However,
customer service improvement and customer experience can be evaluated through customer
feedback and the website's traffic (Morgan et al., 2020).

Do you have the required resources to achieve the goal?

A

Yes, these goals are achievable, and Just Toyz has the required resources, such as It specialists
who continuously engage with the website development and make the website user-friendly.
Moreover, the strategists have devised a focus differentiation strategy for the year one to five
with educational toys. For this purpose, the designers, innovators, and engineers are hired, and
they have enough expertise to shape the toys for educational purposes while keeping
ACHIEVABLE the children's preferences in mind. Furthermore, the marketing team can operate on social media

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 Platforms and have the expertise to reach the targeted audience. For all the above reasons,
increasing the shareholder wealth via expanding the firm's profitability and providing excellent
R customer service is achievable (Morgan, et al., 2020).

Why has the goal been set? Is it aligned with the overall objectives?
The goal has been set to increase Just Toyz's brand awareness and positioning and align with the
overall objectives. As the achievement of the short term goals such as changes in the website,
improving the customer service, increasing the social media presence, reduction in
RELEVANT the costs will automatically achieve the long-term goals such as an increase in shareholder
wealth, customer satisfaction, and business expansion as the business grows (Morgan, et.al,
2020).

T What’s the deadline, and is it realistic?

TIME-BOUND The deadline of the initial goal in mind is five years from now, which will be till January 2026.

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Summary of the Strategic Plan Just Toyz’s

Conclusion

To conclude, Just Toyz is following the school of planning and deals with its strategies with a well-
planned and organized way. Moreover, to gain a competitive advantage, they should concentrate on the
focus differentiation strategy from one to five children for educational toys (Gurd, et.al, 2017)
Furthermore, Just Toyz should organize their short-term goals to achieve their long term goals. Their
short-term goals, such as employee incentive programs, social media integration, and changes in the
website, will facilitate their long-term goals, such as customer satisfaction, shareholder wealth
maximization, and business expansion. All these are presented in a strategic plan that consists of SWOT
analysis and goals achievement through SMART goals.

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