case study of G5 doll essays

case study of G5 doll essays Jenny Baker is the owner of G5 dolls, which are produce by the Get Set Club Company in Philadelphia. Before she ran this business, she borrowed $120,000 from her mother a further $250,000 from the bank. After the bank approved the loan in January 1999, she contacted the Hong Kong manufacturer to produce the G5 collection. So she could display her products at the American International Toy Fair in February 1999. G5 collection is female dolls similar to Barbie dolls that belong to the Mattel Company. The G5 range of dolls was designed in 1997 to have a realistic body style and facial feature based on real people. They are divided into 5 characteristics : an African-American, an Asia-American, a Latin-American, a blonde, and a redhead. They were also typical of several trends in the doll business : more ethnic dolls, natural-looking bodies, and casual teenager wardrobes. The advantage of G5 dolls is that their arms and legs are flexible while the strong competitor- Barbie dolls have limited movement only. Before Ms Baker launched the G5 doll collection on the market, she produce the product Happy to Be Me. But it was not successful because the Mattel Company, Barbie dolls, had such a strong hold on the toy distribution companies. Besides, Happy to Be Me were not so attractive. Thus, Ms Baker was now trying very hard to avoid another failure. Her target was to produce a range of dolls to be very attractive with natural proportions that would appeal to both parents and children. Baker had an idea to develop her product G5 dolls by interviewing her target groups, mostly, mothers and daughters. These groups suggested that G5 dolls legs were too short for a doll although the G5 doll was actually proportional to the average bodies of real people. Ms Baker followed the indication of her target group by elongation their legs. As a result of this, her target groups were accepted the modification and were th...