Build-A-Bear Workshop SWOT Analysis
Here is a detailed SWOT analysis of Build-A-Bear Workshop covering strengths, weaknesses, opportunities and threats.
Build-A-Bear Workshop Strengths
- The company has created a lot of sub-brands and expanded their reach to zoos and such other places
- In terms of product offerings, the company has also expanded to gift cards, clothing accessories etc so as to reduce its dependence on teddy bears
- Presence of stores all across the USA and other countries with over 400 stores worldwide. This coupled with the opportunity to order online means they have a very good distribution system
- Advertising to increase brand awareness through commercials and short feature films
Above are the strengths in the SWOT Analysis of Build-A-Bear Workshop. The strengths of Build-A-Bear Workshop looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Build-A-Bear Workshop Weaknesses
- ”Create your own animal” statement has created a lot of legal problems for the company
- The company must keep up with changing consumer preferences. Hence, the shelf-life for the toys is short
These were the weaknesses in the Build-A-Bear Workshop SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Build-A-Bear Workshop Opportunities
- To leverage its brand name and expand its reach further outside the US
- To leverage the characters used in games etc. given theincrease in animation as they have done with “Angry Birds”
- Use media like animated commercial movies for promotion
Above we covered the opportunities in Build-A-Bear Workshop SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Build-A-Bear Workshop Threats
- The electronics companies are slowly taking over the “gift” market
- Moving preference of children towards more electro-mechanical toys
- Threat posed by Chinese manufacturers in the toy market
The threats in the SWOT Analysis of Build-A-Bear Workshop are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Build-A-Bear Workshop SWOT analysis.
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About Build-A-Bear Workshop
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Build-A-Bear Workshop Overview | |
|---|---|
| Parent Company |
Barclay and Manoil Manufacturing Company |
| Category |
Toy Brands & Manufacturers |
| Sector | |
| Tagline/ Slogan |
Where Best Friends Are Made |
| USP |
Personalized bears |
| Build-A-Bear Workshop STP | |
| Segmentation |
Children |
| Target Market |
Girls (5-16 years) from the upper middle class |
| Positioning |
Allows children to make their own mascot |
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