Export marketing strategies Of Hong Kong toy manufacturers

Abstract

Hong Kong is the world's largest exporter of toys as a result of dramatic growth since the early 1950s. By 1986 the toy industry was the territory's third largest industrial employer and fourth largest export earner. This paper examines the marketing strategies that the seven largest toy firms. each with annual sales in 1986-87 of well over US$12.5 million, have employed since they were founded and shows how the use of different marketing strategies in response to changes in the industrial environment has enabled them to continue growing. Current problems in the industry are reviewed and possible future strategies discussed.