Russia, which represents the largest part of the former Soviet Union, offers a significant market to those manufacturers willing to take on the challenge of marketing to the former communist population. Following the changes that resulted in the breakup of the Soviet Union, there has been a remarkable opening of Russian markets to capitalism, and an invitation to international companies to conduct business. This influx of capital is needed to provide economic growth as the country struggles to replace centralized bureaucracy with capitalism. This research examines a possible marketing program for one such consumer product, Disney toy characters.
The product that will be sold in Russia is actually a collection of plush toys. These toys are the various Disney characters made popular in various Disney animated films. Initially, those characters with the most popular appeal will be offered, with additional entries being added as promotional activities support. Specifically, Mickey Mouse, Minnie Mouse, and Donald Duck will be offered. In addition to being well-supported by animated films that are available in videocassette in Russia already, these figures are animals and easily represented (and already manufactured) as stuffed animals.
Because these particular figures already enjoy great success in other parts of the world, manufacturing schedules can be increased in order to meet the demand for Russia. There will be no design or set-up cost associated with the project because the facilities are already in place and able to produce additional units. Long-term plans for supporting the Russian market will call for additional facilities to be built, most likely in Russia and most probably in the Moscow area. In addition to cementing relations with the Russian authorities by providing needed jobs and capital to the area, such a facility would decrease the logistical costs associated with transportation and importing goods into R...