Alpha Animation and Toys Ltd is wholly owned subsidiary of Alpha [Guangdong Alpha Animation and Culture Co., Ltd}, one of the largest and most successful animation, toy and entertainment groups in Asia. Established in 1993, Alpha Group Co., Ltd. {Alpha}, has grown into one of China's largest and most successful animation and entertainment groups. Alpha has grown by leaps and bounds and established itself as a pioneer in the toy and entertainment industries globally. With the headquarters in Guangzhou, lChina, Alpha Animation and Toys LTD now have offices in Korea, Latin America, Europe [France and Netherlands], United Kingdom and United States ofAmerica, where our global hub for Design and Marketing is based. Backed with digital and television content, Alpha owns a number of exciting and strong brands, targeting children of all ages. Brands such as Screechers Wild, Drone Force, Wave Races, Wand top PreSchool line globally, Super Wings, Alpha Animation and Toys have established national brands and work with many of the top global retailers. Built on a foundation of Toys and Animation, Alpha Group is redefining the traditional toy pattern and delivering a greater play and entertainment experiences for kids of all WAnimaon and Toys Ltd is wholly owned subsidiary ofAIpha Group (Guangclong Alpha Animation and Culture Co., Ltd], one of the largest and most W toy and entertainment groups in mthe halfone nancial year 2019 sees net prot raised up to 30 percent, or to be 135.1 million yuan to 1?5.? million yuan. Alpha recently announced more brands to their portfolio coming end of 2019 and in 2020. Working with DHX Media, to create the global toy licence for its actionpacked sci competition series Massive Monster Mayhem, and with Nickelodeon, to produce a full range of toys, collectables, plush and novelty items for SpongeBob Square Pants, who celebrates its 20th anniversary in 2019. With statLLofthLLart design, _m_.=.gl_1_u_fa_ct_u_r_in_g and animation facilities, Alpha delivers unparalleled innovation and animation content, providing a strong foundation for m and licensed products for kids and their parents. Dong Cling Cai, the Chairman ofthe Board, General Manager of Alpha wishes to undertake an immediate review of Alpha's marketing penetration strategy as the government of the relevant countries has announced special program incentives and a huge budget to promote their local entertainment industry. However, he is aware of potential erce challenges from other competitors in the sector and locality. He believes that through a better understanding of its customer segments it could target its market segment more effectively. Cling Cai also believes that Alpha should use the global marketing strategy more effectively to engage with the management of WW branches, competitive strategy and the consumer behaviour and trends