What analysis can you do about the evolution on the sales?

What would be the strengths and weaknesses you detect on the portfolio?

Make a summary of strengths and weaknesses

What should we do with Imaginarium?

In which products should we focus the commercial strategy?

What strategy should the company follow to correct the main problems detected?

13:29 Amore Mio CASE EDUCA - copie.doc 1. Introduction EDUCA-BORRS SA is a company with over fifty years of history dedicated to the world of educational toy. Its "new" production facilities as well as the main "head quarter" are located in the industrial area of Poliny since 5 years ago. Founded in 1947 by Victor EDUCA-BORRS, EDUCA- BORRS History, SA is a reflection of the changing times. Its history is closely linked to the history of toys industry in Spain. From the tin toys and wooden carousels, puppets toys... it has been a profound evolution. Materials, styles, shapes, producing technologies... huge changes in a miniature world. THE PRODUCTS Main lines: -Screen-printed cardboard puzzles - Wooden toys for babies 0-2 years - Wooden toys for toddlers 2-5 years - Wooden toys for children from 6 to 10 years old - Games for adults and teens The company designs and distributes under other brands, other products manufactured in Asia, in other lines of materials: - Magic products under the Borrs brand. - Other products under the NINCO brand, with electronic components, which complement the previous age ranges (from 2 to 10 years). THE DISTRIBUTION In Spain, the company distributes through a team of salespeople who focus on large customers and purchasing centers, which sell to - Large clients: Toys R Us, Eureka Chain, Abaccus, Corte Ingls, Carrefour ... - Small family retail chains - Amazon and other online retailers The products are distributed mainly in Spain, although for several years the company has started an export line of its own brands or private labels. The key at this point is the Aragonese chain Imaginarium, with great international expansion, for which Educa manufactures 4 products: - Dress up the Bear - Castidiver - The Citywire - Picapoc 13:29