|dc.description.abstract||This objective of this study is to find out the operational difficulties encountered by a toy importer, Company T, in managing physical its retail channels, and suggests innovative programs in respond to these problems. This study started out with a diagnostics stage, categorizing its channel and product lines by their basic characteristics, and analyzing its sales performance according to the categories. Results reveal that the major category causing problem is the fashionable toys selling through regular channels.
Based on the results of the analysis, the following action items are proposed. First, enhance purchasing capability, exploiting pricing power, and improve gross profit margin. Second, extend product life cycle by improving the performance or function of products. Third, achieve the expected effect of timely information exchange with channel partners, in addition to new sales and procurement processes through a B2B platform. Lastly, instantly transmit popular and fashionable product information, including video clips, to retailers to seize the opportunities of popular toy business through the self-built B2B platform.