... profit and the benefits of shareholder. In order to achieve this, Jingle Bell has made a range of strategies and objectives in terms of production, personnel and marketing areas. EVOLUTON OF THE PLANS I. Marketing Jingle Bell's initial objective in marketing was to successfully fit into the focused niche market with a stable market share. * Pricing Strategy & Marketing Research Before the beginning of the business, Jingle Bell has made the specific market research. It shows that due to the low cost of the materiel there is a great profit margin in this new toy market. In the existing market, nearly all the companies which provided similar products focused on the middle or cheap price market. The average price of the market was around £1.35 (AJAX) and 1.90(ZORO). Based on a range of survey and research in customers and competitors, Jingle Bell identified there was a potential demand for a niche ...

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