RESEARCH ON MARKETING STRATEGIES OF TRENDY TOY ENTERPRISES BASED ON THE AHP–SWOT ANALYTICAL MODEL: A CASE STUDY OF COMPANY A

Abstract

The objectives of this study are: 1) To identify and quantify A Company’s internal strengths and weaknesses and external opportunities and threats that influence its marketing strategy, 2) To determine the relative importance (weights) of these SWOT factors using the AHP–SWOT analytical model, 3) To construct a strategic coordinate system and identify A Company’s optimal marketing-strategy orientation, and 4) To develop appropriate marketing strategies and supporting measures that align with the company’s core challenges, including IP dependence, financial pressure, regulatory risk, and competition from Pop Mart. This research adopts a quantitative design. The population consists of experts and practitioners in the trendy-toy and trading-card industry, while the sample comprises 50 experts from five professional fields, selected through purposive sampling. Data were collected using a structured AHP questionnaire with a seven-point pairwise comparison scale, and analyzed through hierarchical weight calculation and consistency verification to derive factor weights and composite intensity values. Statistical techniques employed include descriptive analysis, AHP hierarchical weighting, and SWOT strength synthesis to determine the company’s strategic orientation and corresponding marketing solutions.

          The research results show that: 1) A Company’s marketing strategy is influenced by multiple internal and external factors. Its main internal strengths include efficient production systems, strong supply chains, and broad distribution networks, while weaknesses involve high IP dependence, weak brand communication, and product homogenization, 2) The AHP–SWOT analysis indicates that external threats hold the greatest weight, followed by internal weaknesses, external opportunities, and internal strengths. Key influential factors include Pop Mart’s monopoly potential, regulatory risk, and financial pressure, 3) The strategic coordinate model identifies the WT (conservative–defensive) strategy as the most suitable, emphasizing risk reduction, cost control, and operational stability, and 4) The recommended strategies include compliance-oriented product adjustments, cost optimization through selective channel contraction, and defensive competition focusing on user retention and financial discipline.