Passion for Learning Case Analysis
Background:

Andrew Popell, founder and president of Passion for Learning, started a direct mail order catalogue company in 1994 that exclusively sold educational toys targeted at elementary-school children between the ages of 6 to 12. After sending out the company's first catalogue and receiving a disappointing .77% response rate, as well as discovering that specialty chains that focused on educational toys (such as Learningsmith, Zany Brainy, and Noodle Kidoodle) were all expanding rapidly, Popell needed to decide what strategy would fit best with the environment he was competing in.

Industry analysis:

Retail toy sales in 1993 were estimated at $17.5 billion dollars, and of those sales, approximately half were distributed amongst the five largest toy distributors – Toy's ‘R' Us, Wal-mart, Kmart, Target, and Kay-Bee. Over the past twelve years, expenditure on household toys had grown by almost 200% (from $265 in 1980 to $525 in 1992)......

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Title: Case: Pfl
Approximate Word Count: 931
Approximate Pages: 4 (250 words per double-spaced page)

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1. Case: Pfl
   

   Case: PFL. Passion for Learning Case Analysis Background: Andrew Popell,
   founder and president of Passion for Learning, started a ... ...