Industry Analysis: Competitor Analysis

Industry Analysis: Competitor Analysis

Voltree Company: Circuit Tree Bioenergy Science Kit

  • Voltree Power is a company that majors in the production of Energy from non-animal organisms.
  • The company has ventured into new market areas by producing Circuit Tree Bioenergy Science Kit.
  • This kit is to help children to learn stem that refers to Science, Technology, Engineering, and Math respectively.
  • The kit utilizes the natural aspect into consideration to improve the mental and physical health of the children (Voltree Power, 2015).
  • The company argues that the idea behind the development of the kit is to improve the learning of science by providing a natural lens for learning it.
  • The kit aims to improve the imagination and in expand the vision of the world of the learners as a place that can be interrogated, altered and understood by the learners and the teachers.
  • The kit is also believed to help in generating scientists who have a passion for sustainability.
  • Voltree will experience competition from traditional educational toy makers such as LeapFrog Inc., Roominate, Edmund Scientifics and Mega Brands Incorporate.
  • However, the company will have a competitive advantage over these companies due to the incorporation of technology in its brand compared to most of the traditional educational toys (Strauss, 2012).
  • Circuit Tree Bioenergy Science Kit incorporates a sense of nature which might be appealing to children which lacks in other traditional toys (Voltree Power, 2015).


Summary of Market Analysis: Competitor analysis

Factor Roominate LeapFrog Incorporate Edmunds Scientific Mega Brands Incorporate
Target Company Revenue ·         $500, 000 by end of 2013 ·         $82, 931 in 2013 (LeapFrog Enterprises Inc., 2013) ·         $120 million sales in 2012 $ 4 Billion in the year 2013
Locations to sale ·         Company website

·         Amazon Stores

·         Brooks Brothers

· online store

·         App Center

·         Wal-Mart stores incorporate

·         Toys “R” Us incorporate

·         Target Corporation

·         Internationally, the company has distributors in South Africa, United Kingdom, Canada and France

·         Edmund Scientific website

·         Amazon Stores

·         eBay

·         Mega Bloks website

·         Amazon Stores

·         Toys “R” Us incorporate

·         Argos stores

·         Wa-Mart stores

Product lines ·         Roominate Studio

·         Roominate Chateau

·         Roominate Architect

·         Roominate Circuits

·         Roominate Estate

·         Roominate Activity Guide

·         Learning tablets

·         LeapTV

·         Learning toys and DVDS

·         Leapreader reading and writing systems

·         eBooks

·         LeapPad Glo Learning Tablet

·         Scientific themed toys

·         High-tech gadget

·         Biology Discovery Kits

·         Earth Science Kits

·         Chemistry kits

·         Kitchen Chemistry

·         Medical Science kits



·         Ride-ons

·         Mega Play

·         Junior Builders

·         Idea Builders

·         Power Rangers

·         World Builders

·         Barbie

Promotions ·         No promotions ·         Provide gifts cards ·         Offer scientific gifts

·         Offer gifts for dads to children (Scientifics Direct Inc., 2014)

·         Offer funding to community

·         Gives Mega Bloks Barbie gift hampers to selected candidates
Target consumer ·         Girls who are six years and above (Roominate, 2015) ·         Children (from birth to the age of four) (LeapFrog Enterprises Inc., 2013

·         Adults

·         Children from age of four

·         Teenagers

·         adults


·         Children in the age bracket of 3- 11 years
Company growth ·         Company relatively new. However, it received $500,000 funding in 2014 (Roominate, 2015) 3.1% decrease compared to 2012 ·         Had continued growth in the last 50 years ·         Growth of 1 % in 2013
Competitive advantage ·         The company received production funding giving it an upper hand.

·         Top of mind awareness among girls since its products are specific to them.

·         Incorporates technology that is becoming preferred more preferred than traditional toys by children (Strauss, 2012)

·         Long period in the market (Since 1995)

·         High top of mind awareness due since its product are award winning

·         Products applicable to both girls and boys

·         Have good brand image

·         Long market period

·         Reputable due to its funding

·         High degree of diversification

·         Long brand period in the market

·         Relatively low price (Solomon, 2014)

·         Release of Mega Bloks Barbie that is enticing to girls (Wilkinson, 2014)

Competitive disadvantage ·         Short period in the market

·         Unidirectional products

·         Products primarily for girls which lower its market penetration degree

·         Its brands ranked among the top ten in 2014 (Maykah Inc., 2015)


·         Rapidly changing consumer preferences

·         Have seasonal sales

·         Limited number of raw materials providers making them vulnerable

·         Low efficiency in online sales


·         Legal challenges due to production of magnetic toys deemed to be dangerous (Joffe-Walt, 2012)

·         Preference for electronic toys compared to the company’s traditional toys





Joffe-Walt, C. (2012). Why Legos Are So Expensive — And So Popular. Npr. Retrieved on June 1, 2015 from

LeapFrog Enterprises Inc., (2013). 2013 Annual Report. Author. Retrieved from,d.ZGU

Maykah Inc., (2015). The roominate Shop. Roominate. Retrieved from

Roominate (2015). Roominate™ Takes The Spotlight At 2015 American International Toy Fair With Industry Honor And rPower Debut. PR Newswire Association LLC. Retrieved from

Scientifics Direct Inc., (2014). Edmund Scientifics. Author. Retrieved from

Solomon, B., (2014, 28 February). Jealous Barbie: Mattel Comes After Lego With Mega Bloks Purchase. Forbes. Retrieved from

Strauss, M. (2012, 27 November). As children pine for electronics, traditional toy makers face a growing tech challenge. The  Globe and Mail App. Retrieved from

Voltree Power (2015) . Help us bring “Science to Life” by donating today!. Voltree Circuit. Retrieved from

Wilkinson, K. (2014, 28 February). Why did Mattel buy Mega Bloks? To defend against Lego. Canadian Business. Retrieved from

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