Case Study:
Imagine that you are a student intern and will be spending this semester on assignment to the vice president of international sales at a toy firm. Up until now, the firm’s primary markets have been in the United States and Canada. The toys are designed in the United States and manufactured by vendor firms in China. At a meeting with the vice president’s design and marketing staff, he asks about opening new markets in Europe. He explains that in the United States, the design and sale of children’s toys are highly regulated by the U.S. Consumer Products Safety Commission. Indeed, some other companies have had their toys removed from store shelves for noncompliance with federal regulations. He feels there must be some consumer safety regulations in effect in Europe that will act as a barrier to his firm’s access to European markets. After all, if the regulations are very different from those in the United States, it may be costly to redesign the toys to comply with European standards. After the meeting, the vice president asks you to find answers to the following questions:
a. Are there any standards or technical regulations in effect in Europe that govern the sale of toys? Where can he locate the regulations on the design, manufacture, and marketing of children’s toys in Europe? Can you give a specific Web address so he can look at them himself?
b. Do the toys have to meet different requirements in every European country, or is there a single standard that covers all of Europe?
c. To which toys do the standards apply, and what toys, if any, are exempt?
d. What are the design and manufacturing standards for toys covered by the regulations, and what is the standard for safety? Are there any specific provisions covering the toys’ physical or mechanical properties?
e. Do the toys have to be tested in advance for compliance with safety regulations?
f. What are the toy labeling requirements? Is there a certain label or mark that will let consumers know that the toy has been tested for safety?
Your answer must be typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format and also include references.