Dorel Juvenile Group is a part of Dorel Industries, which is a global consumer products company. Dorel Industries is divided into three independent business segments: Juvenile, Home Furnishings and Leisure. Dorel employs approximately 4,800 people and its products are sold over 60 countries all over the world. Dorel has established strong distribution channels from the world's largest mass merchants to specialty boutiques. The main offices are located in North America, Europe and Asia.
In 1987, the merger between Dorel Co. Ltd (a juvenile company) and Ridgewood (a furniture company) gave birth to Dorel Industries. The firm started with the production of baby mattresses, and then enhanced its prestige thanks to the development of a complete line of baby products such as strollers, cribs, car seats, etc… The head office is located in Montreal. In Canada, the name Dorel became synonymous with quality baby furniture and products. Thanks to many acquisitions, Dorel started to grow very strongly and spread all over the world through Dorel (UK) Ltd., established in 1988 in order to penetrate the European baby market. Dorel UK generated a £21 M turnover last year and Dorel's brands are some of the most powerful in nursery products.
[...] Press, TV and local radio are still the most reliable forms of Media for advertising, as the audience perceives them to be true. Indeed, other types of advertising sometimes imply uncertainty and skepticism. However, publicity on TV and radio is more difficult to secure and control than the one in the press. Local radio, TV, cinema and the Internet are forms of targeted media advertising that are used by small local businesses as well as big firms (concerning the Internet). [...]
[...] All these acquisitions have been reorganized into two groups: Dorel Juvenile Group USA concerning the North American operations, and Dorel Juvenile Group Europe which includes Maxi-Miliaan B.V., Quint B.V. and Ampa Group. Dorel's Juvenile Group owns recognized and powerful brands that provide high value to the consumer. Indeed, they have gained trust from the consumers thanks to a high quality, safety and innovative designs. New product introductions has allowed Dorel Juvenile segment to grow significantly. My functions in Dorel UK I am completing my internship as a marketing assistant. [...]
[...] My role was to find the different elements from our suppliers. I called Ampafrance in order to know if they could provide us with all the elements and they had everything but the Top and Tail bowl. It then became clear that we would have to source it from China. I sent invitations to tender to several factories in China, asking them to establish an estimate for us concerning the different elements they could provide. I then had to wait for more information from the quotations from Ampa and China in order to compare them thanks to a product costing spreadsheet made of two columns with the and the The principle is to fill in the target column with the margin that the firm and the retailer wish, as well as the discounts granted, the duty rate (custom dues depending on where the product comes from: China, Spain, Italy ) and other information. [...]
[...] Thus, every single detail has to be checked before passing the brief through Dorel Netherlands, where the head offices for Dorel Europe is situated, for them to validate it. When we send the 1st proof back with our amendments to the graphics agency, the latter sends us a 2nd proof ,we check it again (there are sometimes spelling mistakes in translations (in this field I am quite helpful in French and German), and so on until we are satisfied with their job. [...]
[...] simple example is to see the younger generations' behaviors, brought up with computer games and all the new technologies that give a big place to pictures.) Concerning the vocabulary and language to use, the firm must know its target audience and avoid any word or grammar that would not be found in the newspaper that the target group would read. The text must be clear, convenient and easy to read. It is better not to distract the reader from the text by overlaying images or using strange fonts (Shadows, light or very bright colors are to avoid as they reduce readability.) It is also necessary to leave enough space around the text to attract attention to it. [...]
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