Honors Program


Document Type


Date of this Version

Spring 2019


Coleman, I. (2019). A strategic audit of Oriental Trading Company. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Issac Coleman 2019.


Oriental Trading Company is a direct marketer and seller of toys, novelties, wedding favors, custom apparel, and other event supplies. Its products are sold by five brands, each of which participates in a different market. Though its flagship brand, Oriental Trading, is a powerful market leader in novelties and is doing extremely well, the four most recent brands each face distinct challenges and have low name recognition. To increase name recognition and direct sales of these brands, this audit proposes that OTC revitalize its social media presence, add a blog to all of its websites, and resume public participation in local events.

Included in

Business Commons