...Case: Fisher-Price Toys, Inc. 1. Basic information 1) Company: Fisher-Price Toys, Inc. (Industry: Child toys) 2) Business dilemma: a rash marketing decision has to be made on carrying out whether a new quality product (product name: ATV Explorer) at exceptional high price or a new less-quality product at moderate price 2. Business dilemma 1) Key problem: 1) price-point: Cost for a projected toy can't be made within budget, resulting in a much higher price ($18.5) than planned. High price disobeys the traditional brand image of the Fisher-Price company –less-than-$5 convention. 2) Marketing strategy: launch the ATV explorer whether as an independent product or as a new product in an existing product line, and corresponding advertising/promotion strategy 2) Fisher-Price must decide quickly before August to catch the sale peak: 1) trade-off between product quality and price; 2) Independence of the product 3. Case analysis 1) Current Market strategy (“4P” / “4C”) 1) Product → Commodity: innovative products / safe, durable and educational 2) Price → Cost: moderate price / good value for money 3) Place → Channel: Aggressive to increase the market reach and improve sales 4) Promotion → Communication: focused strategies for advertisement and promotion of differentiated range and group of products 2) SWOT analysis 1) Strengths (Internal) 1- Internal operation ...
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...market leader- although it is true that the competition has increased over the years for Mattel, the current market capital is 8.67B. The question about whether they will bw able to retain this position or not, however, is debatable. Strong brand equity – Building brand equity requires significant effort. Mattel has both single brand and multi brand identity. (Phillips, 2003) Loyal customer base – Mattel has been in the market since the 1950’s. They have a large and loyal customer base. (Warner, Aug 5, 1996) Wide range of products - Mattel believes its products are among the most widely recognized toy products in the world. Mattel’s portfolio of brands and products are grouped in the following categories: Mattel Girls & Boys Brands - Including Batman , and Kung Fu Panda products, and games and puzzles. Fisher-Price Brands — Collectively Core Fisher-Price, Fisher-Price Friend and Power Wheels. American Girl Brands —including Just Like You, the historical collection, and Bitty Baby. Strong distribution line – Mattel is believed to have a cost effective, efficient distribution line. Corporate responsibilities - Mattel has implemented several projects aimed at reducing energy and water use, shrinking product packaging, and reducing waste, according to the firm’s 2009 Global Citizen Report. Mattel has also established the Mattel Foundation, which promotes philanthropy and community involvement among...
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...The year is 1945, when the toy company Mattel is born. Along with truly great toys, this company gives a lot to the community and environment as well as being the world's leading toy company. Mattel is the worldwide leader in the design, manufacture, and marketing of toy products. The company's major brands include Barbie, Hot Wheels, Matchbox, Fisher-Price, and American Girl. With headquarters in El Segundo, California, Mattel has offices and facilities in 36 countries and sells its products in more than 150 nations throughout the world. In 1945, Ruth and Elliot Handler and Harold "Matt Matson develop this new company out of their garage workshop located in Southern California. Although the first products they create are simply picture frames, Elliot takes the left over pieces of these frames and put them to use to make dollhouse furniture. These dollhouse furniture pieces were just a side business for Elliot though. Harold Matson soon sells out his partner, and, being confident from the success of the dollhouse furniture, the Handler's decide to turn the companies' emphasis on toys. In the year 1947, the "Uke-A-Doodle is the first, in a line if musical toys. In 1948, Mattel is incorporated in Hawthorne, California. During the year 1955, Mattel becomes involved with "Mickey Mouse Club . This very popular show soon become the major spot of advertising for Mattel, which revolutionized they way the toys were marketed. It also introduced they another great product, the "Burp...
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...Marketing Mix MKT/421 February 11, 2013 Ron Stripe Marketing takes a day to learn. Unfortunately it takes a lifetime to master – Phil Kolter. Marketing involves so much more than simply selling a product or service. It involves planning and preparations that requires an organization to connect with their customers on a much deeper level. A marketing mix is one of the most valuable tools an organization can utilize to create such a connection. The marketing of an organization includes so many variables; therefore, it is necessary to categorize these variables by product, price, place, and promotion, which are the 4P’s of the marketing mix. These categories are the framework for just about every successful organization in today’s market. An organization like Fisher-Price understands how important a marketing mix is to compete in a market that is saturated with developing young minds; which in fact, was the driving force behind their refreshing new approach to stay connected with today’s moms. The Marketing Mix What is a marketing mix and how does it affect an organization? The answer to this question is what all business owners and managers need to know to contend in the highly competitive market of this day and age. The term "marketing-mix," was first coined by Neil Borden, the president of the American Marketing Association in 1953. It is still used today to make important decisions that lead to the execution of a marketing plan. The various approaches that are used...
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...Portfolio American Girl Fisher-Price Other Fisher-Price Friends Other Barbie Latin America Asia-Pacific North American (US, Canada & American Girl) $7.1B Fisher-Price Core Entertainment Other Girls $7.1B Europe Wheels 2013 Gross Sales by Brand Source: Mattel 2013 10-K 2013 Gross Sales by Region 2013 Financials At-A-Glance $7,117.8 $2.58 $7,052.6 12 $6,841.1 11 $2.22 $2.18 13 11 12 13 Gross Sales Source: Mattel 2013 10-K Gross Sales History (in millions) Gross Margin Operating Margin Earnings per Share Total Shareholder Return (TSR) (For the Year Ending December 31, 2013) Mattel, Inc. S&P Source: Thomson Reuters 1 Year 34% 32% 3 Year 28% 16% 5 Year 29% 18% 10 Year 13% 7% 2013 Annual Report MATTEL, INC. For nearly seventy years, Mattel has been inspiring imaginations, fueling the innovative spirit and creating the future of play for millions of children around the world. Today, Mattel, Inc. and its family of companies comprise the world’s largest toy company with a strong portfolio of brands and toys that children and their parents have cherished for generations. Our portfolio includes some of the most iconic toys of all time, from Barbie® and Hot Wheels®, to American Girl®, Fisher-Price® and Thomas & Friends®. Parents trust Mattel to deliver hours of fun for their children, and our shareholders trust us to bring long-term value to their investment. Mattel led the toy industry with $7.1 billion...
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...Mattel Toys. Just the thought of those two words brings to mind fun, a trusted brand, and children playing happily. Right? Maybe not. In 2007 there was a massive recall of toys, eighty-percent of which were made in China and coated in leaded paint (Lawrence/Weber). These were toys for little children. Little children usually put toys in their mouths, the toys get slobbered on, the leaded paint chips, little children obviously eat the paint chips and little children get become very ill. While Mattel had policies in place, it did not meet its ethical responsibility to its stakeholders and customers. Mattel has an ethical and corporate responsibility to manufacture a product that is safe for children, to take responsibility when their products are found to be unsafe and to follow government and company regulations to ensure safety. Mattel was believed to be one of the most trusted toy companies around the world that operated in 155 countries. They produced some of the most famous toys for children, such as Barbie, Cabbage Patch Kids, Fisher-Price, and many, many other amazing toys. Beyond concerns about marketing to children, Mattel, Inc. was making a serious commitment to business ethics. For example, Mattel started a code of conduct called "Global Manufacturing Principles” (Mattel.com). These philosophies required all business partners to commit to ethical standards that relate to safety, wages, and adherence to local laws However, recently Mattel was involved in a product...
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...Table of Contents Case 1 Petrobras 3 Case 2 Mattel Toxic Toys – Dangerous Play 3 Case 3 Discrimination in sports – «Williams Brothers» 5 References 5 Introduction In this essay I want to analyse three cases, connected with unethical behaviour in Business. First two cases cover company-wide wrongdoings in big and well-known companies, as Petrobras and Mattel. And the third one is individual-wide case about gender discrimination in sport. Thus, according to these three cases, importance of ethics consideration in any actions will be revealed. Case 1 Petrobras Short summary: Ethical considerations/issues: Dilemmas of the decision-maker: Goals of the decision-maker: Values and interests of stakeholders involved: Stakeholders Values Interests...
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...The Problem: The problem surrounding Mattel Inc., one of the world’s largest toy companies, is their mismanagement of international subcontractors and vendors and the production of certain toys (the manufacturing process), as well as their inability to adapt their marketing strategy or product to the constantly changing “demographic and socioeconomic trends” (Ferrell, et. all 466). This is supported by Mattel’s legal battle with Carter Bryant and MGA, their forced recall of certain toys that were manufactured overseas, and the increasing rate at which traditional toys are becoming less appealing to today’s young audience. Essentially, Mattel’s mismanagement and oversight lead to violations in terms of ethical and social responsibilities and safety standards. Issues Relevant to the Problem: Mattel’s problem of mismanagement can be divided into several issues that need to be considered: legal issues, international supply chain issues, and an increase in technology-based toys. In regards to legal issues, Mattel has been involved in prolonged litigation with Carter Bryant and MGA over a breach of an employment contract and copyright infringement. Due to Mattel’s poor management of its overseas manufacturers, in which unauthorized subcontractors and third-party suppliers were hired and unsafe materials used, several toy products were recalled. Advances in technology and changes in socioeconomic and demographic trends have created marketing, privacy, and product development issues...
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...Challenges 11/01/2010 Marketing Management 6800 Section 004 The Problem: The problem surrounding Mattel Inc., one of the world’s largest toy companies, is their mismanagement of international subcontractors and vendors and the production of certain toys (the manufacturing process), as well as their inability to adapt their marketing strategy or product to the constantly changing “demographic and socioeconomic trends” (Ferrell, et. all 466). This is supported by Mattel’s legal battle with Carter Bryant and MGA, their forced recall of certain toys that were manufactured overseas, and the increasing rate at which traditional toys are becoming less appealing to today’s young audience. Essentially, Mattel’s mismanagement and oversight lead to violations in terms of ethical and social responsibilities and safety standards. Issues Relevant to the Problem: Mattel’s problem of mismanagement can be divided into several issues that need to be considered: legal issues, international supply chain issues, and an increase in technology-based toys. In regards to legal issues, Mattel has been involved in prolonged litigation with Carter Bryant and MGA over a breach of an employment contract and copyright infringement. Due to Mattel’s poor management of its overseas manufacturers, in which unauthorized subcontractors and third-party suppliers were hired and unsafe materials used, several toy products were recalled. Advances in technology and changes in socioeconomic and demographic trends have...
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...steady growth, global toy industry has attracted many research in studying this field, in which one of the largest toy manufacturers Mattel Inc. suffered from a recall scandal in 2007. This essay directs at exploring reasons that lead to Mattel’s operation failure in this scandal regarding two key frameworks in global operation management, namely, supply chain management and quality management. Providing potential recommendations to prevent or react to supply chain failure as well. 1.1. U.S. toy industry According to Statista (2016), the U.S. toy industry amounted to $43.1 billion in 2015. It was projected to reach $45.02 billion by 2016. By means of global supply chains, U.S. enormous demand for toys is satisfied. For example, most toys sold in the U.S. are designed in the U.S., but approximately eighty percent of those sold in the U.S. are manufactured in China (Boyle, 2015). The main characteristics of toy industry are ‘volatility’ and ‘seasonality’ (Wong & Johansen, 2005). Roughly seventy percent of toy sales occur in the final three months of the year, in which families conduct bulk purchase as gifts to children for Christmas. Therefore, during early months of a year when demand for toys are considerably lower, toy manufacturers face problems with much of the unutilized capacity. They also need to appropriately adapt capacity so as to meet the dramatically soared customer demand during the final quarter of the year because of toy industry’s high degree...
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...marks by presenting a general essay on the topic. Please note that all work should be your own. Copying or plagiarism will not be tolerated and could result in no marks being awarded. If quotes or short extracts are used they should be attributed or the source of the information identified. Play Fair The core values of Mattel, the world’s largest, branded toy manufacturer, appeared on its company website, and on its literature, under the heading ‘Play Fair’: “Act with unwavering integrity on all occasions. Treat each other with respect and dignity. Trust each other to make the right decisions. Be accountable for all that passes in front of us.” In 2007 these values would be put to the test as never before, when it was discovered that substantial numbers of Mattel branded toys had been contaminated with lead paint with global signature brands such as Barbie™ and Fisher Price™ affected. This followed hard on the heels of a much larger recall of toys containing small magnets, when it was discovered that a serious health hazard was posed to children if the magnets became loose. In fact, more than 19 million toys were to be recalled by Mattel worldwide, including a warning issued on 4th September 2007 covering 675,000...
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...Mattel Responds to Ethical Challenges INTRODUCTION Mattel, Inc. is a global leader in designing and manufacturing toys and family products. Well-known for brands such as Barbie, Fisher-Price, Disney, Hot Wheels, Matchbox, Tyco, Cabbage Patch Kids, and board games, the company boasts nearly $5.9 billion in annual revenue. Headquartered in El Segundo, California, with offices across the world, Mattel markets its products in over 150 nations. It all started in a California garage workshop when Ruth and Elliot Handler and Matt Matson founded Mattel in 1945. The company started out making picture frames, but the founders soon recognized the profitability of the toy industry and switched their emphasis to toys. Mattel became a publicly owned company in 1960, with sales exceeding $100 million by 1965. Over the next forty years, Mattel went on to become the world’s largest toy company in terms of revenue. In spite of its overall success, Mattel has had its share of losses over its history. During the mid to late 1990s, Mattel lost millions to declining sales and bad business acquisitions. In January 1997, Jill Barad took over as Mattel’s CEO. Barad’s management-style was characterized as strict and her tenure at the helm proved challenging for many employees. While Barad had been successful in building the Barbie brand to $2 billion by the end of the 20th century, growth slowed in the early 21st. Declining sales at outlets such as Toys ‘R’ Us marked the start of some difficulties for the retailer...
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...1. Estudia el mercado de los juguetes: juguetes de moda, presentaciones en las tiendas, catálogos, precios, marcas, publicidad, etc. Estudio de los márgenes en jugueterías: La media anual de una juguetería es de un 35,5 % aunque en la temporada de navidad esta media se puede ver incrementada en un 10-15 %. No todos los proveedores dan los mismos márgenes de beneficio. Las marcas mas fuertes son Mattel (que absorbió a Fisher-Price). Y Hasbro, ambas son de EEUU, tienen productos similares y sus margenes de beneficio rondan el 12 %. Mattel abarca marcas como Fisher-Price, Tyco, Polly Pocket, Barbie, y algunos juegos de mesa. Estas marcas ofrecen descuentos a las grandes superficies, debido al volumen de compra de éstas, mientras que al detallista no ofrece facilidades. Hasbro tiene entre sus marcas a Playskool, Actino Man, Sindy y una amplia línea de juegos (MB entre ellos). Los proveedores de juguetes importados, como el caso de Atosa dejan mas margen de beneficio al comerciante en algunos casos hasta el 60%. Famosa es una casa española y lleva marcas como Spiderman, Barriguitas, Nancy, etc.... Luego hay otras marcas como Lego que no ofrecen descuentos ni al detallista ni a los grandes almacenes, y tiene un servicio post-venta muy bueno, ya que dan la posibilidad de hacer devoluciones, servicio de financiación y van a los comercios y montan escaparates y stands a los comerciantes. He observado 3 catálogos de distintos comerciantes (Toys’rus, Juguettos y Juguetecas)...
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...MATTEL AND TOY RECALLS Toy Industry Our presentation started with the industry introduction. Based on the case, toy industry was growing if we compared the results with the previous year. In 2007, the global toy market was around $71 billion business. Though 36% of the market was on the hands of North America, the growth pace was slower than Asia. Especially in China and India it was estimated that market would increase 25% more than previous year. The toy industry in USA had about 880 companies. Dominant players were Mattel, Hasbro, RC2, JAAKS Pacific, Marvel, and Lego. Moreover, big retailers were entering to the market under their own brand names creating threat for existing toy companies. Toy market categorized many segments in USA market, among them infant/preschool toy segment was the largest and stagnant. Noticeable growth occurred in youth electronics and video games. Production of the toys concentrated in China with 60%. Company Information Mattel, Inc. founded by Harold Matson and Elliot Handler at a garage in 1944. The company name was generated by using letters from founders’ last and first names. Mattel’s first products were picture frames and doll house furniture. Barbie doll was introduced in 1959 and Ken product followed it. With these products, Mattel guaranteed its growth. Hot Wheels product established Mattel’s position as an industry leader. Company’s products were organized in 3 different business groups: Mattel Girls & Boys Brands, Fisher Price Brands...
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...Mattel, Inc: The Lead Paint Recall Ron Montalto tossed the newspaper onto a growing pile. The Sept 22, 2007 Wall Street Journal headline read “Mattel Seeks to Placate China With Apology.” The headlines in the stack of papers told the story: Mattel Announces Third Toy Recall – CNN Money (Sept 5, 2007) Mattel Does Damage Control After New Recall - Wall Street Journal (Aug 15, 2007) Owner of Chinese Toy Factory Commits Suicide – New York Times (Aug 14, 2007) Lead Paint Prompts Mattel to Recall 967,000 Toys– New York Times (Aug 2, 2007) The worldwide news coverage had been intense. Robert Eckert, Mattel’s CEO, had led the news on both morning and evening TV broadcasts, staring directly into the camera and apologizing for Mattel’s failure, while promising to take immediate steps to improve quality. Mattel had also launched a recall website that received millions of visitors and was later referred to as a model of excellence (see Exhibit 1). Corporate communication experts had given Mattel and Eckert high marks for the handling of the crisis. Yet Montalto, a long-term Mattel China veteran, still couldn’t grasp how it had all come to this. Ironically, the bottom paper in the stack headlined “Toymaking in China, Mattel’s Way” heralded Mattel’s decades of success operating in China and was published just days before the initial recall (New York Times July 26, 2007 – see Exhibit 2 for full press list and links). Montalto reflected on key sourcing decisions made nearly...
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