Free Essay

Mattel Case Study

In:

Submitted By SueJaeger
Words 984
Pages 4
Summary This case is about the recalls of 2007 by Mattel Toys produced in China due to lead found in paint used to produce the toys and due to loose magnets that could cause serious injury to children if ingested. Mattel blamed the lead paint problem on its Chinese suppliers who had subcontracted with other suppliers. The media storm around the recalls caused a loss of consumer confidence in the “Made in China” brand. Chinese officials felt that Mattel unfairly blamed Chinese suppliers for all the recall problems when in fact, the lead issue was relatively small and the remainder of the recalls was due to design problems over which the Chinese suppliers had no control. They were merely producing the products Mattel had designed in the U.S. and had no control over the design process.

Evaluate Alternatives Mattel seems to have lost touch with some of the links in its supply chain for the lead paint related toys and there was a lack of enforcement if the suppliers didn’t follow Mattel’s rules. Some Chinese suppliers also subcontracted to other suppliers who also did not comply with Mattel requirements and Mattel wasn’t aware of the subcontracting. For example, Lee Der was a high quality, trusted manufacturing company which had worked exclusively for Mattel since its founding. Lee Der’s paint supplier was Dongxing New Energy, owned by a best friend of Lee Der’s deputy chair, Chueng. Dongxing was not on the approved supplier list for Mattel and Mattel had not noticed this fact or overlooked it because there had not been any quality problems. However, Dongxing ran out of yellow pigment so they bought some over the internet with a fake lead free certificate which was not detected by Dongxing. Lee Der didn’t test the paint for lead even though they had equipment in the factory to do so. The paint was supposed to be tested five times from the supplier to Mattel, but it wasn’t tested at all. When the recall was announced by Mattel, the Chinese government cancelled Lee Der’s export license and the deputy chair of the company Chueng ended up killing himself after selling off factory equipment and paying the workers. A second example of a recall for lead paint involved Early Light Industrial which required its subcontractors to purchase paint from the company. Some employees at Early Light noticed one of the subcontractors didn’t pick up the paint it was supposed to be using. It tested the products from that subcontractor, found lead in the products, notified Mattel who also tested the products and then Mattel issued the recall for these toys. The Chinese government didn’t cancel Early Light’s export license due to its government connections and the company continued to make lots of money throughout the recall period. This company seems to have had tighter controls and inspections processes in place than Lee Der. These events point out the need for consistent and documented inspections and testing needed at all levels of the supply chain and production process, no matter if the companies are subcontractors or direct contractors. All suppliers should be audited to ensure they comply with the testing requirements. Mattel did in fact announce a new three point inspection process to be put in place: only paint from certified suppliers is to be used and every batch is tested before use; tightened production controls and increased random inspections at suppliers; and testing of every production run before the products are released to inventory. Mattel also made sure all suppliers understood their supplier rules and they updated rules on subcontracting notifications and excessive contracting levels. As an additional measure, Mattel could also require it suppliers, contractors and subcontractors to be ISO 9000 certified to ensure they have in place systems for quality products and processes which are recognized around the world. Mattel has put in place more testing at every step of the process and they should be able to determine if there is an issue before value is added. An example of this is when they test the paint even before it’s used and if it fails, they don’t use the paint. It’s better to test up front than wait until the product is produced and put into inventory. And it’s also better to prevent issues from occurring at all rather than inspecting and correcting the issues. An example of this is that all subcontractors and contractors are required to use company certified paint. By taking this step, quality is built into the product, not inspected into the product. Mattel is also testing all products before they are put into inventory as a last check to ensure they don’t have these lead paint issues again. This is a good step to take as an insurance policy against the bad publicity, loss of shareholder value and loss of consumer confidence caused by the recalls. The other recall mentioned in the case was caused by the loose magnets in some toys. As mentioned in the introduction, this flaw was not due to Chinese suppliers errors in using bad materials. It was due to poor design by the American company. Mattel should not have announced this recall at the same time as the lead paint recall because doing this linked the issues together in consumer and press as both being caused by the Chinese suppliers. This bad timing caused bad relations between American and Chinese companies and the Chinese government ended up rejecting some American imports as a result. The Chinese government put in place strict inspection and testing ASQIC policies after these series of recalls which required official inspections of all toys for export. The US and Chinese governments also signed an agreement banning the use of lead paint in toys. Unfortunately, often issues such as these have to occur before measures are put in place to prevent them from happening again to prevent harm from consumers.

Similar Documents

Premium Essay

Mattel Case Study

...Mattel Case Study Travis Horbulyk 100119910 February 9th, 2012 Problems: * Decrease in market share * Damage to their brand image Issues: * Unable to keep up with changing technology * Children not playing with toys as much as they use to * Battered reputation due to the safety of their toys SWOT Analysis: * Strengths * Brand Name * Strong customer base * Excellent variety of products for both boys and girls * Mattel has been in the fore front of the toy industry for 6o years * Strong online privacy policy * Controls fate of Barbie’s main competitor, Bratz. * Has excellent Global Manufacturing Principles * Weaknesses * Battered brand image over recent series of recalls * Losing control of their products and company image due to the outsourcing of their manufacturing to third party overseas manufacturers * They have little pricing power due to heavy reliance on Wal-Mart and Target * Keeping children’s interest when they are growing into the tween demographic. * Opportunities * Online and Video Game Market * Barbie retail store * Social Media * Create new alliances with other companies to help market products * Changing focus from traditional toys (Barbies/Hot Wheels) to electronic toys * Moving production from china back to the United States or a more sustainable country * Threats * Decreasing demand...

Words: 1003 - Pages: 5

Free Essay

Mattel Cases Study

...Mattel Recalls 2007 Communication Implications for Quality Control, Outsourcing, and Consumer Relations [ABSTRACT] In August 2007, America's largest toy manufacturer announced the first of what would become five recalls involving 21 million toys—most of which were manufactured in China. This case study and teaching note examine a corporate response to a global crisis and consider the unique communications challenges facing a corporation that operates in an international, crosscultural arena. The teaching note critiques the response’s suitability to the level and impact of the crisis and recommends alternatives. It illustrates that communicators should be cognizant of their international stakeholders and should proactively manage global issues of public concern such as outsourcing and product safety. An example would be that to avert future recalls, Mattel should work closely with its Chinese suppliers and government agencies to implement realistic quality control solutions for which it can be held accountable. The company must reassure stakeholders that outsourcing to China does not mean sacrificing quality. Regaining consumer confidence and controlling the dissemination of product safety information requires strong corporate communicators who can delicately and deliberately balance complex relationships. Table of Contents I. Case Study 1. Overview 2. Company History 2.1 Beginnings 2.2 Reorganization as Mattel, Inc. 2.3 Products 2.4 Accolades for Ethics 2.5 Financial Performance...

Words: 11242 - Pages: 45

Premium Essay

Mattel Case Study

...| Case Study | Mattel’s Toy Recall And Supply Chain Management | | | 5/11/2014 | | 1) Why do firms contract overseas for production of products they sell? Answer: The firms contract overseas for production of the products they sell to gain certain advantages from the different countries. * One of the biggest advantages is cheap labor that cut down the cost of the products. * To get the advantage of the cheap fuel prices and raw materials to make the products at effective cost. * The companies can get the tax benefits and other government policy advantages by producing their products at overseas. * The companies can also get the lower cost suppliers from different countries. * The company can get the advantage of currency fluctuation to produce the products at lower currency rate. 2) What were the primary causes of Mattel’s recall problems? Answer: There were several causes for Mattel’s toy recall. But the primary causes are problems in manufacturing, design and usage. * Manufacturing Problems: One primary problem is the use of excessive lead paint in toys. Lead was commonly used in paint. However, it is a neurotoxin and is harmful to developing brains in children. Repeated exposure can cause serious brain damage. * Design problems: A second cause for recall was defect in product design. That was the result of increasing use of small powerful magnets in children’s toys. If the designs of these toys were...

Words: 1219 - Pages: 5

Premium Essay

Mattel Case Study Analysis

...Mattel Case Study analysis II Problem Statement As per the case study, Mattel’s main issue is that they are not living up to their core mission. The case clearly states that Mattel’s philosophy is to satisfy the customer’s needs and wants. Delivering what the customer needs and wants can be segregated into two broad categories: First, product development: According to the case, Mattel’s product development ensures that its portfolio never stagnates. Unfortunately, Mattel has failed to adapt to the evolving demands of children, as they are becoming increasingly technologically savvy and are therefore interested in electronic and interactive rather than traditional toys such as Barbie or Hot Wheels at a younger age. This is evident, for example, from the demise of the ‘ELLO’ building toys for young girls1.The product development disparity between customers’ needs and Mattel’s production is further demonstrated by their lack of attention to their global market, which, according to the text, account for 46% of gross sales. This is evident in the Malaysian Consumers Association having attempted to ban the Barbie brand, one of Mattel’s core products, because of her non-Asian appearance and the lack of intellectual stimulation that Barbie provides; and many other countries are following suit. According to the text, Asian sales account for a mere 11% of Mattel’s gross revenues. Second, Corporate and Social Responsibility: A strong product is no longer enough; customers increasingly...

Words: 2337 - Pages: 10

Premium Essay

Mattel Toys Recall Case Study

...MATTEL TOYS RECALL CASE STUDY Product  recall:   On  August  14,  2007,  the  U.S.  Consumer  Product  Safety   Commission  (CPSC)  in  cooperation  with  Mattel  announced  five   different  recalls  of  Mattel's  toys.  On  September  4,  Mattel   announced  three  more  recalls.  Some  were  due  to  the  use  of  lead   paint,  while  others  were  due  to  small  magnets  coming  loose.             On  August  2,  2007,  Mattel's  Fisher-­‐Price  subsidiary  recalled   almost  one  million  Chinese-­‐made  toys,  including  the  famous   cartoon  brands  amongst  kids:Dora  the  Explorer  and  Sesame   Street  toys,  because  of  potential  hazards  from  parts  of  the  toys   which  were  colored  using  lead-­‐based  paint  that  may  have   exceeded  the  US  Federal  limit  of  600  parts  per  million.     Q1.  What  should  the  country  do  to  polish  its  image?   -­‐First,  the  central  government  must  ensure  that   manufacturing  quality  standards  and  health  and  safety  laws   are  tightened  and  enforced  nationwide.  Western   multinationals...

Words: 1183 - Pages: 5

Free Essay

Bus 250 (Corporate and Social Responsibility) Entire Class

...Assignment Case Study A Brawl in Mickey's Backyard Case Study: A Brawl in Mickey's Backyard Read the Brawl in Mickey's Backyard Case Study at the end of Chapter One in your text. In one to two double-spaced pages, supported by evidence in your text and from other research, answer the following questions: Who are the relevant market and nonmarket stakeholders in this situation? What possible solutions to this dispute do you think might emerge from dialogue between SunCal and its stakeholders? Submit to your instructor no later than day 7 (Monday). Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Week 1 DQ1 Business & Society In one paragraph, supported by evidence in your text and from other research, describe two forces that you believe shape the relationship between business and society. Provide two examples (one for each force you choose). Look for flaws and strengths in specific examples and applications. Respond to at least two of your classmates' postings Week 1 DQ2 Business & Accountability In one paragraph, supported with evidence from your text and from other research, provide one example and brief discussion of one business in your area that has demonstrated accountability to people, to its community, and to its environment. Be specific with your examples. Respond to at least two of your classmates' postings Week 2 Assignment Case Study Alcoa's Core Values in Practice Case Study: Alcoa's...

Words: 1799 - Pages: 8

Free Essay

Bus 250 (Corporate and Social Responsibility) Entire Class

...Assignment Case Study A Brawl in Mickey's Backyard Case Study: A Brawl in Mickey's Backyard Read the Brawl in Mickey's Backyard Case Study at the end of Chapter One in your text. In one to two double-spaced pages, supported by evidence in your text and from other research, answer the following questions: Who are the relevant market and nonmarket stakeholders in this situation? What possible solutions to this dispute do you think might emerge from dialogue between SunCal and its stakeholders? Submit to your instructor no later than day 7 (Monday). Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Week 1 DQ1 Business & Society In one paragraph, supported by evidence in your text and from other research, describe two forces that you believe shape the relationship between business and society. Provide two examples (one for each force you choose). Look for flaws and strengths in specific examples and applications. Respond to at least two of your classmates' postings Week 1 DQ2 Business & Accountability In one paragraph, supported with evidence from your text and from other research, provide one example and brief discussion of one business in your area that has demonstrated accountability to people, to its community, and to its environment. Be specific with your examples. Respond to at least two of your classmates' postings Week 2 Assignment Case Study Alcoa's Core Values in Practice Case Study: Alcoa's...

Words: 1799 - Pages: 8

Free Essay

Bus 250 (Corporate and Social Responsibility) Complete Class

...Assignment Case Study A Brawl in Mickey's Backyard Case Study: A Brawl in Mickey's Backyard Read the Brawl in Mickey's Backyard Case Study at the end of Chapter One in your text. In one to two double-spaced pages, supported by evidence in your text and from other research, answer the following questions: Who are the relevant market and nonmarket stakeholders in this situation? What possible solutions to this dispute do you think might emerge from dialogue between SunCal and its stakeholders? Submit to your instructor no later than day 7 (Monday). Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Week 1 DQ1 Business & Society In one paragraph, supported by evidence in your text and from other research, describe two forces that you believe shape the relationship between business and society. Provide two examples (one for each force you choose). Look for flaws and strengths in specific examples and applications. Respond to at least two of your classmates' postings Week 1 DQ2 Business & Accountability In one paragraph, supported with evidence from your text and from other research, provide one example and brief discussion of one business in your area that has demonstrated accountability to people, to its community, and to its environment. Be specific with your examples. Respond to at least two of your classmates' postings Week 2 Assignment Case Study Alcoa's Core Values in Practice Case Study: Alcoa's...

Words: 1801 - Pages: 8

Free Essay

Bus 250 (Corporate and Social Responsibility) Entire Class

...Assignment Case Study A Brawl in Mickey's Backyard Case Study: A Brawl in Mickey's Backyard Read the Brawl in Mickey's Backyard Case Study at the end of Chapter One in your text. In one to two double-spaced pages, supported by evidence in your text and from other research, answer the following questions: Who are the relevant market and nonmarket stakeholders in this situation? What possible solutions to this dispute do you think might emerge from dialogue between SunCal and its stakeholders? Submit to your instructor no later than day 7 (Monday). Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Week 1 DQ1 Business & Society In one paragraph, supported by evidence in your text and from other research, describe two forces that you believe shape the relationship between business and society. Provide two examples (one for each force you choose). Look for flaws and strengths in specific examples and applications. Respond to at least two of your classmates' postings Week 1 DQ2 Business & Accountability In one paragraph, supported with evidence from your text and from other research, provide one example and brief discussion of one business in your area that has demonstrated accountability to people, to its community, and to its environment. Be specific with your examples. Respond to at least two of your classmates' postings Week 2 Assignment Case Study Alcoa's Core Values in Practice Case Study: Alcoa's...

Words: 1799 - Pages: 8

Free Essay

Bus 250 (Corporate and Social Responsibility) Complete Class

...Assignment Case Study A Brawl in Mickey's Backyard Case Study: A Brawl in Mickey's Backyard Read the Brawl in Mickey's Backyard Case Study at the end of Chapter One in your text. In one to two double-spaced pages, supported by evidence in your text and from other research, answer the following questions: Who are the relevant market and nonmarket stakeholders in this situation? What possible solutions to this dispute do you think might emerge from dialogue between SunCal and its stakeholders? Submit to your instructor no later than day 7 (Monday). Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Week 1 DQ1 Business & Society In one paragraph, supported by evidence in your text and from other research, describe two forces that you believe shape the relationship between business and society. Provide two examples (one for each force you choose). Look for flaws and strengths in specific examples and applications. Respond to at least two of your classmates' postings Week 1 DQ2 Business & Accountability In one paragraph, supported with evidence from your text and from other research, provide one example and brief discussion of one business in your area that has demonstrated accountability to people, to its community, and to its environment. Be specific with your examples. Respond to at least two of your classmates' postings Week 2 Assignment Case Study Alcoa's Core Values in Practice Case Study: Alcoa's...

Words: 1801 - Pages: 8

Premium Essay

Case Studys

...Recovery of Trust: Case studies of organisational failures and trust repair BY GRAHAM DIETZ AND NICOLE GILLESPIE Published by the Institute of Business Ethics Occasional Paper 5 Authors Dr Graham Dietz is a Senior Lecturer in Human Resource Management and Organisational Behaviour at Durham University, UK. His research focuses on trust repair after organisational failures, as well as trust-building across cultures. Together with his co-author on this report, his most recent co-edited book is Organizational Trust: A cultural perspective (Cambridge University Press). Dr Nicole Gillespie is a Senior Lecturer in Management at the University of Queensland, Australia. Her research focuses on building, repairing and measuring trust in organisations and across cultural and professional boundaries. In addition, Nicole researches in the areas of leadership, teams and employee engagement. Acknowledgements The authors would like to thank the contact persons in the featured organisations for their comments on an earlier draft of this Paper. The IBE is particularly grateful to Severn Trent and BAE Systems for their support of this project. All rights reserved. To reproduce or transmit this book in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, please obtain prior permission in writing from the publisher. The Recovery of Trust: Case studies of organisational failures...

Words: 16669 - Pages: 67

Premium Essay

Case on Trust

...Paper 5 The Recovery of Trust: Case studies of organisational failures and trust repair BY GRAHAM DIETZ AND NICOLE GILLESPIE Published by the Institute of Business Ethics Occasional Paper 5 Authors Dr Graham Dietz is a Senior Lecturer in Human Resource Management and Organisational Behaviour at Durham University, UK. His research focuses on trust repair after organisational failures, as well as trust-building across cultures. Together with his co-author on this report, his most recent co-edited book is Organizational Trust: A cultural perspective (Cambridge University Press). Dr Nicole Gillespie is a Senior Lecturer in Management at the University of Queensland, Australia. Her research focuses on building, repairing and measuring trust in organisations and across cultural and professional boundaries. In addition, Nicole researches in the areas of leadership, teams and employee engagement. Acknowledgements The authors would like to thank the contact persons in the featured organisations for their comments on an earlier draft of this Paper. The IBE is particularly grateful to Severn Trent and BAE Systems for their support of this project. All rights reserved. To reproduce or transmit this book in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, please obtain prior permission in writing from the publisher. The Recovery of Trust: Case studies of organisational failures and...

Words: 16670 - Pages: 67

Free Essay

Bus 250 (Corporate and Social Responsibility) Entire Class

...Assignment Case Study A Brawl in Mickey's Backyard Case Study: A Brawl in Mickey's Backyard Read the Brawl in Mickey's Backyard Case Study at the end of Chapter One in your text. In one to two double-spaced pages, supported by evidence in your text and from other research, answer the following questions: Who are the relevant market and nonmarket stakeholders in this situation? What possible solutions to this dispute do you think might emerge from dialogue between SunCal and its stakeholders? Submit to your instructor no later than day 7 (Monday). Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Week 1 DQ1 Business & Society In one paragraph, supported by evidence in your text and from other research, describe two forces that you believe shape the relationship between business and society. Provide two examples (one for each force you choose). Look for flaws and strengths in specific examples and applications. Respond to at least two of your classmates' postings Week 1 DQ2 Business & Accountability In one paragraph, supported with evidence from your text and from other research, provide one example and brief discussion of one business in your area that has demonstrated accountability to people, to its community, and to its environment. Be specific with your examples. Respond to at least two of your classmates' postings Week 2 Assignment Case Study Alcoa's Core Values in Practice Case Study: Alcoa's...

Words: 1799 - Pages: 8

Free Essay

Bus 250 (Corporate and Social Responsibility) Complete Class

...Assignment Case Study A Brawl in Mickey's Backyard Case Study: A Brawl in Mickey's Backyard Read the Brawl in Mickey's Backyard Case Study at the end of Chapter One in your text. In one to two double-spaced pages, supported by evidence in your text and from other research, answer the following questions: Who are the relevant market and nonmarket stakeholders in this situation? What possible solutions to this dispute do you think might emerge from dialogue between SunCal and its stakeholders? Submit to your instructor no later than day 7 (Monday). Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Week 1 DQ1 Business & Society In one paragraph, supported by evidence in your text and from other research, describe two forces that you believe shape the relationship between business and society. Provide two examples (one for each force you choose). Look for flaws and strengths in specific examples and applications. Respond to at least two of your classmates' postings Week 1 DQ2 Business & Accountability In one paragraph, supported with evidence from your text and from other research, provide one example and brief discussion of one business in your area that has demonstrated accountability to people, to its community, and to its environment. Be specific with your examples. Respond to at least two of your classmates' postings Week 2 Assignment Case Study Alcoa's Core Values in Practice Case Study: Alcoa's...

Words: 1801 - Pages: 8

Free Essay

Bus 250 (Corporate and Social Responsibility) Complete Class

...Assignment Case Study A Brawl in Mickey's Backyard Case Study: A Brawl in Mickey's Backyard Read the Brawl in Mickey's Backyard Case Study at the end of Chapter One in your text. In one to two double-spaced pages, supported by evidence in your text and from other research, answer the following questions: Who are the relevant market and nonmarket stakeholders in this situation? What possible solutions to this dispute do you think might emerge from dialogue between SunCal and its stakeholders? Submit to your instructor no later than day 7 (Monday). Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Week 1 DQ1 Business & Society In one paragraph, supported by evidence in your text and from other research, describe two forces that you believe shape the relationship between business and society. Provide two examples (one for each force you choose). Look for flaws and strengths in specific examples and applications. Respond to at least two of your classmates' postings Week 1 DQ2 Business & Accountability In one paragraph, supported with evidence from your text and from other research, provide one example and brief discussion of one business in your area that has demonstrated accountability to people, to its community, and to its environment. Be specific with your examples. Respond to at least two of your classmates' postings Week 2 Assignment Case Study Alcoa's Core Values in Practice Case Study: Alcoa's...

Words: 1801 - Pages: 8