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Planning and Strategy

In: Business and Management

Submitted By dee15522
Words 1363
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Unit 4 External and Global Environment Case Study Analysis
Kaplan University
School of Business
MT460 Management Policy and Strategy

Introduction In 1944, Elliot and Ruth Handler decided to capitalize on the big baby boom that World War II had caused. They went after the toy market and founded the Mattel Brand. They started out simple with a few essential toys such as Barbie and Hot Wheels. The reception was great and their brand of product took off in the toy market. Throughout the years, the Mattel Company saw profits along with facing many hardships. Management changes brought uncertainty and even more hard times to the company as the world’s focus shifted to the quality and safety of products (Teagarden, 2008). Oversight and poor follow-up with Mattel’s overseas Chinese plants and company designs brought this once respectful top of the market toy manufacture to be looked upon in a negative manner amongst their consumers.
Mattel’s Recall of Toys from China and Store Shelves July 13, 2007, Jim Walter, Senior Vice President of Mattel’s worldwide quality assurance, brought disturbing news to Bob Echert the CEO of Mattel at the time. After a customary inspection of the Sarge die-cast toy car in Europe, they had found above federal standard levels of lead in the paint of the car (Teagarden, 2008). Bob Echert new trouble was ahead for the company, but had no idea the enormous effect it would have. The Sarge toy car was just the start of the problems that Mattel would face that year. After further company investigation by Mattel, they found that not only was there problems with the paint, but by poor designs that other toys had choking potential for children. Millions of toys were set to be recalled by Mattel. Mattel found the following products to be defective or tainted my lead. The Batman action figure, Barbie and Tanner...

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