Case 2 Barbie: The American Girl Does Global International marketing is the performance of a company's product and services to consumers in more than one nation to produce profit. It is one of the most vital elements of marketing functions to trade their company's products or services internationally rather than locally. This brings more advantages and benefits the organization itself as well as the country. The case examines the evolution of the Barbie doll over the years from its launch in 1959
Words: 684 - Pages: 3
toy. Yes, it can hardly be any other toy but Barbie. Nowadays, girls can be seen wearing Barbie clothing, using Barbie perfume, carrying Barbie backpacks, and sleeping in Barbie pajamas, not to mention cosmetics, sneakers etc. (Morgenson 1991, 66). Mattel, Inc., the mother company of Barbie, should feel proud of her. Because on average, an American girl has ten Barbie dolls, a British or Italian girl may own seven, while five is the number of Barbie that a German or French girl has. It was Mattel’s
Words: 2555 - Pages: 11
1.No, I don’t agree that diverse Barbie offered by Mattel will cause to watered down of brand and it will not be instantly not recognized, because Mattel have created Barbie with unique and separate brand which will never be affected by the changing image in Barbie as the parent company is stable and very much rooted and recognised . 2. No, not truly the drop in Barbie sales is due to the mismatch between the Barbie’s original image and that of real girl. The others factors which were responsible
Words: 400 - Pages: 2
Image: Cultures Idolizing the Female Form A Comparison and Contrast of the Barbie Doll and Venus de Willendorf Image: Cultures Idolizing the Female Form A Comparison and Contrast of the Barbie Doll and Venus de Willendorf The fact that cultures have idolized the female form in our modern era is not a new concept. Beauty in modern times has been held to the highest standard, but where and why did we get our ideal of beauty? Culture plays a large in role in how beauty is defined, and this
Words: 1455 - Pages: 6
In A Barbie World! A culture that is saturated by consumerism can be referred to as a consumer culture. Barbie can be used as a tool for consumer culture because she is perceived to be the perfect woman, an unattainable achievement. Barbie has the perfect man, Ken; she has her dream house, and car, and even a dream closet. There are life size Barbies bouncing around in T.V. and print media ads that personify this image. Barbie produces a systematic reproduction of consistency; she doesn't evolve
Words: 1986 - Pages: 8
It’s a Barbie World Abstract Barbie dolls have been around for many years and many young girls have gotten a Barbie as a gift at some time in their lives. Barbie is made out of plastic and has unrealistic features to her. Her body proportions are not possible and her look only relates to less than half of the human population. Barbie has the perfect, dream world where she has her dream car, house, an impeccable wardrobe, and of course the man of her dreams. Many girls grow up and admire Barbie
Words: 1102 - Pages: 5
items, while a young girls room will be pink and be filled with dolls and a play kitchen set. These small details, along with expectations, begin to shape their role in society. “Barbie Q” by Sandra Cisneros is a perfect example of societal expectations. In this short story Cisneros introduces two young girls who are playing with their Barbie dolls. The girls go into great detail when describing their dolls and the outfits the dolls are wearing. One can conclude that the girls are poor when the main
Words: 1789 - Pages: 8
Mattel Case Study Dolls facing new challenges on the global market I. Executive Summary Mattel produces and sells various toys around the world and among these Barbie fashion doll is the flagship. This product was criticized from more aspects from other cultures of Aisa where the lifestyle Barbie represents is not commonly accepted. On the other hand privacy issues were raised by parents regarding the digital marketing activity of Mattel, as rights of children are related in this market. Mat
Words: 2127 - Pages: 9
How have the composers of the poems you will be discussing constructed their representations of women? Compare and contrast the themes and values represented in your two chosen poems. The representation of women have changed throughout the course of history. The Ruined Maid composed by Thomas Hardy and I Am Man-made by Susan Wicks both incorporate similar values of the submissive nature of women, yet do not fail to integrate two very different values of female sexuality and male dominance, respectively
Words: 1492 - Pages: 6
Team at Mattel Inc. has developed a new version of the Barbie doll for the upcoming holiday season - "Holiday Barbie". Their market research suggests that they can sell approximately 500,000 units of Holiday Barbie at a price of $13.50/unit to retail stores. The variable production costs are $4.50/unit and total fixed costs are expected to be $3,600,000. In order for the new design to enter production, the target profit on the new doll must equal 30% each year on Mattel's capital investment
Words: 1346 - Pages: 6
