with the global market crisis, therefore these companies are in search of ways to obtain or enhance their competitive advantage more than ever. This paper looks at the way Mattel planned the business and became successful in turning a small business into a world famous brand. The evaluation of the generic strategies used by Mattel in Barbie business have to be analysed to find out which strategy will help the company move further forward. Because the industry is seized with high level competition,
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the unethical behavior be avoided or resolved? Mattel Inc. was founded in 1945 by Harold “Matt” Matson and Elliot handler and is one of todays leading American toy manufacturing companies. The company is most recognized for its all American girl doll, Barbie. The Barbie line skyrocket sales and made Mattel not only a household name but also a global one. Al though their journey to the top was not as glamorous as Barbie’s life. Crisis at Mattel occurred on December 17, 1996 when NBCs new program
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to lend themselves to stereotypes too heavily. Most importantly, the concept of Barbie hasn’t changed throughout the years. Ultimately, she is still a toy. Barbie promotes change by attaching herself to current trends and issues, such as Presidential Barbie, Olympic Barbie, and Sponge Bob Barbie. By presenting current trends in Barbie form, Mattel successfully promotes these trends to parents and children. The perception of perfection that surrounds Barbie is unattainable; however, consumers consistently
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Mattel had discovered extraordinary accomplishment in their offers of the immortal Barbie doll and her extras, and because of this achievement, they saw no compelling reason to modify her in any capacity. The certainty was that they were truly reluctant to adjust her on the grounds that by doing so may detract from the moms and grandmas who might keep on purchasing her for their kids and grandchildren. Numerous dolls had attempted to rival Barbie before, yet none could make the grade regarding the
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little boy, all I had were toy cars. That’s what the majority of kids had as a child, their toy cars which were hot wheels. When I went to the park, I would see other kids play with their toy cars and scream “Hot Wheels!” Hot wheels would be in commercials during every kids show from Nickelodeon, Disney, KTLA Saturday mornings. When I see a Hot Wheels commercial, I see nice cars going in extreme speeds and crashing into one another thinking that it was okay to do so. This toy brand does a great job in
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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
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very successful brand, G.I. Joe that is an icon in the toy industry. G.I. Joe has been a dominate factor in the market for toys since its launch in 1964. The brand has been able to stand the test of time and its creators have successfully preserved the brand throughout the years. Hasbro’s challenge is to market the G.I. Joe brand in such a way, so that it can become a mega brand like its competitor Mattel with its mega brand Barbie. The toy market has volatile sales depending upon trends created
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BADM 372: Advertising Case 2: Barbie vs. Bratz 1. Provide an analysis of the Mattel Barbie brand. What factors shape perceptions of the brand in the eyes of parents and young girls? Barbie was billed as “a shapely teenage fashion model,” and made her first appearance at the American Toy Fair in New York City and soon became a hit. (http://www.brandchannel.com/features_profile.asp?pr_id=160) Barbie was then and still is a popular doll for young girls. In the beginning she was popular because
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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
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magnet crisis that occurred in the middle of August 2007 was another disaster where children swallowed small magnet pieces on many of Mattel’s toys which caused one death and 19 injuries. With both crises combined, Mattel recalled over 19 million toys; 1.5 million from the lead paint incident. On June 8, 2007, Mattel was told that there was lead in the toys’ paint that violated the Lead Poisoning Prevention Act of 1971. The CEO ordered an investigation in China which lead to the cancellation of the
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