...on how it has diffused throughout the product categories and how it has extended to other categories as well. Do a case study of its success (or failure) and how it has changed the landscape of product innovations. For example, Thomas and friends has clothes, stationery, household products, jewellery etc. *** She is a successful independent woman, who lives in a world of pink, where she owns a dream house in Malibu. Every day, she wears high-heels to work, and even runs a fashion chain under her name. For many, she was the influential icon of American culture in the late 20th century. Until now, I dare say that her image is still very potent worldwide. Who is she? Never before has she ever starred in a Hollywood movie or performed at a famous fashion show. Surprisingly, she never exists in real life and she is literally a 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 purpose and will when introducing Barbie that she would become a lifestyle, a fashion statement, a way of life, something sacred more than just a doll. And...
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...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...
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...Guerline Donisvitch “Introduction to Literature” Ann Rasmussen April 23, 2009 Barbie Doll The poem begins in a fairy-tale vein, the archaic term “girl-child” being used to underscore the mythic quality of the story. The dolls, stove, iron and lipstick are all traditional play things for young girls, but they are also markers of an identity in the making, the things that young girls grow to identify with their own social roles. The doll presents an idealized image of the body, and stove and irons tell them what kind of work is expected of them as adults. The lipstick perhaps is the most sexualized cosmetic for women, signals to young girls that they will be valued for their physical appearance. The “magic of puberty” introduces the theme of growth. It is a magical time because the body changes rapidly. She also refers to the pain that comes with puberty. When girls are growing older they are really cruel to each other. The “girl child” is told she has “a great big nose and fat legs” even though she is smart, healthy and strong. The girl was made to feel guilty for who she was, for her intelligence and abilities, and also for not being slim and “beautiful.” She apologized to everyone for not being the person they wanted her to be, but all they could see was her body and how it did not match their idea of what a woman should look like. They tried to help her be more of an idealized woman by suggesting how to compensate for her unfeminine qualities. “girl-child”...
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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 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...
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...Kimberly Tucker, Chris Salt, Ashley Solomon Case 7: Mattel: Overcoming Marketing and Manufacturing 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...
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...Unit 4 Mattel’s China Experience Case Study Analysis MT460 Management Policy and Strategy Professor: Dr. Margery Mayer Date: June 18, 2011 In 1944, based in California, Ruth and Elliot Handler founded Mattel after World War II. In the 1950’s, Mattel start advertising on Mickey Mouse Club with their core product being Barbie. Barbie was named after their daughter Barbara’s nickname. In the 1960, Mattel became publicly owned and in 1965, their sales top $100 million the company now qualified as a Fortune 500 company. Mattel is engaged in designing, manufacturing, and marketing of toys and family products across the world. The company's key global brands include Barbie, Hot Wheels, American Girl, and Fisher-Price. The company operates in the Americas, Asia Pacific, and Europe. It is headquartered in El Segundo, California and employs 27,000 people. (xplosivestocks.com) The start or recovery from damage done to the well-known brand due to recalls. After paying $40 million dollars in recalls for more than 19 million toys in China, Mattel was in a crisis. Their stock was dropping, lawsuits, media attacks, lost sales, and increased expense of litigation cost. Mattel was now suffering from a tarnished brand name and customer loyalty. Mattel’s challenges included convincing parents that child safety and product safety is more important that revenue, form an alliance with Chinese suppliers and the government to create honorable quality control solutions, improve...
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...however, HG must establish clear guidelines that reflect both U.S. law and corporate policy to guide the managers of their foreign operations. 4.IN HG’s NEXT PHASE, THE DAM CONSTRUCTION, SHOULD IT EMPLOY SOMEONE WHOSE MAIN FUNCTION IS TO BE A LIAISON BETWEEN HG’s CORPORATE CULTURE AND THE CULTURE OF UGANDA? IF SO, SHOULDMARTIN BE THE PERSON FOR THE JOB? The assignment taken up by Hydro Generations to construct a power plant in Uganda can be viewed in different phases. The first and initial phase can be listed as establishing an operating structure so that future work activities could be carried out smoothly and uninterrupted. The second phase consists of the construction of the dam. The final phase even though not mentioned in the case study could be assumed to be as the final construction of the power plant. Charles Martin’s initial assignment mainly dealt in the pre constructional phase where his duties were three pronged. 1. Working with Ugandan government authorities in the capital, Kampala, and withvillagers in the area where the dam was to be built to gain support and necessary permissions for the construction. 2. Establishing an office and hiring people for that office who would be responsible for local purchases, clearance of incoming goods through customs, immigration permissions for...
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...Globalization Versus Normative Policy: A Case Study on the Failure of the Barbie Doll in the Indian Market Priti Nemani* INTRODUCTION .......................................................................................... 97 I. GLOBALIZATION AND THE MULTINATIONAL ........................................ 99 A. Globalization Defined ................................................................ 99 1. The Key to the Kingdom: The Globalized Brand ............. 100 B. Barbie in the Global Economy ................................................. 102 1. Barbie‘s History................................................................. 102 2. Corporate Philosophy and Marketing Strategies behind Barbie ................................................................................ 105 II. MATTEL‘S BUSINESS VENTURES IN INDIA ......................................... 107 A. The Late 1980s: Barbie’s Tango with the License Raj ............. 107 1. The Licensing System ....................................................... 109 2. Limits on Foreign Direct Investment .................................110 3. Mattel‘s Joint Venture ......................................................... 111 B. India’s Economic Liberalization and Mattel’s Second Chance at Success...................................................................................113 1. India, the IMF, and the World Bank ...................................113 2. Mattel in India from 1993-2010 ...............................
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...“Her good nature wore out/ like a fan belt./ So she cut off her nose and her legs/ and offered them up.” This quote from “Barbie Doll”, by Marge Piercy, refers to a young girl who wishes to change her character and her appearance in order to live up to society’s expectations. In fact, instead of being complimented or admired for whom she truly is, people would rather criticize and condemn her for whom she isn’t. As a result of endlessly trying to alter her portrait, the “girlchild” eventually “wore herself out”. This poem suggests that unrealistic societal demands are destructive for a woman’s self-esteem and well-being. When comparing oneself to an idealistic notion of female beauty and behaviour, one can only expect to feel demoralized, discouraged and devalued. Indeed, "Barbie Doll," the title of the poem, symbolizes society’s view of a perfect woman; the way society expects every woman to be. In fact, by using “Barbie Doll” as the title to her poem, Marge Piercy wants the reader to compare and contrast the adolescent’s appearance to that of a Barbie doll. Stereotypically, Mattel’s Barbie dolls have tall, thin yet curvy bodies, with symmetrical, perfect facial features, blonde hair and blue eyes. This, in turn, leads to the protagonist’s void of self-confidence. Additionally, living up to such standards - all the while being a housewife who must clean the house, raise the children and please her husband - is very demanding on the female gender. Moreover, the doll is symbolic...
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...following demand curve of a consumer for a monopolist’s product Q = 14 – 2P ( a) fi nd the total revenue of the monopolist when it sells 6 units of the commodity without practicing any form of price discrimination. What is the value of the consumers’ surplus? ( b) What would be the total revenue of the monopolist if it practiced first-degree price discrimination? How much would the consumers’ surplus be in this case? ( c) What if the monopolist charged P = $ 5.50 for the first 3 units of the commodity and P = $ 4 for the next 3 units— what type of price discrimination is this? Note: 1. P12: You could use figure 12-4 as a reference (p. 492). 2. Spreadsheet problem 1: This is the demand curve for Q=14-2P. Froeb et al.’s Chapter 14: a. Individual problems: 14–1 Why might Mattel set a much lower contribution margin on its Barbie dolls than on the accessories for the dolls? b. and 14–4. A manufacturer of microwaves has discovered that male shoppers have little value for micro-waves and attribute almost no extra value to an auto- defrost feature. Female shoppers generally value microwaves more than men and attribute greater value to the auto- defrost feature. There is little additional cost to incorporating an auto-defrost feature. Since men and women cannot be charged different prices for the same product, the manufacturer is considering introducing two dif-ferent models. The manufacturer has determined that men value a simple microwave at $ 70 and one with auto-...
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...Our Bodies in the Media In any civilization appearance has a huge impact on the daily lives, of those living in it. Some cultures favor piercings, others strength, some wear clothes, others do not. The contributing factors for how they appear, typically go back to traditional roots. Our culture in the US, although influenced by our history, now has to deal with an almost daily changes seen in the media. It is nearly impossible to keep up with what is “in” and how we are “supposed” to look. With so much advertising and media focusing on a particular self image, there is no doubt why so many people struggle with accepting their self image. Both males and females, are both affected by man different outlets. Whether it be a victoria secret magazine, a commercial,social media, or a toy figuring, there are a number of contributing sources to our image. Being a male myself, I can’t fully appreciate the relationship of a womans body image and the media, but I can get a pretty good idea based on observations and experience. Social media has become one of the biggest, if not the biggest influence on young people today. The fact that there many different words being created in reference to this, shows the impact it is having. For example the term “selfie” never existed before Facebook was invented. This effect can often often be seen as a negative, as Miribel Tran points out “Social media is prevalent in society today, and it has been scientifically linked with causing depression...
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...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. It explores the product development strategies adopted by Mattel for Barbie and it examines the different marketing strategies and the reasons for the success of Barbie. The case also explores changes in Barbie's image along with the changes in worldwide. The most important thing about marketing strategy of Mattel is adaptation of different environments. When it entered the US market with Barbie, the environment was very clear. I mean the expectations of customers were known more easily. And also Mattel had a high adaptation skill to changes and cultural trends. For example black Barbie was one example of it. When it entered the European market and it could be seen directly that, US children and European ones had quietly same expectations, attitudes to like Barbies. But the situation was a bit more complex in other countries. Because cultural and social differences were clearly affect to buyer behavior. For example for Iran or Brazilian or Japan market, Mattel could have to make...
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...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 enormous presence and history that Barbie spoke to, until MGA introduced the Bratz doll line. These dolls spoke to everything that young ladies loved on TV. They had the hair, the cosmetics, the garments, the shoes (that were not as simple to lose as Barbie's since the...
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...you walk into any Toys-R-Us or other toy store, you will undoubtedly come across a wide section of nothing but pink. When you browse this area more closely, you will recognize the iconic name, Barbie, branded across a wide selection of dolls, houses, clothing, cars, and other accessories. Most likely, you will notice a news anchor and a computer engineer Barbie, representing the new Barbie careers of the 2010s. If you were shopping in any other decade since the late 1950s, you would see Barbie dolls with different costumes and careers. Since its inception in 1959, by creator Ruth Handler, the Barbie doll has taken on more than 100 different career paths and has become the most successful doll ever produced. This iconic and often controversial doll has had a great deal of influence on every decade since the late 1950s. From its very inception, Barbie was an innovative fashion doll, whose desirability and influence among girls quickly skyrocketed. It was the first ever adult-bodied doll, equipped with breasts, long legs, and a small waist. Previously, the only dolls for girls were baby or infant dolls that allowed little girls to play mommy. But with Barbie, little girls were soon able to imagine being much more than just mothers or wives, and could play as any career they wanted. The Barbie doll was not simply a fashionable toy, but a role model for individuality and freedom of choice for all females. It broke through gender barriers by teaching girls they could be anything they...
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...Barbie Assignment I remember having trunks full of Barbies and playing with them when I was a little girl. My Barbies had all different careers and were of different races. My mom even convinced my older cousin to give me her MC Hammer doll. Being of mixed race, my mother wanted me to understand diversity through my dolls. The different skin tones that Barbie had, reflected the diversity I saw in my friends growing up. So for that I think Barbie had a pretty good influence on me. When I five years old, I was rewarded for being good at the doctor’s with a new Barbie. I was so excited because all of my friends had one already. I loved playing with my new found friend, but soon wanted more. After two more successful visits to the doctor’s, Ken and several others helped me to start quite a collection. These dolls were not only toys to me, but an extended family. I spent countless hours with them every day for years. They had a permanent home against my bedroom wall that stretched 5ft long. The monstrous house consisted of four beds, complete with linens and pillows that my mother had made. The kitchen was furnished of dishes, pots, pans, and an array of “food”. The living room had a TV that I made from an old cardboard jewelry box that I drew on and mini magazines. When I was seven, for Christmas my grandma bought me a baby blue Barbie Corvette and it still sits up on a shelf in my parent’s garage. One reason why I want them to keep it is because I think it...
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